Pattern #119: Unselected Or Selected Defaults

Pattern #119  Tested 4 timesFirst tested by Michal Fiech Recently tested by Jakub Linowski on Mar 27, 2024

Based on 4 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Unselected Or Selected Defaults (Variant A) Unselected Or Selected Defaults (Variant B)

Expected Median Effects Of B

?

Progression

(2 tests)

-

Leads

-

Signups

-

Engagement

?

Sales

(5 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(4 tests)

Tested on

Tests

Pattern #119: Unselected Or Selected Defaults
Was Tested On Volders.com by Michal Fiech

Replaced

Isolated

Test # 317 on Volders.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Michal Fiech    Sep 28, 2020 Test link

Find Out How It Did With 11,347 Visitors

  • Measured by successful payments

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

In this mobile experiment, an unselected vs selected payment plan was tested for its impact on sales. The experiment ran on a mid page of a signup funnel where customers were being asked to select one of two payment plans.

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The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 525 Mar 27, 2024 Test link

Find Out How It Did With 15,627 Visitors

  • Measured by adds to cart

  • Measured by completed sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

In this experiment, a club subscription duration was preselected to 6 in the variation. The control had no club durations preselected. As a result of preselecting a club duration, a more visible price also appeared at the top (sooner in the variation). Impact on sales was measured.

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Replaced

Isolated

Test # 405 on Learnwithhomer.c... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Apr 07, 2022 Test link

Find Out How It Did With 14,903 Visitors

  • Measured by annual plan purchases

  • Measured by any plan purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Signup

In this experiment, the annual plan was preselected instead of starting off unselected in the control. Impact on two metrics was measured: any plan and annual plan purchases.

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Replaced

Isolated

Test # 378 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Oct 07, 2021 Test link

Find Out How It Did With 2,953 Visitors

  • Measured by adds to cart

  • Measured by completed sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

Here we have an experiment with a variation that preselected an option for a club duration. The control required customers to first express the choice for how many months they would like to order a product for. Whereas the variation defaulted to 12 months from the beginning.

Impact on adds-to-cart and sales was measured. The experiment unfortunately had to be stopped early due to another embedded variation that was performing poorly. And so it does not have many transactions.

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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.