Pattern #91: Forced Action
Pattern Author:
Marcos Ciarrocchi
- Product & Growth Manager @ Yummly
Based on 1 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect
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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.
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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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Engagement
Ex: Any Action / Visit
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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
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.