Pattern #30: Authentic Photos

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
Authentic Photos
  1. Add: Real Photos Authenticity

    This pattern conveys authenticity with the use of real and authentic photos. The photos can be of staff, products (taken by customers), or outcomes as a result of a service.

Median Effects



Ex: First Action

(2 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action



Ex: Transactions

(1 tests)






Ex: Return Visits



Ex: Social Shares


Pattern #30: Authentic Photos
Was Tested On

Test #63 Tested on by Doug Baltman Jan 01, 2017

Find Out How It Performed With 6,000 Visitors

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

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #363 Tested on An Anonymous Site Jul 05, 2021

Find Out How It Performed With 24,655 Visitors

Product Desktop, Mobile
  • Measured by adds to cart   |   p-val (?)

  • Measured by completed sales   |   p-val (?)

In this experiment, six product photos from were added which showed the actual products (including unboxing images).

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.