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

Pattern Properties

  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.

  • Test 91
  • Tested on 3dhubs.com by Rob Draaijer
  • Jan 01, 2017

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)

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  • Test 66
  • Tested on Telestream.net by Chris Goward
  • Nov 01, 2016

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

  • Measured by visits to post-payment

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

Get Access To Full Test Results

  • 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)

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  • 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.

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Access to All 86 Patterns Based on 164 Tests

Total sample size of all tests is based on 20,005,706 visitors - that's a lot of testing time

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