Pattern #29: Surfaced Content

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 2 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Surfaced Content
  1. Add: Quality Content

    This pattern starts by showing a reference to top content, such as blog post or educational articles. It provides readers with an option to further educate themselves with a problem/solution while building trust.

  2. Add: Visible Call To Action

    The content articles should have a visible call to action somewhere at the end that’s consistent with the message on the previous page.

Median Effects



Ex: First Action

(1 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action



Ex: Transactions

(2 tests)






Ex: Return Visits



Ex: Social Shares


Pattern #29: Surfaced Content
Was Tested On by Martin Wong

Test #93 Tested on by Martin Wong Martin Aug 01, 2017

Find Out How It Performed With 102,416 Visitors

Home & Landing
  • Measured by visits to any nutrition article page   |   p-val (?)

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

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #12 Tested on by Nicole Morris Dec 01, 2015

Find Out How It Performed With 26,652 Visitors

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

In the B variation, 3 blog posts were referenced at the bottom of the homepage. Each of the blog post articles also contained strong copy to present the problem the service was helping customers with (porn addition) - along with clear calls to start a subscription (the primary metric).

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.