Pattern #51: Shortcut Buttons

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 4 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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Progression

Ex: First Action

(4 tests)

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Leads

Ex: Leads, Quotes

(1 tests)

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Signups

Ex: Trials

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Engagement

Ex: Future Action

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Sales

Ex: Transactions

(3 tests)

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Pattern #51: Shortcut Buttons
Was Tested On Backstage.com by Stanley Zuo

Test #336 Tested on Backstage.com by Stanley Zuo Stanley Jan 28, 2021

Find Out How It Performed With 159,634 Visitors

Listing Desktop, Mobile
  • Measured by visits to detail pages   |   p-val (?)

  • Measured by membership purchases   |   p-val (?)

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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The Same Pattern Was Also Tested Here

Test #337 Tested on Backstage.com by Stanley Zuo Stanley Jan 28, 2021

Find Out How It Performed

Listing Desktop, Mobile
  • Measured by visits to detail pages   |   p-val (?)

  • Measured by membership purchases   |   p-val (?)

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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Test #282 Tested on Thomasnet.com by Julian Gaviria Julian Feb 07, 2020

Find Out How It Performed With 163,317 Visitors

Listing Desktop, Mobile
  • Measured by visits to company profiles   |   p-val (?)

  • Measured by successful contact requests   |   p-val (?)

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

Find Out How It Performed With 18,620 Visitors

Pricing Desktop
  • Measured by any product page visit   |   p-val (?)

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

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.