Pattern #91: Forced Action

Pattern Author: Marcos Ciarrocchi - Product & Growth Manager @ Yummly

Based on 1 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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Almost Certain Winner
Forced Action
  1. Avoid Habitual Dismiss Options Exposing Options

    This pattern suggests to minimize the visiblity of highly prominent dismiss options and replace them with more intentional ones. Users could be habitually used to clicking collapse, cancel or skip options just to get through a series of steps quicker - without much regard for what they might be missing out. To combat this, in this pattern a dismiss choice is replaced with a less visible and more intentional one.

  2. Show Loss Of Dismissing Loss Aversion

    The loss of skipping or cancelling is explained honesty without any over dramatization (ex: a dismiss will result in a lack of personalization). 

Median Effects

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Engagement

Ex: Any Action / Visit

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Conversions

Ex: Signups, Leads

(1 tests)

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Sales

Ex: Transactions, Upsells

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Pattern #91: Forced Action
Was Tested On Yummly.com by Marcos Ciarrocchi

Find Out How It Performed
Screen: Signup
Devices: Mobile

In this experiment, the highly prominent "skip" button was replaced with a less prominent text link. The copy of the skip text link also clarified the consequence of the action - losing out on personalization benefits. More so, the habitual top-right cancel icon was also removed.

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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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