Pattern #72: Priming Step

Pattern Author: Ethan Smith - Growth Advisor: Masterclass, Ticketmaster, Thumbtack (Chief Growth @Yummly)

Based on 1 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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0
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Almost Certain Winner
Priming Step

  1. Extra Step Smaller Commitments

    An additional step is added at the beginning of a signup flow or funnel.

  2. Clear Benefit Benefits

    The extra step contains a simple message reminding about what users will receive for completing the next steps.

  3. Single Confirmation Choice

    There is only a single action to move forward (user can still go back with their browser).

Median Effects

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Progression

Ex: First Action

(1 tests)

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Leads

Ex: Leads, Quotes

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Signups

Ex: Trials

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Engagement

Ex: Future Action

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Sales

Ex: Transactions

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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

Test #309 Tested on Thomasnet.com by Julian Gaviria Julian Jul 24, 2020

Find Out How It Performed

Listing Desktop

  • Measured by visits to the Email form step   |   p-val (?)

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

In this experiment, an extra step was prepended at the beginning of a multiple step signup modal flow. The signup modal would appear on listing pages after requests to contact a listed company. The idea was to prime users with benefits of signing up in order to increase their motivation to do so. The experiment measured the impact on the initial progression (to the step with the email 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.