Pattern #106: Back Buttons

Pattern #106  Tested 2 timesFirst tested by Alexander Krieger Recently tested by Melina Hess on Dec 21, 2021

Based on 2 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
Back Buttons (Variant A) Back Buttons (Variant B)

Expected Median Effects Of B

-

Progression

-

Leads

X.X%

Signups

(1 tests)

-

Engagement

X.X%

Sales

(1 tests)

-

Revenue

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(2 tests)

All 2 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

48.1% of 90% cumulative power target at 2% MDE from 2 tests Help replicate this with an A/B test

90%
↓
20.5% 34.7%
Signup 1 test: X%
Checkout 1 test: X%

Tested on

Tests

Added

Isolated

Test # 390 on Snocks.com by Melina HessMelina Hess Dec 21, 2021 Test link

Find Out How It Did With 22,852 Visitors

  • Measured by completed transactions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Back Buttons - Variant A A
Back Buttons - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
6%0.5%
12%1%
34.7%2%
80%3.6%
97.5%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment, the variation has a "Back To Shopping Cart" link right underneath the checkout button. Impact on sales was measured.

Get Access To See The Test Results

Added

Isolated

Test # 250 on Volders.de by Alexander KriegerAlexander Krieger Jul 25, 2019 Test link

Find Out How It Did With 16,894 Visitors

  • Measured by successful form submits

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Back Buttons - Variant A A
Back Buttons - Variant B B
Signup
Statistical Power by Minimum Detectable Effect
5%0.5%
8.2%1%
20.5%2%
80%4.9%
81%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment, a version without a back button was tested against a one where it was positioned in the upper left corner. This test occured on a second step of a contract cancellation service.

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.