Paktor
A mobile dating app in Asia where users like or dislike profiles.
Paktor tested a heart and X redesign of its like and dislike buttons against the existing thumbs up and down icons, and the familiar thumbs won. They lifted like clicks 6%, dislike clicks 4.3% and repeat app usage 2.3%. The lesson: don't assume a more emotional icon beats a plain one, test it, and track repeat usage alongside clicks.
- Expected to look more appealing
- Lost the A/B test
- Like clicks up 6%
- Dislike clicks up 4.3%
- Repeat app usage up 2.3%
Thumbs won on clicks and repeat usage
From Paktor A/B test
What was said about Paktor
Paktor's familiar thumbs up and down icons beat a heart and X redesign. Paktor expected a heart and an X to make its like and dislike buttons more appealing, but the thumbs up and down icons won the A/B test. Thumbs raised like clicks by 6%, dislike clicks by 4.3% and repeat app usage by 2.3%.
The team tracked clicks on both buttons and also repeat app usage, so the win covered retention and not only taps. The takeaway is to treat design hypotheses as guesses, test core action icons before rolling out, and add a retention metric to interface tests.
Version A and version B as Paktor tested them.
Heart vs thumbs up icon: Paktor's A/B test
Tested a heart and X redesign of its like and dislike buttons against the existing thumbs up and down icons. Thumbs won, lifting like clicks 6%, dislike clicks 4.3% and repeat app usage 2.3%.
Paktor's familiar thumbs up and down icons beat a heart and X redesign. Paktor expected a heart and an X to make its like and dislike buttons more appealing, but the thumbs up and down icons won the A/B test. Thumbs raised like clicks by 6%, dislike clicks by 4.3% and repeat app usage by 2.3%.
The team tracked clicks on both buttons and also repeat app usage, so the win covered retention and not only taps. The takeaway is to treat design hypotheses as guesses, test core action icons before rolling out, and add a retention metric to interface tests.
Version A and version B as Paktor tested them.
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