Pattern #123: Single Or Double Column Form Fields

Pattern #123  Tested 2 timesFirst tested by John Hickey Recently tested by Jakub Linowski on Nov 11, 2021

Based on 2 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
Single Or Double Column Form Fields (Variant A) Single Or Double Column Form Fields (Variant B)

Expected Median Effects Of B

-

Progression

X.X%

Leads

(1 tests)

-

Signups

-

Engagement

X.X%

Sales

(1 tests)

-

Revenue

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(2 tests)

All 2 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

10.2% of 90% cumulative power target at 2% MDE from 2 tests Help replicate this with an A/B test

90%
↓
3.2% 7.2%
Global 1 test: X%
Checkout 1 test: X%

Tested on

Tests

Pattern #123: Single Or Double Column Form Fields
Was Tested On Us.flukecal.com by John Hickey

Replaced

Isolated

Test # 352 on Us.flukecal.com by John HickeyJohn Hickey May 11, 2021 Test link

Find Out How It Did With 252 Visitors

  • Measured by completed form submits

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Single Or Double Column Form Fields - Variant A A
Single Or Double Column Form Fields - Variant B B
Global
Statistical Power by Minimum Detectable Effect
3%0.5%
2.8%1%
3.2%2%
4.5%5%
7.5%10%
11.8%15%
17.6%20%
80%56.3%

In this experiment, single column (longer) form fields were tested against a two column layout (more compact).

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 383 by Jakub LinowskiJakub Linowski Nov 11, 2021 Test link

Find Out How It Did With 2,143 Visitors

  • Measured by completed sales

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Single Or Double Column Form Fields - Variant A A
Single Or Double Column Form Fields - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
3%0.5%
4.3%1%
7.1%2%
23.3%5%
69.4%10%
80%11.3%
96.1%15%
99.9%20%

In this simple [inverted] experiment, the variation organized the form fields into a single column. The control had two columns of form fields.

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.