Pattern #11: Gradual Reassurance
Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org
Add: Shortcut Action
It’s also good practice to offer an alternative call to action (often in the top right navigation) allowing to shortcut the gradual engagement. some people might visit a home or landing page and are ready to move forward right then and there. For them, engaging in additional steps might be an unnecessary slow down and they should be allowed to shortcut.
Add: Low Commitment Choice Smaller Commitments
This patterns injects an additional interaction before the request of personal information on a signup or purchase process. During this initial moment, users are focused to chose from a range of relevant easily expressed options (product preferences or situations). Meanwhile, the focus on signing up is de-emphasized.
Add: Reassure & Call To Action Reassurances
Right after expressing the choice, a reassurance is presented along with the call to action. Ideally, the reassurance is also tailored to the selected choice. Simple reaffirming statements such as: “Yes our tool can do that super fast” or “We have 234 inspirations for your selected room type” were examples that generated positive effects. Such reassurances connect the user’s choice with a relevant product or solution - paving the way to act with an appearing button.
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.