Pattern #105: Lead Magnets
Pattern Author: Niels Hapke - CEO @ Kenhub
Lead Magnet Giving a Gift
In this pattern, something extra is provided to the person signing up for a service. This could be an ebook, a cheatsheet, template, or anything else with potential value. Do such lead magnets work or not - is the question this pattern raises.
Ex: Any Action / Visit
Ex: Signups, Leads
Ex: Transactions, Upsells
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
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.