Pattern #78: Structured Information
Pattern Author:
Kimberly Cheung
- Product Manager at Yummly
Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

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Visible Tags Explaining
This pattern asks the questions whether to show or hide metadata, tags or descriptors for each listing or tile card.
Median Effects
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Progression
Ex: First Action
(2 tests)
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Leads
Ex: Leads, Quotes
(1 tests)
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Signups
Ex: Trials
(1 tests)
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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
Leaks
Amazon Discovers That Showing Structured Product Details Is Better
Amazon has been seen a/b testing the addition of product details or technical specifications, visibly above the fold. In this captured screenshot for example, we see such technical information as storage size, model numbers and types of interfaces. Interestingly, this change was rolled out when the experiment finished - hinting at a positive probability. View Leak
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.