Pattern #6: Customer Star Ratings

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
Customer Star Ratings
  1. Customer Reviews Social Proof

    The patterns suggests to show a summary of customer reviews summed up with a star rating (or average number out typically ranked out of 5). Other elements which can be shown beside a customer review may include: a customer’s name, recency time stamp, the review itself, a badge/logo of the reviewer source and positive/negative review counts. It seems that the more information which is shown along with the review (similar to testimonials), the more credible and authentic the review may be perceived.

Median Effects



Ex: First Action

(1 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action

(1 tests)



Ex: Transactions

(3 tests)






Ex: Return Visits



Ex: Social Shares


Test #232 Tested on by Sjardo Janssen Sjardo Mar 15, 2019

Find Out How It Performed With 20,661 Visitors

Checkout Desktop, Mobile
  • Measured by total sales   |   p-val (?)

In this experiment, the Yoast team replaced one of the bulleted reassurances on their checkout page ("4.9 out of 5 stars" vs "24/7 Free support"). Raising the question - is free support or high reviews valued more? - Thanks Sjardo & Meike for sharing!

Get Access To See The Test Results

Test #43 Tested on Embracepetinsura... by Matt Aster Aug 01, 2015

Find Out How It Performed With 69,436 Visitors

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

Get Access To See The Test Results

Test #53 Tested on An Anonymous Site Aug 01, 2015

Find Out How It Performed With 117,360 Visitors

Home & Landing
  • Measured by adds to cart   |   p-val (?)

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

Get Access To See The Test Results


Leak #48 from   |   Mar 9, 2020 Listing

Airbnb A/B Tests And Implements Customer Rating Averages Above Search Results

In this simple experiment, Airbnb tested the display of customer rarings averages on their search results screen. The tested copy was a form of social proof which showed the average rating of the properties for a given city (defined by the search). View Leak

Leak #26 from   |   Oct 3, 2019 Product

Airbnb Discovers A Better Way To Display Customer Ratings In This A/B Test

In this tiny and well isolated experiment, Airbnb tried a slightly different approach to displaying customer ratings on their property (product) pages. From the observed implementation decision one month later, we learned that using decimal places for customer rating averages seems to be the better approach. :)  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.