Pattern #72: Priming Step
Pattern Author:
Ethan Smith
- Growth Advisor: Masterclass, Ticketmaster, Thumbtack (Chief Growth @Yummly)
Experimental Pattern
Based on imagination. But just how long until someone tests it? :)
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Extra Step Smaller Commitments
An additional step is added at the beginning of a signup flow or funnel.
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Clear Benefit Benefits
The extra step contains a simple message reminding about what users will receive for completing the next steps.
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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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Engagement
Ex: Any Action / Visit
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Conversions
Ex: Signups, Leads
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Sales
Ex: Transactions, Upsells
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Revenue
Ex: AOV, LTV
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Retention
Ex: Return Visits
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Referrals
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.