Pattern #64: Tunnel

Pattern #64  Tested 4 timesFirst tested by Lee Elkins Recently tested by Ondřej Ilinčev on Jan 20, 2023

Based on 4 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

?

Progression

(2 tests)

-

Leads

?

Signups

(2 tests)

-

Engagement

?

Sales

(2 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(4 tests)

Tests

Pattern #64: Tunnel
Was Tested On Bomgar.com by Lee Elkins

Removed

Isolated

Test #210 on Bomgar.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Lee Elkins    Nov 13, 2018 Test link

Find Out How It Did With 13,871 Visitors

  • Measured by form completion

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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The Same Pattern Was Also Tested Here

Removed

Isolated

Test #450 on Trenyrkarna.cz by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Ondřej Ilinčev    Jan 20, 2023 Test link

Find Out How It Did With 4,737 Visitors

  • Measured by completed transactions

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 Tested on An Anonymous Site    Jan 15, 2020 Test link

Find Out How It Did With 1,369 Visitors

  • Measured by progressions to checkout

  • Measured by completed sales

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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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.