Pattern #91: Forced Action

Pattern Author: Marcos Ciarrocchi - Partner @ Graphite | Prev. Head of Growth @ Yummly

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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-2
-1
0
+1
+2
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+5
Almost Certain Winner
Forced Action

  1. 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.

  2. 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). 

Median Effects

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Progression

Ex: First Action

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Leads

Ex: Leads, Quotes

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Signups

Ex: Trials

(3 tests)

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Engagement

Ex: Future Action

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Sales

Ex: Transactions

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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

Test #193 Tested on Yummly.com by Marcos Ciarrocchi Marcos Aug 07, 2018

Find Out How It Performed With 1,335,347 Visitors

Signup Desktop, Mobile

  • Measured by post signups page visits   |   p-val (?)

Zoom In
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
A
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
B

In this experiment, the presence of an additional "skip all" text link was tested on a multiple step signup flow. The skip all link allowed users to bypass personalization questions and go straight to their app dashboard. The control (A) shows its presence, and in variant B we can see it was removed.

Get Access To See The Test Results

Test #291 Tested on Elevate App by Jesse Germinario Jesse Mar 30, 2020

Find Out How It Performed With 135,631 Visitors

Signup Mobile

  • Measured by successful trial account starts   |   p-val (?)

Zoom In
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
A
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
B

This experiment was ran on the initial onboarding screens of the Elevate App - right after installing and launching the app for the first time. The change was the removal of subtle "skip" links that fast tracked users to the signup/login screen (Get Started). Hence in the variation, all users had to scroll through the 4 introductory messages before being asked to create an account.

Get Access To See The Test Results

Test #214 Tested on Yummly.com by Marcos Ciarrocchi Marcos Dec 07, 2018

Find Out How It Performed

Signup Mobile

  • p-val (?)

Zoom In
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
A
  • (?)% ((?) successes out of (?) visits)
  • (?)% ((?) successes out of (?) visits)
B

In this experiment, the highly prominent "skip" button was replaced with a less prominent text link. The copy of the skip text link also clarified the consequence of the action - losing out on personalization benefits. More so, the habitual top-right cancel icon was also removed.

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.