Pattern #42: Countdown Timer

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 4 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Countdown Timer
  1. Add: Countdown Timer Urgency

    Show a timer rolling backwards which communicates how much time remains before a given action should be taken. It's probably good practice that the shown urgency is authentic and not just made up.

Median Effects



Ex: First Action

(2 tests)



Ex: Leads, Quotes

(1 tests)



Ex: Trials



Ex: Future Action



Ex: Transactions

(3 tests)






Ex: Return Visits



Ex: Social Shares


Test #283 Tested on by Niels Hapke Niels Feb 08, 2020

Find Out How It Performed With 100,433 Visitors

Global Desktop, Mobile
  • Measured by subscription starts   |   p-val (?)

In this experiment, registered trial users were shown a 65 minute counter on multiple pages (dashboard, listing, quiz, articles) encouraging them to get a full subscription and study all content. Both A and B experiences offered the same limited content for trial users. After the 65 minutes came to an end, the B variation showed an additional "Go Premium" button on all pages, but continued to offer the same limited content.

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Test #138 Tested on by Daniel Shapiro Daniel Dec 22, 2017

Find Out How It Performed With 2,258 Visitors

Checkout Desktop, Mobile
  • Measured by visits to billing screen   |   p-val (?)

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

This test was run on a 3 step checkout process. The first screen was asking for contact information, and the second screen asked for credit card details. The change was shown on both first two steps as shown on the image below.

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Test #136 Tested on by Marlies Wilms Floet Marlies Wilms Dec 18, 2017

Find Out How It Performed

Product Desktop
  • Measured by successful sales   |   p-val (?)

De Nieuwe Zaak (a Dutch ecommerce agency) tested a countdown timer on an ecommerce site. The variation showed how many hours and minutes were left in order to be eligible for next day delivery. The variation beat the control which did not have this element of urgency.

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Test #127 Tested on by Mark Freedle Mark Nov 23, 2017

Find Out How It Performed With 61,034 Visitors

Listing Desktop, Mobile
  • Measured by visit to next confirmation step   |   p-val (?)

  • Measured by final quote submissions   |   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.