Pattern #83: Progressive Fields

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 4 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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-3
-2
-1
0
+1
+2
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+5
Almost Certain Winner
Progressive Fields
  1. Extra Form Fields Smaller Commitments

    The idea of this pattern is to show form fields progressively after clicking the submit button (or after filling out particular fields). Could this frustrate users or is this is a good way of not overwhelming people with too many fields right away?

Median Effects

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Engagement

Ex: Any Action / Visit

(3 tests)

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Conversions

Ex: Signups, Leads

(2 tests)

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Sales

Ex: Transactions, Upsells

(2 tests)

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Pattern #83: Progressive Fields
Was Tested by Jakub Linowski

Test #312 Tested on An Anonymous Site Aug 14, 2020

Find Out How It Performed With 2,861 Visitors

Product Desktop, Mobile
  • Measured by adds to cart   |   p-val (?)

  • Measured by checkout visits   |   p-val (?)

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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The Same Pattern Was Also Tested Here

Test #302 Tested on Volders.de by Michal Fiech Michal Jun 09, 2020

Find Out How It Performed With 35,884 Visitors

Signup Desktop, Mobile
  •  

  • Measured by completed paid cancellations   |   p-val (?)

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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Test #9 Tested on An Anonymous Site Sep 28, 2018

Find Out How It Performed With 27,947 Visitors

Home & Landing Desktop, Mobile
  • Measured by visits to webinar registration form   |   p-val (?)

  • Measured by webinar registrations   |   p-val (?)

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Test #91 Tested on 3dhubs.com by Rob Draaijer Rob Jan 01, 2017

Find Out How It Performed With 54,916 Visitors

Listing
  • Measured by quote process starts   |   p-val (?)

  • Measured by successful quote orders placed   |   p-val (?)

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.