Pattern #64: Tunnel

Pattern Author: Vlad Malik - UI Analyst & Interaction Designer

Based on 3 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
  1. Removing Headers Or Footers Choice

    This pattern suggests to remove most header and footer links that might be acting as a distraction. This way only the steps and actions for a particular funnel or form fields remain visible.

Median Effects



Ex: First Action

(2 tests)



Ex: Leads, Quotes



Ex: Trials

(2 tests)



Ex: Future Action



Ex: Transactions

(1 tests)






Ex: Return Visits



Ex: Social Shares


Test #278 Tested on An Anonymous Site Jan 15, 2020

Find Out How It Performed With 1,369 Visitors

Shopping Cart Mobile
  • Measured by progressions to checkout   |   p-val (?)

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

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.

Get Access To See The Test Results

Test #210 Tested on by Lee Elkins Lee Nov 13, 2018

Find Out How It Performed With 13,871 Visitors

Home & Landing Paid Desktop, Mobile
  • Measured by form completion   |   p-val (?)

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

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.