Pattern #19: Benefit Testimonials

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 3 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Benefit Testimonials
  1. Real Customer Photo Authenticity

    A small thumbnail of a customer photo giving the testimonial.

  2. Highlighted Benefit Heading Benefits

    A key benefit is highlighted in a headling based on what the customer liked about the product or service. This allows readers to quickly scan a summary of the testimonial at a high level without having to read the full paragraph.

  3. Introduction Or Bio Authenticity

    The customer or person providing the testimonial is introduced before the actual testimonial itself. Some ways of achieving this include showing: a bio paragraph, location, professional title or specialization.

  4. Testimonial Social Proof

    Finally, the testimonial is shown as the last item.

Median Effects



Ex: First Action

(2 tests)



Ex: Leads, Quotes



Ex: Trials

(1 tests)



Ex: Future Action



Ex: Transactions

(2 tests)






Ex: Return Visits



Ex: Social Shares


Test #245 Tested on by Niels Hapke Niels Jun 11, 2019

Find Out How It Performed With 130,872 Visitors

Signup Desktop
  • Measured by successful registrations   |   p-val (?)

In this experiment a more elaborate and authentic testimonial was used instead of three more generic ones from social media sites.

Get Access To See The Test Results

Test #48 Tested on by Herman Klein Oct 01, 2016

Find Out How It Performed With 19,399 Visitors

  • Measured by customization starts   |   p-val (?)

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

Get Access To See The Test Results

Test #83 Tested on by Jaymie Friesen Mar 02, 2017

Find Out How It Performed With 25,482 Visitors

Home & Landing
  • Measured by starting the signup funnel   |   p-val (?)

  • Measured by visits to thank you page (3 more steps)   |   p-val (?)

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.