Listing: Priming Step
Hypothesis
If we implement 'Priming Step' on listing pages (In this experiment, an extra step was prepended at the beginning of a multiple step signup modal flow), then key conversion metrics will improve.
Test Results
Key Learning
Context: Friction during the listing process causes users to abandon right when they're closest to converting.
What was tested: REAL-WORLD TEST: 'Priming Step' was tested on a live listing page. The test involved 6,146 real visitors. Full statistical results require paid access. Test methodology: In this experiment, an extra step was prepended at the beginning of a multiple step signup modal flow. The signup modal would appear on listing pages ...
Result: No statistically significant difference was detected. Navigation tests that don't show a difference may indicate the issue is content findability, not menu structure. Consider search and filtering improvements.
How to Apply This to Your Site
This experiment tested listing: priming step but produced no statistically significant change. The test was run on a category page page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that navigation tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, an extra step was prepended at the beginning of a multiple step signup modal flow. The signup modal would appear on listing pages after requests to contact a listed company. The idea was to prime users with benefits of signing up in order to increase their motivation to do so. The experiment measured the impact on the initial progression (to the step with the email form).
Methodology
Build On These Learnings
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