Pattern #72: Priming Step
Pattern Author: Ethan Smith - Growth Advisor: Masterclass, Ticketmaster, Thumbtack (Chief Growth @Yummly)
Extra Step Smaller Commitments
An additional step is added at the beginning of a signup flow or funnel.
Clear Benefit Benefits
The extra step contains a simple message reminding about what users will receive for completing the next steps.
Single Confirmation Choice
There is only a single action to move forward (user can still go back with their browser).
Ex: First Action
Ex: Leads, Quotes
Ex: Future Action
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
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.