Pattern #42: Countdown Timer

Pattern Author: Jakub Linowski - Founder & Editor @

Based on 3 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: Any Action / Visit

(2 tests)



Ex: Signups, Leads

(1 tests)



Ex: Transactions, Upsells

(2 tests)






Ex: Return Visits



Ex: Social Shares


Pattern #42: Countdown Timer
Was Tested On by Mark Freedle

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

Find Out How It Performed With 61,034 Visitors

  • Measured by visit to next confirmation step   |   p-val (?)

  • Measured by final quote submissions   |   p-val (?)

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

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

Find Out How It Performed With 2,258 Visitors

  • 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


  • 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.

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.