Pattern #97: Bigger Form Fields

Pattern #97  Tested 4 timesTested by Stanley Zuo on Jan 24, 2024

Based on 4 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Bigger Form Fields (Variant A) Bigger Form Fields (Variant B)

Expected Median Effects Of B

?

Progression

(4 tests)

?

Leads

(1 tests)

?

Signups

(1 tests)

-

Engagement

?

Sales

(1 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(4 tests)

Tests

Pattern #97: Bigger Form Fields
Was Tested On Backstage.com by Stanley Zuo

Replaced

Isolated

Test # 304 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Jun 29, 2020 Test link

Find Out How It Did With 109,372 Visitors

  • Measured by application starts

  • Measured by email submits to create an account

In this experiment, larger "Apply" buttons were shown on a casting detail page. The application funnel would take users through a series of steps leading to a paid membership subscription. The experiment measured initial progression and account signups (email signups).

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The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 514 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Jan 24, 2024 Test link

Find Out How It Did With 164,436 Visitors

  • Measured by Clicks on job role

  • Measured by adds to cart (subscribe start)

  • Measured by checkouts

In this experiment, the click area of job listing tiles was expanded to the size of the full job tile. In the control, the click area was smaller - mostly only the job headline, along with additional "view more" links on the right hand column. Clicking the tile or headline would open up a new job details page in both control and variation. Impact on progression and membership sales was measured.

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Replaced

Isolated

Test # 404 on Expertinstitute.... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Ardit Veliu    Mar 31, 2022 Test link

Find Out How It Did With 6,408 Visitors

  • Measured by form completions

In this experiment, the button width was extended to the full width of the form above. Impact on leads was measured.

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Replaced

Isolated

Test # 348 on Flukenetworks.co... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Marika Francisco    Apr 22, 2021 Test link

Find Out How It Did With 39,992 Visitors

  • Measured by visits to Get Quote form

In this simple experiment, the size of the "Get Quote" button in the top navigation was increased. 

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Leaks

Leak #13 from Airbnb.com   |   Jun 18, 2019 Signup

Airbnb Switched To A Bigger Button After Running This Design Experiment

Here is a perfectly simple optimization of a "Get started" button on Airbnb's host signup landing page. Airbnb ran an experiment of a smaller vs larger button size. I know because I managed to capture two diverse screenshots with the same date stamp. :) More so, a few months later Airbnb rolled out the later button to 100% of their traffic - hinting at a successful experiment outcome. View Leak

+0.5 Evidence

Leak #23 from Zalando.de   |   Sep 9, 2019 Product

Zalando Rejects A/B Tested Company Logos And A Smaller Add-To-Cart Button

Zalando (Germany) has been experimenting with at least two interesting cascade variations on their product page. Both of these variations seem to have been rejected which is consistent with other evidence in favor of larger buttons.  View Leak

+0.5 Evidence

Leak #31 from Netflix.com   |   Nov 4, 2019 Home & Landing

Netflix Designs Their Button A Little Too Big

Sooner or later design properties should reach optimums for their given contexts. That is, UI elements will become just right - not too big and not too small, or not too high and not to low, etc. In this leak, it seems that Netflix has approached such an optimum when they tested various button sizes on their landing page. Given that form elements and buttons should generally be bigger, it was inevitable for this new evidence to appear as an example of a button being simply too big - as seen in this beautiful experiment. :) View Leak

-0.5 Evidence

Leak #44 from Etsy.com   |   Feb 10, 2020 Global

Etsy Discovers A Better, Padded And Wider Search Bar In This A/B/C Test

Etsy just completed a cascade experiment with 3 version of their global search bar. Interestingly the cascaded version with all inherited changes, took the lead. View Leak

+0.5 Evidence

Leak #76 from Bol.com   |   Feb 4, 2022 Product

Bol A/B Tested A More Padded Button

Last year I captured this button experiment from Bol (a leading online retailer in the Netherlands). They tested a smaller button with less padding against a slightly more bloated one. It's now clear that the variation was rolled out completely - consistent with the bigger form fields and buttons pattern. View Leak

+0.5 Evidence

Leak #89 from Bol.com   |   Jan 2, 2023 Product

Bol A/B Tests A Bigger Add-To-Cart Button That Is Rejected

After detecting some success with a more padded button, Bol continued their a/b test iteration. The Dutch online retailer ran an experiment with an even wider add-to-cart button on their product pages. View Leak

-0.5 Evidence

Leak #92 from Amazon.com   |   Apr 12, 2023 Product

Amazon A/B Tests Wider Buy Boxes On Their Product Pages

Amazon was noticed A/B/C testing at least 2 wider buy box variations on multiple product detail pages. This was an interesting "intensity" experiment where the same hypothesis (related to layout column widths) was varied with 2 intensities. View Leak

-0.5 Evidence

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.