Pattern #10: Postponed Modal Forms
Pattern Author: Justin Rondeau - Director of Marketing @ DigitalMarketer
Replace: A Single Screen Form With A Modal Form Smaller Commitments
This pattern suggest to place form fields onto a modal that is launched with a single button. The idea is to not to overwhelm people with too many fields and get them to commit to an action before hand. The additional benefit of this pattern is that typically the call to action or button is positioned higher and gains more visibility.
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.