Pattern #28: Easiest Fields First

Pattern #28  Tested 2 timesFirst tested by Daniel Shapiro Recently tested by Daria Kurchinskaia on Feb 23, 2023

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
Easiest Fields First (Variant A) Easiest Fields First (Variant B)

Expected Median Effects Of B

?

Progression

(1 tests)

-

Leads

-

Signups

-

Engagement

?

Sales

(2 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(2 tests)

Tests

Pattern #28: Easiest Fields First
Was Tested On Designlab.com by Daniel Shapiro

Replaced

Isolated

Test # 427 on Designlab.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daniel Shapiro    Aug 10, 2022 Test link

Find Out How It Did With 12,185 Visitors

  • Measured by step 2 visits

  • Measured by enrollments

In this experiment, the course enrollment start date was moved from step 2 to step 1 of an enrollment / checkout flow. The test was run by Designlab - that offers design courses and education with a strong element of mentorship. Impact on progression to next step and completed transactions were measured.

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 456 on Aboalarm.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daria Kurchinskaia    Feb 23, 2023 Test link

Find Out How It Did With 138,384 Visitors

  • Measured by completed purchases

In this experiment, a more difficult step of a contract cancelation service flow was rearranged toward a later step. In the variation, the easier step (hypothetically) with personal details and address fields was placed as the first step. Whereas the step with contract or account numbers (hypothetically more difficult) were placed as the second step.

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.