Pattern #64: Tunnel

Pattern #64  Tested 9 timesFirst tested by Lee Elkins Recently tested by Andrey Andreev on Oct 28, 2025

Based on 9 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
Tunnel (Variant A) Tunnel (Variant B)

Expected Median Effects Of B

X.X%

Progression

(4 tests)

-

Leads

X.X%

Signups

(2 tests)

-

Engagement

X.X%

Sales

(7 tests)

-

Revenue

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(9 tests)

All 9 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

54.6% of 90% cumulative power target at 1% MDE from 9 tests Help replicate this with an A/B test

90%
↓
3.6% 3.1% 3.6% 4.5% 9.8% 6% 5.7% 8.8% 27.6%
Signup 1 test: X%
Home & Landing 1 test: X%
Shopping Cart 5 tests: X%
Checkout 2 tests: X%

Tested on

Tests

Removed

Isolated

Test # 615 on Online.metro-cc.... by Andrey AndreevAndrey Andreev Oct 28, 2025 Test link

Find Out How It Did With 206,500 Visitors

  • Measured by completed sales

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
10%0.5%
27.6%1%
77.9%2%
80%2.1%
99.9%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment, two sets of distractions were removed from the checkout put. First, the search bar was removed from the top of the screen. Second, a series of app links were also removed from the bottom of the screen near the footer. Impact on checkouts was measured.

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Removed

Isolated

Test # 518 Feb 14, 2024 Test link

Find Out How It Did With 10,900 Visitors

  • Measured by visits checkout

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
5%0.5%
8.8%1%
22.6%2%
80%4.6%
85.8%5%
99.9%10%
99.9%15%
99.9%20%

This was an experiment on the first checkout step where users would enter shipping information. The control had a longer footer with more additional sitewide links and a call to action to a newsletter. The variation removed these elements and kept the focus on the shipping information task. Impact on progression to next step and sales was measured.

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Removed

Isolated

Test # 457 by Jakub LinowskiJakub Linowski Feb 26, 2023 Test link

Find Out How It Did With 4,452 Visitors

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Shopping Cart
Statistical Power by Minimum Detectable Effect
4%0.5%
5.7%1%
11.7%2%
48.6%5%
80%7.3%
97.2%10%
99.9%15%
99.9%20%

In this experiment, hamburger navigation with product links, was removed from the shopping / add to cart page. Tertiary links (How It Works, Guarantee details and support pages) were also removed, while a "Secure Checkout" message was brought into the header. This header version was already present on the next checkout page, and was copied over one step earlier. The idea was to keep customers within the checkout flow. Impact on sales was measured.

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Removed

Isolated

Test # 453 by Jakub LinowskiJakub Linowski Jan 31, 2023 Test link

Find Out How It Did With 17,107 Visitors

  • Measured by to checkout page

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Shopping Cart
Statistical Power by Minimum Detectable Effect
5%0.5%
9.8%1%
26.7%2%
80%4.2%
91.8%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment, the footer was simplified with multiple elements being removed (catalog request, secondary links, and a guarantee). Additionally, a more prominent phone number was also displayed.

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Removed

Isolated

Test # 454 on Trenyrkarna.cz by Ondřej IlinčevOndřej Ilinčev Jan 31, 2023 Test link

Find Out How It Did With 18,201 Visitors

  • Measured by completed transactions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Shopping Cart
Statistical Power by Minimum Detectable Effect
4%0.5%
6%1%
12.4%2%
51.9%5%
80%7%
97.9%10%
99.9%15%
99.9%20%

In this shopping cart experiment, a tall footer was completely removed. The footer contained elements such as: app download links, a newsletter signup, secondary web site links, trust symbols, social media icons and company contant information. Impact on sales was measured.

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Removed

Isolated

Test # 450 on Trenyrkarna.cz by Ondřej IlinčevOndřej Ilinčev Jan 20, 2023 Test link

Find Out How It Did With 4,737 Visitors

  • Measured by completed transactions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Shopping Cart
Statistical Power by Minimum Detectable Effect
3%0.5%
4.5%1%
7.5%2%
25.4%5%
73.3%10%
80%10.9%
97.1%15%
99.9%20%

In this experiment, top category navigation (with fly out categories) was removed from the shopping cart of an online store. Impact on sale transactions was measured.

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Removed

Isolated

Test # 278 by Someone Someone Jan 15, 2020 Test link

Find Out How It Did With 1,369 Visitors

  • Measured by progressions to checkout

  • Measured by completed sales

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Shopping Cart
Statistical Power by Minimum Detectable Effect
3%0.5%
3.6%1%
5%2%
12%5%
34.6%10%
64.8%15%
80%18%
87.6%20%

In this experiment, multiple elemenets were removed from the bottom of the cart page. This was done to see if they were potential distractions that hindered the purchase process. The elements included such things as: Order details (visible on other pages), large product photo, a "what you receive" section with selling points, more reassurances, and a newsletter subscribe box.

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Removed

Isolated

Test # 210 on Bomgar.com by Lee ElkinsLee Elkins Nov 13, 2018 Test link

Find Out How It Did With 13,871 Visitors

  • Measured by form completion

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Home & Landing Paid
Statistical Power by Minimum Detectable Effect
3%0.5%
3.1%1%
3.7%2%
6.3%5%
13.5%10%
24.4%15%
38.6%20%
80%34.7%

In this experiment, the header navigation links were removed on a landing page in order to provide more focus to the signup form.

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Removed

Isolated

Test # 165 on Bomgar.com by Lee ElkinsLee Elkins Apr 04, 2018 Test link

Find Out How It Did With 7,191 Visitors

  • Measured by visits to next step

  • Measured by step 3 visits

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Tunnel - Variant A A
Tunnel - Variant B B
Signup
Statistical Power by Minimum Detectable Effect
3%0.5%
3.6%1%
5%2%
11.8%5%
33.5%10%
62.4%15%
80%18.6%
85.2%20%

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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.