Pattern #85: Benefit Button

Pattern #85  Tested 5 timesFirst tested by Andrei Zakhareuski Recently tested by Herman Klein on Aug 13, 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
Benefit Button (Variant A) Benefit Button (Variant B)

Expected Median Effects Of B

?

Progression

(5 tests)

?

Leads

(1 tests)

-

Signups

-

Engagement

?

Sales

(3 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(5 tests)

Tests

Replaced

Isolated

Test #40 on Adoramapix.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Herman Klein    Aug 13, 2019 Test link

Find Out How It Did With 13,454 Visitors

  • Measured by order starts

  • Measured by successful orders

In this experiment only the button label changed. The control had a more immediate (next step-oriented) button label of "Upload Your Photos Now". The variation tried a more benefit-oriented button of "Order Now" (hinting at paying and obtaining the product).

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Replaced

Isolated

Test #213 on Mt.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Vito Mediavilla    Dec 04, 2018 Test link

Find Out How It Did With 26,639 Visitors

  • Measured by lead form visits

  • Measured by form submits

In this variation, a longer button label with a clearer benefit was tested against a shorter one.

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Replaced

Isolated

Test #204 on Kenhub.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Niels Hapke    Oct 11, 2018 Test link

Find Out How It Did With 171,904 Visitors

  • Measured by clicks on "help" link

  • Measured by subscriptions started

In the variation, the "Help" section was reworded to "How to study".

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Isolated

Test #6 on Runrun.it by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Franklin Valadares    Sep 15, 2015 Test link

Find Out How It Did With 9,618 Visitors

  • Measured by visits to signup screen

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Replaced

Isolated

Test #203 on Driving-tests.or... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrei Zakhareuski    Oct 10, 2018 Test link

Find Out How It Did With 67,451 Visitors

  • Measured by visits to premium landing page

  • Measured by actual sales

In the variation, the button label "Upgrade To Premium" was changed to one with a clearer benefit of "Pass The First Time".

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Leaks

Leak #19 from Airbnb.com   |   Aug 13, 2019 Product

Airbnb A/B Tested These 3 Button Labels And They All Failed

Button label tests are easy to setup, including this one that Airbnb ran on their property listing pages. In total we detected that they a/b tested 3 variations against the original control. One month later, all treatment variations were rejected suggesting that the "Reserve" button defended its superior performance. View Leak

+0.5 Evidence

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.