Pattern #71: Personalized Next Step
Pattern Author: Will Anderson - Growth Product Manager @ Designlab
Next Call To Action Recommending
After a user or lead expresses interest in a product (ex: signs up for a lead magnet or a trial), the interface transforms the call to action to a higher intent one (ex: a purchase or enrollment with more commitment)
Remebering On Return Visits Recognition
This level of personalization is remembered for any return visits (ex: cookied). Hence the new call to action continues to be displayed when users come back to the site later.
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.