Pattern #51: Shortcut Buttons

Pattern #51  Tested 6 timesFirst tested by Martin Wong Recently tested by Jakub Linowski on Dec 09, 2021

Based on 6 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
Shortcut Buttons (Variant A) Shortcut Buttons (Variant B)

Expected Median Effects Of B

?

Progression

(10 tests)

?

Leads

(1 tests)

-

Signups

-

Engagement

?

Sales

(5 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(6 tests)

Tests

Added

Isolated

Test #388 Tested on An Anonymous Site    Dec 09, 2021 Test link

Find Out How It Did With 7,051 Visitors

  • Measured by adds to cart

  • Measured by completed sales

In this experiment, extra "buy now" buttons were added on a listing page. These buttons were shortcuts to an add to cart flow, whereas the "learn more" buttons lead customers to product detail pages (visible in both control and variation). Impact on adds-to-cart and sales was measured.

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Added

Isolated

Test #371 Tested on An Anonymous Site    Aug 18, 2021 Test link

Find Out How It Did With 3,041 Visitors

  • Measured by cart visits (after clicking Buy Now)

  • Measured by completed transactions

In this experiment, the variation added an extra "Buy Now" button that linked directly into the cart process. The variation only had a learn more button linking directly to a product page.

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Replaced

Isolated

Test #337 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Jan 28, 2021 Test link

Find Out How It Did With 159,693 Visitors

  • Measured by visits to detail pages

  • Measured by application starts

  • Measured by membership purchases

In this experiment, a listing page was expanded to show two actions (apply and view details) instead of a single one (view details only). In the variant, the "view detail" links were replaced with "apply links" starting a job application (and membership flows) sooner. 

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Added

Isolated

Test #336 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Jan 28, 2021 Test link

Find Out How It Did With 159,634 Visitors

  • Measured by visits to detail pages

  • Measured by application starts

  • Measured by membership purchases

In this experiment, a listing page was expanded to show two actions (apply and view details) instead of a single one (view details only). This variation enabled users with a shortcut action to apply for roles one step earlier (and start membership flows for new users). 

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Added

Isolated

Test #282 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Feb 07, 2020 Test link

Find Out How It Did With 163,317 Visitors

  • Measured by visits to company profiles

  • Measured by starts registration

  • Measured by successful contact requests

In this experiment, a contact button was added to a listing / search results page to make it faster to contact a company. This same button was also visible on the company detail page.

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Added

Isolated

Test #139 on Examine.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Martin Wong    Jan 04, 2018 Test link

Find Out How It Did With 18,620 Visitors

  • Measured by any product page visit

  • Measured by checkout visits (clicks "Purchase")

  • Measured by actual sales

In this test an additional "Purchase" button was shown along side a "Learn More" button. The "Purchase" button went straight to checkout, whereas the "Learn More" button went to a product overview page.

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Leaks

Leak #52 from   |   May 4, 2020 Product

Amazon A/B Tests And Keeps Both Add-To-Cart And Buy Now Buttons

Two months ago I managed to detect that Amazon was actually a/b testing the removal of the second "Buy Now" button on a specific product page. Finally today it looks like the experiment has completed with both buttons still being displayed - like in the old days. View Leak

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.