Pattern #20: Canned Response Save Pattern Bookmark

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 9 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
-5
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-2
-1
0
+1
+2
+3
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+5
Almost Certain Winner
Canned Response

  1. Add: Textarea Field Fewer Form Fields

    Counter intuitively, in this pattern we actually show a big textarea field and position it as the first one.

  2. Add: First Person Copy With Past Choice Smart Defaults

    The textarea field is then defaulted with a custom message written in the first person. As the second sentence, a previously made choice (by the user) is surfaced. This could be some particular item or product that users showed interest in on previous screens. This is meant to increase relevancy of the message.

  3. Add: Response Reassurance

    Finally, the last sentence explicitly mentions that the user is expecting a response followed by a "thank you". This increases the feeling that the user will receive a response and removes the risk of rejection (from investing effort into filling out the form and not hearing back).

Median Effects

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Engagement

Ex: Any Action / Visit

(3 tests)

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Conversions

Ex: Signups, Leads

(7 tests)

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Sales

Ex: Transactions, Upsells

(2 tests)

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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 #249 Tested on Autoscout24.com by Optimizely Optimizely Jul 17, 2019

Find Out How It Performed

Product

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  • Measured by successful form completions   |   p-val (?)

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A
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B

AutoScout24 is Europe’s largest online marketplace for new and used cars. As published by Optimizely, they tested a form pre-filled with text that read: ‘Hello. I am interested in your vehicle. Please contact me. Kind regards.’ 

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Test #248 Tested on Volders.de by Alexander Krieger Alexander Jul 16, 2019

Find Out How It Performed With 13,878 Visitors

Signup

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  • Measured by total contract cancellations   |   p-val (?)

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

In this experiment, an editable contract cancellation letter was tested against a non-editable one. The editable letter first appeared in a text state, which required a click on a link in order for it to be transformed into an editable textarea field.

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Test #231 Tested on Glass.net by Mark Freedle Mark Mar 14, 2019

Find Out How It Performed With 1,342 Visitors

Signup Desktop, Mobile

  • Measured by form submit to next step (validation)   |   p-val (?)

  • Measured by total form leads   |   p-val (?)

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

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Test #147 Tested on Reverb.com by Nicholas Evans Nicholas Jan 25, 2018

Find Out How It Performed With 40,229 Visitors

Product

  • Measured by offers started   |   p-val (?)

  • Measured by sales from offers & direct buys   |   p-val (?)

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

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Test #128 Tested on Acousticalsurfac... by Nina Bayatti Nina Dec 02, 2017

Find Out How It Performed With 2,951 Visitors

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  • Measured by successful form submissions   |   p-val (?)

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

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Test #109 Tested on 3dhubs.com by Rob Draaijer Rob Jun 01, 2017

Find Out How It Performed With 4,005 Visitors

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  •  

  • Measured by placed quotes   |   p-val (?)

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

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Test #100 Tested on Vivareal.com.br by Rodrigo Maués Rodrigo Aug 01, 2017

Find Out How It Performed With 203,704 Visitors

Product Mobile

  •  

  • Measured by form submits   |   p-val (?)

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

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Test #112 Tested on Glass.net by Mark Freedle Mark Jul 14, 2017

Find Out How It Performed With 13,197 Visitors

Signup Desktop, Mobile

  • Measured by visits to next screen   |   p-val (?)

  • Measured by visits to thank you page   |   p-val (?)

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

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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.