Pattern #11: Gradual Reassurance

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

Based on 7 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Gradual Reassurance
  1. Add: Shortcut Action

    It’s also good practice to offer an alternative call to action (often in the top right navigation) allowing to shortcut the gradual engagement. some people might visit a home or landing page and are ready to move forward right then and there. For them, engaging in additional steps might be an unnecessary slow down and they should be allowed to shortcut.

  2. Add: Low Commitment Choice Smaller Commitments

    This patterns injects an additional interaction before the request of personal information on a signup or purchase process. During this initial moment, users are focused to chose from a range of relevant easily expressed options (product preferences or situations). Meanwhile, the focus on signing up is de-emphasized.

  3. Add: Reassure & Call To Action Reassurances

    Right after expressing the choice, a reassurance is presented along with the call to action. Ideally, the reassurance is also tailored to the selected choice. Simple reaffirming statements such as: “Yes our tool can do that super fast” or “We have 234 inspirations for your selected room type” were examples that generated positive effects. Such reassurances connect the user’s choice with a relevant product or solution - paving the way to act with an appearing button.

Median Effects

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Engagement

Ex: Any Action / Visit

(3 tests)

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Conversions

Ex: Signups, Leads

(5 tests)

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Sales

Ex: Transactions, Upsells

(2 tests)

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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 #11: Gradual Reassurance
Was Tested On Theorytestpro.co.uk by Henry Dillon

Test 34 Tested on Theorytestpro.co... by Henry Dillon Henry Mar 01, 2016

Find Out How It Performed With 7,507 Visitors

Screen: Home & Landing
  •  

  • Measured by visits to post-signup   |   p-val (?)

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test 172 Tested on Trydesignlab.com by Daniel Shapiro Daniel May 08, 2018

Find Out How It Performed With 16,341 Visitors

Screen: Product Devices: Desktop, Mobile
  •  

  • Measured by course enrollments (form submits)   |   p-val (?)

Get Access To See The Test Results

Test 131 Tested on Kenhub.com by Niels Hapke Niels Dec 11, 2017

Find Out How It Performed With 121,291 Visitors

Screen: Home & Landing
  • Measured by visits to signup form   |   p-val (?)

  • Measured by successful registrations   |   p-val (?)

Get Access To See The Test Results

Test 103 Tested on Rollbar.com by Mike Smith Mike May 01, 2017

Find Out How It Performed With 20,877 Visitors

Screen: Home & Landing
  •  

  • Measured by actual signups   |   p-val (?)

Get Access To See The Test Results

Test 27 Tested on Adoramapix.com by Herman Klein Mar 01, 2016

Find Out How It Performed With 1,244 Visitors

Screen: Product
  • Measured by start of the process   |   p-val (?)

  • Measured by visits to thank you page   |   p-val (?)

Get Access To See The Test Results

Test 36 Tested on Wpallimport.com by Louis Reingold May 01, 2015

Find Out How It Performed With 20,239 Visitors

Screen: Home & Landing
  • Measured by sale process starts   |   p-val (?)

  • Measured by visits to post payment thank you   |   p-val (?)

Get Access To See The Test Results

Test 25 Tested on Nousdecor.com by Heather Gillette Jan 01, 2015

Find Out How It Performed With 3,215 Visitors

Screen: Home & Landing
  •  

  • Measured by visits to post-signup   |   p-val (?)

Get Access To See The Test Results

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.