Pattern #28: Easiest Fields First

Pattern Author: Nils Kattau - Conversion / UX / Growth Consultant

Experimental Pattern

Based on imagination. But just how long until someone tests it? :)

Easiest Fields First
  1. Show Easiest Fields First Smaller Commitments

    The idea of this pattern is to let users fill out form fields that are easiest to do so (ex: their names and address). Ask for more complicated or resistant form fields later in the process (ex: credit card numbers or email addresses).

Median Effects

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Engagement

Ex: Any Action / Visit

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Conversions

Ex: Signups, Leads

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Sales

Ex: Transactions, Upsells

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

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.