Pattern #88: Action Button

Pattern Author: Julian Gaviria - Director of User Experience @thomasnet

Based on 3 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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0
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Almost Certain Winner
Action Button
  1. Action Label With Object Explaining

    The idea is to use a button or link label that start with a verb. The action is then followed by the object or thing being acted upon.

Median Effects

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Engagement

Ex: Any Action / Visit

(3 tests)

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Conversions

Ex: Signups, Leads

(1 tests)

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Sales

Ex: Transactions, Upsells

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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 #88: Action Button
Was Tested On Thomasnet.com by Julian Gaviria

Test #246 Tested on Thomasnet.com by Julian Gaviria Julian Jun 12, 2019

Find Out How It Performed

Navigation Desktop, Mobile
  • Measured by total clicks on "Network" or "Find Supplier" links   |   p-val (?)

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In this experiment, the navigation label was changed from "Network" to "Find Suppliers". The idea was to make use of an action label with a clearer benefit.

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #208 Tested on Thomasnet.com by Julian Gaviria Julian Nov 02, 2018

Find Out How It Performed With 39,170 Visitors

Listing Desktop, Mobile
  • Measured by visits to company profile   |   p-val (?)

  • Measured by company RFI contacts   |   p-val (?)

Get Access To See The Test Results

Test #207 Tested on Suzuki.be by Karl Gilis Karl Nov 01, 2018

Find Out How It Performed

Product Desktop
  • Measured by visits to next product pages   |   p-val (?)

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This test ran on the Suzuki Swift landing page. In the B variation, the words ‘Discover the <name of car model>’ was added for each sub product. (in Dutch: ‘Bekijk de…’).

Get Access To See The Test Results

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.