Pattern #4: Testimonials

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 12 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Testimonials
  1. Add: Testimonial Copy Social Proof

    Show an actual statement from a real customer on what they have said about a product or service.

Median Effects

?

Engagement

Ex: Any Action / Visit

(9 tests)

?

Conversions

Ex: Signups, Leads

(3 tests)

?

Sales

Ex: Transactions, Upsells

(8 tests)

?

Revenue

Ex: AOV, LTV

?

Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Pattern #4: Testimonials
Was Tested On Analytics-toolkit.com by Georgi Z. Georgiev

Test #271 Tested on Analytics-toolki... by Georgi Z. Georgiev Georgi Nov 24, 2019

Find Out How It Performed With 2,432 Visitors

Signup Desktop, Mobile
  •  

  • Measured by total free signups   |   p-val (?)

In this experiment, the test variant showed 2 testimonials on the user registration / free trial registration page at Analytics-Toolkit.com

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The Same Pattern Was Also Tested Here

Test #266 Tested on An Anonymous Site Oct 25, 2019

Find Out How It Performed With 17,139 Visitors

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

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

In this experiment, a product page showed customer reviews at the bottom of the page (B) instead of hiding them under a tab (A).

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Test #197 Tested on Reverb.com by Nicholas Evans Nicholas Sep 04, 2018

Find Out How It Performed With 223,110 Visitors

Product Desktop
  •  

  • Measured by orders placed   |   p-val (?)

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Test #192 Tested on Refactoring.guru by Alexander Shvets Alexander Aug 07, 2018

Find Out How It Performed With 6,504 Visitors

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

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

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Test #188 Tested on Thomasnet.com by Julian Gaviria Julian Jul 11, 2018

Find Out How It Performed

Home & Landing Desktop, Mobile
  • Measured by visits to Get Listed page   |   p-val (?)

  •  

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Test #176 Tested on Kenhub.com by Niels Hapke Niels May 16, 2018

Find Out How It Performed With 3,333 Visitors

Checkout Desktop, Mobile
  • Measured by adds to cart / purchase starts   |   p-val (?)

  • Measured by actual purchases   |   p-val (?)

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Test #135 Tested on Akademiafotograf... by Grzegorz Jancewicz Grzegorz Dec 18, 2017

Find Out How It Performed With 3,927 Visitors

Home & Landing
  • Measured by visits on any course listing pages   |   p-val (?)

  • Measured by lead form submits   |   p-val (?)

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Test #115 Tested on Akademiafotograf... by Grzegorz Jancewicz Grzegorz Sep 01, 2017

Find Out How It Performed With 13,817 Visitors

Product
  •  

  • Measured by course lead form submissions   |   p-val (?)

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Test #89 Tested on Ssdnodes.com by Matt Connor Jun 01, 2017

Find Out How It Performed With 2,325 Visitors

Checkout
  • Measured by visits to next step   |   p-val (?)

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

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Test #83 Tested on Onlinefaxes.com 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 (?)

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

Find Out How It Performed With 19,399 Visitors

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

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

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Test #47 Tested on Adoramapix.com by Herman Klein Jun 09, 2016

Find Out How It Performed With 3,083 Visitors

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

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

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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.