Pattern #9: Multiple Steps

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 4 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Multiple Steps
  1. 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.

Median Effects

?

Engagement

Ex: Any Action / Visit

(1 tests)

?

Conversions

Ex: Signups, Leads

(2 tests)

?

Sales

Ex: Transactions, Upsells

(1 tests)

?

Revenue

Ex: AOV, LTV

(1 tests)

?

Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Find Out How It Performed
With 54,916 Visitors
Screen: Listing

  • Measured by successful quote orders placed

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

  • Measured by quote process starts

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

Get Access To See The Test Results Now

Find Out How It Performed
With 7,610 Visitors
Screen: Shopping Cart

  • Measured by visits to post-payment

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

Telestream specializes in software that make it possible to get video content to any audience regardless of how it is created, distributed, or viewed. Telestream’s customer acquisition strategy is centered around driving traffic to their website to trial, or to purchase from their online store. Shoppers can buy software online, download it right away, and immediately start using it. The variation was designed with the same information as the control except spread across 4 steps (instead of 3). The rationale was that each step would be shorter and less overwhelming for the user.

Get Access To See The Test Results Now

  • Test 1
  • Tested on An Anonymous Site
  • May 01, 2015

Find Out How It Performed
With 18,081 Visitors
Screen: Product

  • Measured by visits to final thank you page

    (?)% Converted ((?) of (?) visits)
    (?)% Converted ((?) of (?) visits)

Get Access To See The Test Results Now

  • Test 129
  • Tested on Barackobama.com by Kyle Rush
  • Jun 01, 2012

Maybe It Worked Here

Screen: Checkout

Source: kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/

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.

Avoid What Failed & Repeat What Worked With
Access to All 91 Patterns Based on 175 Tests

Total sample size of all tests is based on 21,050,098 visitors - that's a lot of testing time

  • Annual Billing SAVE 17%
  • Monthly Billing SAVE 0%
Company-Wide

Order Now

$2400 / year
$2880 / year


Unlimited User Accounts

License to use the data by unlimited users.

Team

Order Now

$1200 / year
$1440 / year


5 User Accounts

License to use the data by up to 5 users.

Solo

Order Now

$600 / year
$720 / year


1 User Account

License to use the data by 1 user.

All Plans Come With

Access To All Tests

Get access to all tests data and patterns that we already published.

5+ New Tests Each Month

We publish about 5 new A/B tests each month as we obtain new test data.

Cancel Anytime

If you find that Fastforward isn't for you, you can cancel at any time.

100% Secure Payment with Visa