Pattern #51: Shortcut Buttons

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Shortcut Buttons

  1. Add: Shortcut Option Bypassing Steps Smaller Commitments

    The pattern suggests to offer a shortcut option that allows users to bypass additional steps. This can apply to bypassing landing pages and going straight to a checkout screen. Or this same pattern can also bypass a series of questions and shortcut to a final signup screen.

Median Effects

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Engagement

Ex: Any Action / Visit

(1 tests)

?

Conversions

Ex: Signups, Leads

(1 tests)

?

Sales

Ex: Transactions, Upsells

(1 tests)

?

Revenue

Ex: AOV, LTV

?

Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Test 193 Tested on Yummly.com by Marcos Ciarrocchi Marcos Aug 07, 2018

Find Out How It Performed With 1,335,347 Visitors

Screen: Signup Devices: Desktop, Mobile

  •  

  • Measured by post signups page visits   |   p-val (?)

Zoom In
  •  
  • (?)% ((?) successes out of (?) visits)
A
  •  
  • (?)% ((?) successes out of (?) visits)
B

Get Access To See The Test Results

Test 139 Tested on Examine.com by Martin Wong Martin Jan 04, 2018

Find Out How It Performed With 18,620 Visitors

Screen: Pricing

  • Measured by checkout page visits   |   p-val (?)

  • Measured by actual sales   |   p-val (?)

Zoom In
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
A
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
B

This test is a perfect example of pushing customers who might not be ready into a sale. The shallow metric of people clicking the "purchase" button and moving forward into a checkout screen has a highly significant 86% increase. However these people don't follow through with the actual sale, which is clear from a -16% decrease in sales. A great example of how pushing sales too hard can backfire.

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.