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

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.