Pattern #45: Benefit Bar

Pattern Author: Viljo Vabrit - Managing Director @ ConversionXL Agency

Based on 6 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Benefit Bar
  1. Add: Above The Fold Bar Attention Grabs

    The idea is to start off by showing a full width bar that is visible above the fold.

  2. Add: Benefits Benefits

    The bar container is then populated with 2-4 benefits or reassurances. These are answers to commonly asked customer questions or pain points. These may refer to concerns about shipping, delivery, ratings or any active bonuses. (Viljo highly recommends to use qualitative research to uncover these from real customers).

  3. Add: Specific Descriptions

    Last but not least, an element of specifity is added with short but detailed descriptions for each of the benefits. Ex: if free shipping is offered, it's important to clarify under which conditions this becomes true.

Median Effects



Ex: First Action

(3 tests)



Ex: Leads, Quotes

(1 tests)



Ex: Trials



Ex: Future Action



Ex: Transactions

(5 tests)






Ex: Return Visits



Ex: Social Shares


Test #325 Tested on by Samuel Hess Samuel Nov 24, 2020

Find Out How It Performed With 11,349 Visitors

Global Desktop
  • Measured by adds to cart   |   p-val (?)

  • Measured by total sales   |   p-val (?)

In this experiment, a set of reassurances and reviews were added in the header of this ecommerce website. Translating from German, these read: "Anti Hole Guarantee", "Free Shipping" and "X Ratings out of Y Reviews".

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Test #260 Tested on by Online Dialogue Online Sep 16, 2019

Find Out How It Performed

Home & Landing Desktop
  • Measured by successful bookings   |   p-val (?)

In this experiment on Valk Exclusief's web site, a transparent overview of the benefits for booking hotels was shown. The copy translates to: "Why should you book here? - 5€ Loyalty Discount - Best Price Guarantee - Discount On Packages - No Reservation Costs. Valk is a 150 year hotel chain in the Netherlands.

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Test #180 Tested on by Viljo Vabrit Viljo Jun 03, 2018

Find Out How It Performed With 17,926 Visitors

Global Mobile
  • Measured by completed sales   |   p-val (?)

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Test #168 Tested on Akademiafotograf... by Grzegorz Jancewicz Grzegorz Apr 23, 2018

Find Out How It Performed With 4,302 Visitors

Listing Desktop
  • Measured by any course page visits   |   p-val (?)

  • Measured by course enrollments   |   p-val (?)

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Test #151 Tested on by Michael Bernstein Michael Feb 08, 2018

Find Out How It Performed With 1,614 Visitors

Checkout Desktop
  • Measured by next page visits   |   p-val (?)

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

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Leak #67 from   |   Mar 29, 2021 Product

Amazon A/B Tests And Rolls Out Product Reassurances

Amazon (Canadian) recently ran this A/B test where they added these three little reassurances on some of their products. This experiment is similar to the maturing Benefit Bar pattern that addresses common objections to a purchase. View Leak

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.