Pattern #131: Authority

Pattern #131  Tested 4 timesTested by Pascal Dietz on Mar 21, 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
Authority (Variant A) Authority (Variant B)

Expected Median Effects Of B

-

Progression

-

Leads

X.X%

Signups

(2 tests)

-

Engagement

X.X%

Sales

(4 tests)

-

Revenue

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(4 tests)

All 4 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

48.9% of 90% cumulative power target at 2% MDE from 4 tests Help replicate this with an A/B test

90%
↓
20.5% 5.2% 6% 27.9%
Product 2 tests: X%
Signup 2 tests: X%

Tested on

Tests

Pattern #131: Authority
Was Tested On Formelskin.de by Alexander Krieger

Added

Isolated

Test # 491 on Formelskin.de by Alexander KriegerAlexander Krieger Sep 08, 2023 Test link

Find Out How It Did With 18,949 Visitors

  • Measured by account creations

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Authority - Variant A A
Authority - Variant B B
Signup
Statistical Power by Minimum Detectable Effect
3%0.5%
3.7%1%
5.2%2%
13.1%5%
38.2%10%
69.3%15%
80%17.1%
90.1%20%

In this experiment, a photo of the real doctor behind a skin care product was shown throughout a signup / questionnaire flow. In the control version, the photo with introduction was only shown on the first screen. In the variation, the photo appeared on the first and all other screens - reinforcing expertise, authority and the idea of a consultation. Impact on signups and purchases was measured.

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Added

Isolated

Test # 523 on Livefresh.de by Pascal DietzPascal Dietz Mar 21, 2024 Test link

Find Out How It Did With 194,958 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
Authority - Variant A A
Authority - Variant B B
Product
Statistical Power by Minimum Detectable Effect
5%0.5%
10.2%1%
27.9%2%
80%4.1%
92.7%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment, a photo of a doctor (who researched and created the a cleanising juice - the product) was appended after the add to cart button. The copy is translated as follows from "Von der promovierten Ernährungswissenschaftlerin Dr. Ulrike Fisher auf wissenschaftlicher Basis entwickelt." [German] -> "Developed by doctoral nutritionist Dr. Ulrike Fisher with a scientific basis." Impact on sales was measured.

Get Access To See The Test Results

Added

Isolated

Test # 492 on Formelskin.de by Alexander KriegerAlexander Krieger Sep 15, 2023 Test link

Find Out How It Did With 26,270 Visitors

  • Measured by completed questionnaires

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Authority - Variant A A
Authority - Variant B B
Signup
Statistical Power by Minimum Detectable Effect
3%0.5%
3.9%1%
6%2%
17%5%
51%10%
80%14.3%
83.8%15%
97.3%20%

This experiment was a retest of a previously tested test 491. Simiarly, a photo of the real doctor behind a skin care product was shown throughout a signup / questionnaire flow in the variation. 

Get Access To See The Test Results

Replaced

Isolated

Test # 485 on Livefresh.de by Pascal DietzPascal Dietz Jul 27, 2023 Test link

Find Out How It Did With 138,248 Visitors

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Authority - Variant A A
Authority - Variant B B
Product
Statistical Power by Minimum Detectable Effect
5%0.5%
8.2%1%
20.5%2%
80.4%5%
80%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment a juice cleanse product (developed by Dr. Ulrike Fischer) was supported with statements and visuals to reinforce her as a doctor and an authority figure. The control only referenced the product itself. Google translations include:

A) Headline: "Reset your body with a juice cleanse"

B) Headline: "The juice cleanse with a scientific basis" 

B) Listed out specific vitamins and supplements.

B) Added Subheadline: "Developed by Dr. Ulrike Fischer, who holds a doctorate in nutritional science" 

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.