Pattern #42: Countdown Timer

Pattern #42  Tested 6 timesFirst tested by Mark Freedle Recently tested by Andrey Andreev on Nov 24, 2025

Based on 6 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
Countdown Timer (Variant A) Countdown Timer (Variant B)

Expected Median Effects Of B

X.X%

Progression

(3 tests)

X.X%

Leads

(1 tests)

-

Signups

-

Engagement

X.X%

Sales

(5 tests)

-

Revenue

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(6 tests)

All 5 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

72.2% of 90% cumulative power target at 2% MDE from 5 tests Help replicate this with an A/B test

90%
↓
7.2% 4.2% 13.6% 56.3% 17.1%
Listing 1 test: X%
Checkout 2 tests: X%
Global 1 test: X%
Product 1 test: X%

Tested on

Tests

Pattern #42: Countdown Timer
Was Tested by Jakub Linowski

Added

Isolated

Test # 403 by Jakub LinowskiJakub Linowski Mar 29, 2022 Test link

Find Out How It Did With 7,466 Visitors

  • Measured by completed transactions

  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
Zoom In
Countdown Timer - Variant A A
Countdown Timer - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
8%0.5%
18.1%1%
56.3%2%
80%2.6%
99.9%5%
99.9%10%
99.9%15%

In this experiment, an urgency related message with a dynamic countdown timer was added on the final checkout screen. Impact on sales was measured.

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The Same Pattern Was Also Tested Here

Added

Isolated

Test # 620 on Online.metro-cc.... by Andrey AndreevAndrey Andreev Nov 24, 2025 Test link

Find Out How It Did With 170,153 Visitors

  • Measured by adds to cart

  • Measured by completed sales

  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
Zoom In
Countdown Timer - Variant A A
Countdown Timer - Variant B B
Product
Statistical Power by Minimum Detectable Effect
4%0.5%
7.3%1%
17.1%2%
71.2%5%
80%5.6%
99.9%10%
99.9%15%
99.9%20%

In this experiment, 96 hours before the end of a promotion, a countdown timer was displayed on the desktop with a 80/20 split. Also excluded new users. Impact on sales was measured.

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Added

Isolated

Test # 283 on Kenhub.com by Niels HapkeNiels Hapke Feb 08, 2020 Test link

Find Out How It Did With 100,433 Visitors

  • Measured by subscription starts

  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
Zoom In
Countdown Timer - Variant A A
Countdown Timer - Variant B B
Global
Statistical Power by Minimum Detectable Effect
4%0.5%
6.3%1%
13.6%2%
56.9%5%
80%6.6%
98.8%10%
99.9%15%
99.9%20%

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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Added

Isolated

Test # 138 on Trydesignlab.com by Daniel ShapiroDaniel Shapiro Dec 22, 2017 Test link

Find Out How It Did With 2,258 Visitors

  • Measured by visits to billing screen

  • Measured by visits to thank you page

  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
Zoom In
Countdown Timer - Variant A A
Countdown Timer - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
3%0.5%
3.3%1%
4.2%2%
8.2%5%
20.3%10%
38.8%15%
60.1%20%
80%25.5%

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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Added

Isolated

Test # 136 on Missetam.nl by Marlies Wilms FloetMarlies Wilms Floet Dec 18, 2017 Test link

Find Out How It Did

  • Measured by successful sales

Zoom In
Countdown Timer - Variant A A
Countdown Timer - Variant B B
Product

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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Added

Isolated

Test # 127 on Glass.net by Mark FreedleMark Freedle Nov 23, 2017 Test link

Find Out How It Did With 61,034 Visitors

  • Measured by visit to next confirmation step

  • Measured by final quote submissions

  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
  • XX.X% (XXX successes out of XXX,XXX visits)
Zoom In
Countdown Timer - Variant A A
Countdown Timer - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
3%0.5%
4.4%1%
7.2%2%
23.7%5%
69%10%
80%11.4%
95.4%15%
99.8%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.