Pattern #91: Forced Action
Pattern Author: Marcos Ciarrocchi - Partner @ Graphite | Prev. Head of Growth @ Yummly
Avoid Habitual Dismiss Options Exposing Options
This pattern suggests to minimize the visiblity of highly prominent dismiss options and replace them with more intentional ones. Users could be habitually used to clicking collapse, cancel or skip options just to get through a series of steps quicker - without much regard for what they might be missing out. To combat this, in this pattern a dismiss choice is replaced with a less visible and more intentional one.
Show Loss Of Dismissing Loss Aversion
The loss of skipping or cancelling is explained honesty without any over dramatization (ex: a dismiss will result in a lack of personalization).
Ex: First Action
Ex: Leads, Quotes
Ex: Future Action
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
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.