Pattern #83: Progressive Fields

Pattern #83  Tested 5 timesFirst tested by Rick Dawson Recently tested by Tael Pinault on Jul 02, 2019

Based on 5 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Progressive Fields (Variant A) Progressive Fields (Variant B)

Expected Median Effects Of B

?

Progression

(3 tests)

?

Leads

(2 tests)

?

Signups

(1 tests)

-

Engagement

?

Sales

(2 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(5 tests)

Tested on

Tests

Pattern #83: Progressive Fields
Was Tested On Volders.de by Michal Fiech

Replaced

Isolated

Test # 302 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Michal Fiech    Jun 09, 2020 Test link

Find Out How It Did With 35,884 Visitors

  • Measured by completed paid cancellations

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

In this experiment a long form (A) was replaced with a progressive form interaction (B). Most of the form fields would appear in a grey-disabled style, until the prerequioste fields were first filled out.

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The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 312 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Aug 14, 2020 Test link

Find Out How It Did With 2,861 Visitors

  • Measured by adds to cart

  • Measured by checkout visits

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

In this experiment, we tested a visible "Shipping Frequency" (A) option against a progressively displayed one (B) that would only appear after someone first chose a duration option. Thus in variation B, the buy box component would initially appear with fewer fields and smaller. The experiment measured initial progression and actual sales. 

Note on the data: the experiment was run a little shorter than usual, as one of the variations triggered a stop rule to protect losses (so the effect might be somewhat inflated from a lower power).

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Replaced

Isolated

Test # 39 on Over-blog.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Tael Pinault    Jul 02, 2019 Test link

Find Out How It Did With 10,464 Visitors

  • Measured by visits to post signup

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

This test explored a progressive disclosure interaction in variation B. When a user started typing text into the first field, two more fields expanded into view.

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Replaced

Isolated

Test # 9 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Rick Dawson    Sep 28, 2018 Test link

Find Out How It Did With 27,947 Visitors

  • Measured by visits to webinar registration form

  • Measured by webinar registrations

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  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

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Replaced

Isolated

Test # 91 on 3dhubs.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Rob Draaijer    Jan 01, 2017 Test link

Find Out How It Did With 54,916 Visitors

  • Measured by quote process starts

  • Measured by successful quote orders placed

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  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Listing

In this experiment, a long form with multiple steps was broken down into a progressive interaction form. In the B variant, as users would complete particular steps, new ones would be communicated subtly and finally come into full view.

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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.