Pattern #4: Testimonials

Pattern #4  Tested 21 timesFirst tested by Herman Klein Recently tested by Andrey Andreev on Aug 22, 2025

Based on 21 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Testimonials (Variant A) Testimonials (Variant B)

Expected Median Effects Of B

?

Progression

(16 tests)

?

Leads

(2 tests)

?

Signups

(3 tests)

-

Engagement

?

Sales

(15 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(21 tests)

Tested on

Tests

Pattern #4: Testimonials
Was Tested On Online.metro-cc.ru by Andrey Andreev

Added

Isolated

Test # 606 on Online.metro-cc.... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrey Andreev    Aug 22, 2025 Test link

Find Out How It Did With 1,317,945 Visitors

  • Measured by adds to cart

  • Measured by completed orders

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

In this experiment, the presence of customer reviews were A/B tested on product pages of an online grocery store. Impact on adds to cart and sales was measured. (The expert was ran as a reverse/removal, but was inverted here to match the pattern).

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The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 506 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Dec 07, 2023 Test link

Find Out How It Did With 83,713 Visitors

  • Measured by adds to cart

  • Measured by completed orders

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

In this experiments, reinforcing section tiles were replaced with additional customer testimonials. Impact on adds to cart and sales was measured.

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Added

Isolated

Test # 488 on Metro-cc.ru by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrey Andreev    Aug 11, 2023 Test link

Find Out How It Did With 103,655 Visitors

  • Measured by adds to cart

  • Measured by completed orders

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

In this experiment, customer reviews were shown on product detail pages. Impact on adds to cart and sales was measured.

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Added

Isolated

Test # 474 on Rollbar.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Mike Smith    May 27, 2023 Test link

Find Out How It Did With 10,223 Visitors

  • Measured by signup page visits

  • Measured by completed signups

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, 9 Twitter card style testimonials were appended onto the homepage of Rollbar. These were image / screenshots recreations without links to the actual tweets.

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Added

Isolated

Test # 466 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daria Kurchinskaia    Apr 26, 2023 Test link

Find Out How It Did With 47,801 Visitors

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

In this experiment, a social proof popups were added to the signup / funnel pages for a contract cancellation service. The added social testimonials appeared as other customers used the service, anywhere except on the final checkout page. Additionaly, the interval at which these messaged appeared was 60 seconds, and they were shown for 10s. The messages translated to "[Name] had recently canncelled a contract with [Company], in the last 38 minutes". Impact on sales was measured.

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Added

Isolated

Test # 442 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daria Kurchinskaia    Nov 27, 2022 Test link

Find Out How It Did With 73,143 Visitors

  • Measured by step 2 completions

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, three testimonials were appended at the bottom of landing pages of a contract cancelation service (paid). These testimonials were also shown throughout the complete signup funnel (4 more steps). Impact on progression (step 2) and final completed purchases were measured.

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Added

Isolated

Test # 443 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daria Kurchinskaia    Nov 27, 2022 Test link

Find Out How It Did With 72,943 Visitors

  • Measured by step 2 completions

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, four TrustPilot reviews were appended at the bottom of landing pages of a contract cancelation service (paid). These reviews were also shown throughout the complete signup funnel (4 more steps). Impact on progression (step 2) and final completed purchases were measured.

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Added

Isolated

Test # 365 on Mvideo.ru by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrey Andreev    Jul 13, 2021 Test link

Find Out How It Did With 78,120 Visitors

  • Measured by completed sales

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Product

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.

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Added

Isolated

Test # 308 on Umbraco.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Lars Skjold Iversen    Jul 23, 2020 Test link

Find Out How It Did With 107,783 Visitors

  • Measured by signup trial starts

  • Measured by completed signups

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

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. 

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Added

Isolated

Test # 271 on Analytics-toolki... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Georgi Z. Georgiev    Nov 24, 2019 Test link

Find Out How It Did With 2,432 Visitors

  • Measured by total free signups

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

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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Replaced

Isolated

Test # 266 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Someone    Oct 25, 2019 Test link

Find Out How It Did With 17,139 Visitors

  • Measured by adds to cart

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

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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Added

Isolated

Test # 197 on Reverb.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Nicholas Evans    Sep 04, 2018 Test link

Find Out How It Did With 223,110 Visitors

  • Measured by orders placed

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Product

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

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Added

Isolated

Test # 192 on Refactoring.guru by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Alexander Shvets    Aug 07, 2018 Test link

Find Out How It Did With 6,504 Visitors

  • Measured by adds to cart

  • Measured by thank you page visits

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

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

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Added

Isolated

Test # 188 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Jul 11, 2018 Test link

Find Out How It Did With 3,945 Visitors

  • Measured by visits to Get Listed page

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Home & Landing

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

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Added

Isolated

Test # 176 on Kenhub.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Niels Hapke    May 16, 2018 Test link

Find Out How It Did With 3,333 Visitors

  • Measured by adds to cart / purchase starts

  • Measured by actual purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Checkout

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

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Added

Isolated

Test # 135 on Akademiafotograf... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Grzegorz Jancewicz    Dec 18, 2017 Test link

Find Out How It Did With 3,927 Visitors

  • Measured by visits on any course listing pages

  • Measured by lead form submits

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

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Added

Isolated

Test # 115 on Akademiafotograf... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Grzegorz Jancewicz    Sep 01, 2017 Test link

Find Out How It Did With 13,817 Visitors

  • Measured by course lead form submissions

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Product

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Added

Isolated

Test # 89 on Ssdnodes.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Matt Connor    Jun 01, 2017 Test link

Find Out How It Did With 2,325 Visitors

  • Measured by visits to next step

  • Measured by visits to post payment thank you page

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Checkout

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Added

Isolated

Test # 83 on Onlinefaxes.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jaymie Friesen    Mar 02, 2017 Test link

Find Out How It Did With 25,482 Visitors

  • Measured by starting the signup funnel

  • Measured by visits to thank you page (3 more steps)

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

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Added

Isolated

Test # 48 on Adoramapix.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Herman Klein    Oct 01, 2016 Test link

Find Out How It Did With 19,399 Visitors

  • Measured by customization starts

  • Measured by visits to thank you page

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

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Added

Isolated

Test # 47 on Adoramapix.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Herman Klein    Jun 09, 2016 Test link

Find Out How It Did With 3,083 Visitors

  • Measured by visits to checkout

  • Measured by visits to a thank you page

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Shopping Cart

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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.