Pattern #4: Testimonials

Pattern #4  Tested 22 timesFirst tested by Herman Klein Recently tested by Oshri Maidanik on Aug 12, 2026

Based on 22 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

X.X%

Progression

(16 tests)

X.X%

Leads

(2 tests)

X.X%

Signups

(3 tests)

-

Engagement

X.X%

Sales

(16 tests)

-

Revenue

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(22 tests)

All 22 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

76.1% of 90% cumulative power target at 1% MDE from 22 tests Help replicate this with an A/B test

90%
↓
5.8% 6.4% 5.1% 3.2% 3.4% 3% 5.8% 3.3% 2.7% 8.8% 3.8% 4% 3.6% 3.9% 8.6% 8.6% 6.8% 3.2% 3.7% 5.7% 8.1% 27.6%
Product 9 tests: X%
Shopping Cart 1 test: X%
Home & Landing 7 tests: X%
Checkout 3 tests: X%
Signup 2 tests: X%

Tested on

Tests

Pattern #4: Testimonials
Was Tested by Oshri Maidanik

Added

Isolated

Test # 664 Aug 12, 2026 Test link

Find Out How It Did With 37,103 Visitors

  • Measured by completed orders

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Checkout

This experiment ran on an ecommerce store utilizing Shopify's checkout. The treatment showed a single testimonial and impact on placed orders was measured. The A/B test ran using PrettyDamnQuick software.

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The Same Pattern Was Also Tested Here

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Test # 606 on Online.metro-cc.... by Andrey AndreevAndrey 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

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
5%0.5%
8.1%1%
20%2%
79.3%5%
80%5%
99.9%10%
99.9%15%
99.9%20%

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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Test # 506 by Jakub LinowskiJakub Linowski Dec 07, 2023 Test link

Find Out How It Did With 83,713 Visitors

  • Measured by adds to cart

  • Measured by completed orders

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
4%0.5%
5.7%1%
11.5%2%
47.2%5%
80%7.5%
96.2%10%
99.9%15%
99.9%20%

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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Test # 488 on Metro-cc.ru by Andrey AndreevAndrey Andreev Aug 11, 2023 Test link

Find Out How It Did With 103,655 Visitors

  • Measured by adds to cart

  • Measured by completed orders

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
3.7%1%
5.4%2%
13.7%5%
40.1%10%
71.7%15%
80%16.7%
91.6%20%

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

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Test # 474 on Rollbar.com by Mike SmithMike Smith May 27, 2023 Test link

Find Out How It Did With 10,223 Visitors

  • Measured by signup page visits

  • Measured by completed signups

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
3%0.5%
3.2%1%
4.1%2%
7.7%5%
18.3%10%
34.7%15%
54.2%20%
80%27.6%

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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Test # 466 on Volders.de by Daria KurchinskaiaDaria Kurchinskaia Apr 26, 2023 Test link

Find Out How It Did With 47,801 Visitors

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Signup
Statistical Power by Minimum Detectable Effect
4%0.5%
6.8%1%
15.5%2%
64.9%5%
80%6%
99.6%10%
99.9%15%
99.9%20%

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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Test # 442 on Volders.de by Daria KurchinskaiaDaria Kurchinskaia Nov 27, 2022 Test link

Find Out How It Did With 73,143 Visitors

  • Measured by step 2 completions

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
5%0.5%
8.6%1%
21.9%2%
80%4.8%
83.7%5%
99.9%10%
99.9%15%
99.9%20%

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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Test # 443 on Volders.de by Daria KurchinskaiaDaria Kurchinskaia Nov 27, 2022 Test link

Find Out How It Did With 72,943 Visitors

  • Measured by step 2 completions

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
5%0.5%
8.6%1%
21.8%2%
80%4.8%
83.6%5%
99.9%10%
99.9%15%
99.9%20%

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

Find Out How It Did With 78,120 Visitors

  • Measured by completed sales

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
3.9%1%
5.8%2%
16.1%5%
48.2%10%
80%14.8%
81%15%
96.3%20%

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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Test # 308 on Umbraco.com by Lars Skjold IversenLars 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

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
3%0.5%
3.6%1%
5%2%
12.1%5%
34.4%10%
63.6%15%
80%18.4%
86.1%20%

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

Find Out How It Did With 2,432 Visitors

  • Measured by total free signups

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Signup
Statistical Power by Minimum Detectable Effect
3%0.5%
4%1%
6.1%2%
17.4%5%
53.1%10%
80%13.8%
86.2%15%
98.2%20%

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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Test # 266 by Someone Someone Oct 25, 2019 Test link

Find Out How It Did With 17,139 Visitors

  • Measured by adds to cart

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
3.8%1%
5.7%2%
15.4%5%
46.1%10%
78.9%15%
80%15.2%
95.4%20%

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 on Reverb.com by Nicholas EvansNicholas Evans Sep 04, 2018 Test link

Find Out How It Did With 223,110 Visitors

  • Measured by orders placed

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
5%0.5%
8.8%1%
22.7%2%
80%4.7%
85.3%5%
99.9%10%
99.9%15%
99.9%20%

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

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Test # 192 on Refactoring.guru by Alexander ShvetsAlexander 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

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
2.7%1%
3%2%
3.8%5%
5.6%10%
7.9%15%
10.7%20%
80%89.6%

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

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

Find Out How It Did With 3,945 Visitors

  • Measured by visits to Get Listed page

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
3%0.5%
3.3%1%
4.3%2%
8.7%5%
21.9%10%
42.1%15%
64.2%20%
80%24.3%

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

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Test # 176 on Kenhub.com by Niels HapkeNiels 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

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
4%0.5%
5.8%1%
11.7%2%
49.3%5%
80%7.2%
97.6%10%
99.9%15%
99.9%20%

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

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Test # 135 on Akademiafotograf... by Grzegorz JancewiczGrzegorz 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

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
3%0.5%
3%1%
3.6%2%
5.8%5%
11.7%10%
20.7%15%
32.5%20%
80%38.7%

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

Find Out How It Did With 13,817 Visitors

  • Measured by course lead form submissions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
3.4%1%
4.5%2%
9.8%5%
26%10%
49.6%15%
73%20%
80%21.9%

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Test # 89 on Ssdnodes.com by Matt ConnorMatt 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

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
3%0.5%
3.2%1%
3.9%2%
7.3%5%
16.7%10%
31.5%15%
49.7%20%
80%29.2%

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Test # 83 on Onlinefaxes.com by Jaymie FriesenJaymie 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)

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
4%0.5%
5.1%1%
9.4%2%
36%5%
80%8.8%
88.7%10%
99.7%15%
99.9%20%

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Test # 48 on Adoramapix.com by Herman KleinHerman 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

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Product
Statistical Power by Minimum Detectable Effect
4%0.5%
5.8%1%
11.8%2%
48.7%5%
80%7.3%
96.9%10%
99.9%15%
99.9%20%

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Test # 47 on Adoramapix.com by Herman KleinHerman 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

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Testimonials - Variant A A
Testimonials - Variant B B
Shopping Cart
Statistical Power by Minimum Detectable Effect
4%0.5%
6.4%1%
13.9%2%
59.9%5%
80%6.3%
99.5%10%
99.9%15%
99.9%20%

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.