Pattern #91: Forced Action

Pattern #91  Tested 3 timesTested by Marcos Ciarrocchi on Aug 07, 2018

Based on 3 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Forced Action (Variant A) Forced Action (Variant B)

Expected Median Effects Of B

-

Progression

-

Leads

?

Signups

(3 tests)

-

Engagement

-

Sales

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(3 tests)

Tested on

Tests

Pattern #91: Forced Action
Was Tested On Yummly.com by Marcos Ciarrocchi

Replaced

Isolated

Test # 214 on Yummly.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Marcos Ciarrocchi    Dec 07, 2018 Test link

Find Out How It Did

Zoom In
A
B
Signup

In this experiment, the highly prominent "skip" button was replaced with a less prominent text link. The copy of the skip text link also clarified the consequence of the action - losing out on personalization benefits. More so, the habitual top-right cancel icon was also removed.

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The Same Pattern Was Also Tested Here

Removed

Isolated

Test # 291 Elevate App by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jesse Germinario    Mar 30, 2020 Test link

Find Out How It Did With 135,631 Visitors

  • Measured by successful trial account starts

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

This experiment was ran on the initial onboarding screens of the Elevate App - right after installing and launching the app for the first time. The change was the removal of subtle "skip" links that fast tracked users to the signup/login screen (Get Started). Hence in the variation, all users had to scroll through the 4 introductory messages before being asked to create an account.

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Added

Isolated

Test # 193 on Yummly.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Marcos Ciarrocchi    Aug 07, 2018 Test link

Find Out How It Did With 1,335,347 Visitors

  • Measured by post signups page visits

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

In this experiment, the presence of an additional "skip all" text link was tested on a multiple step signup flow. The skip all link allowed users to bypass personalization questions and go straight to their app dashboard. The control (A) shows its presence, and in variant B we can see it was removed.

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For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.