Pattern #72: Priming Step

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

Experimental Pattern

Without any backing test results - for now at least.

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).

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.