Pattern #8: Natural Language Forms
Pattern #8 Tested 5 timesFirst tested by Greg Van Horn Recently tested by Patrick McKenzie on Aug 26, 2016
Based on 5 Tests, Members See How Likely Version B Wins Or Loses And By How Much
Measured by the sum of negative and positive tests.
Expected Median Effects Of B
Airbnb A/B Tests And Rejects A Natural Language Form
Airbnb just completed an interesting experiment on their Become A Host landing page. They replaced a simple headline with a more dynamic natural language form that provided a sense of how much money someone could make from hosting their place. 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.