Pattern #9: Multiple Steps

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

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

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Multiple Steps
  1. Add: More Steps Smaller Commitments

    This pattern suggests to break one bigger taks into a set of smaller steps. It may be easier to feel accomplishment this way as smaller tasks are completed more quickly.

Median Effects

?

Engagement

Ex: Any Action / Visit

(1 tests)

?

Conversions

Ex: Signups, Leads

(2 tests)

?

Sales

Ex: Transactions, Upsells

(1 tests)

?

Revenue

Ex: AOV, LTV

(1 tests)

?

Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Pattern #9: Multiple Steps
Was Tested On 3dhubs.com by Rob Draaijer

Find Out How It Performed With 54,916 Visitors

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

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

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The Same Pattern Was Also Tested Here

Find Out How It Performed With 7,610 Visitors

Screen: Shopping Cart
  •  

  • Measured by visits to post-payment   |   p-val (?)

Telestream specializes in software that make it possible to get video content to any audience regardless of how it is created, distributed, or viewed. Telestream’s customer acquisition strategy is centered around driving traffic to their website to trial, or to purchase from their online store. Shoppers can buy software online, download it right away, and immediately start using it. The variation was designed with the same information as the control except spread across 4 steps (instead of 3). The rationale was that each step would be shorter and less overwhelming for the user.

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  • Test 1
  • Tested on An Anonymous Site
  • May 01, 2015

Find Out How It Performed With 18,081 Visitors

Screen: Product
  •  

  • Measured by visits to final thank you page   |   p-val (?)

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  • Test 129
  • Tested on Barackobama.com by Kyle Rush
  • Jun 01, 2012

Maybe It Worked Here

Screen: Checkout

Source: kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/

Kyle's team changed a donation form for the Barack Obama 2012 campaign from a single step to a 4 step one. The 4 steps were: amount, personal information, billing information and occupation/employer.

"Our plan was to separate the field groups into four smaller steps so that users did not feel overwhelmed by the length of the form." - Kyle Rush

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.