Pattern #9: Multiple Steps
Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org
Add: More Steps Smaller Commitments
This pattern suggests to break one bigger taks into a set of smaller steps. It may be easier to feel accomplishment this way as smaller tasks are completed more quickly.
Ex: Any Action / Visit
Ex: Signups, Leads
Ex: Transactions, Upsells
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
Kyle's team changed a donation form for the Barack Obama 2012 campaign from a single step to a 4 step one. The 4 steps were: amount, personal information, billing information and occupation/employer.
"Our plan was to separate the field groups into four smaller steps so that users did not feel overwhelmed by the length of the form." - Kyle Rush
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.