Pattern #4: Testimonials

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 14 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

?

Progression

Ex: First Action

(10 tests)

?

Leads

Ex: Leads, Quotes

(2 tests)

?

Signups

Ex: Trials

(2 tests)

?

Engagement

Ex: Future Action

?

Sales

Ex: Transactions

(9 tests)

?

Revenue

Ex: AOV, LTV

?

Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Pattern #4: Testimonials
Was Tested On Mvideo.ru by Andrey Andreev

Test #365 Tested on Mvideo.ru by Andrey Andreev Andrey Jul 13, 2021

Find Out How It Performed With 78,120 Visitors

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

In this experiment, reviews on product pages were exposed completely. Instead of hiding them under a clickable tab, they were shown by default in the variation. Impact on sales was measured.

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #308 Tested on Umbraco.com by Lars Skjold Iversen Lars Jul 23, 2020

Find Out How It Performed With 107,783 Visitors

Home & Landing Desktop
  • Measured by signup trial starts   |   p-val (?)

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

In this experiment, three testimonials were added mid way though on a CMS landing page. At the end of the customer testimonials an additional trial signup button was also added - which was also the primary metric. 

Get Access To See The Test Results

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

Get Access To See The Test Results

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

Find Out How It Performed With 17,139 Visitors

Product Desktop, Mobile
  • 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).

Get Access To See The Test Results

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 (?)

In the variation, customer reviews were exposed from a less visible tab view.

Get Access To See The Test Results

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 (?)

In this experiment, a number of customer reviews were added at the middle of a product page.

Get Access To See The Test Results

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

Find Out How It Performed With 3,945 Visitors

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

In this experiment, a testimonial with a repeated call to action was placed at the bottom of a landing page.

Get Access To See The Test Results

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 (?)

In this experiment, testimonials were added on a checkout screen.

Get Access To See The Test Results

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

Find Out How It Performed With 3,927 Visitors

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

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

Get Access To See The Test Results

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

Find Out How It Performed With 13,817 Visitors

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

Get Access To See The Test Results

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 (?)

Get Access To See The Test Results

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 (?)

Get Access To See The Test Results

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 (?)

Get Access To See The Test Results

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 (?)

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.