Pattern #19: Benefit Testimonials

Pattern #19  Tested 5 timesFirst tested by Jaymie Friesen Recently tested by Jakub Linowski on May 26, 2023

Based on 5 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
Benefit Testimonials (Variant A) Benefit Testimonials (Variant B)

Expected Median Effects Of B

?

Progression

(5 tests)

-

Leads

?

Signups

(2 tests)

-

Engagement

?

Sales

(3 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(5 tests)

Tested on

Tests

Pattern #19: Benefit Testimonials
Was Tested On Onlinefaxes.com by Jaymie Friesen

Added

Isolated

Test # 83 on Onlinefaxes.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jaymie Friesen    Mar 02, 2017 Test link

Find Out How It Did With 25,482 Visitors

  • Measured by starting the signup funnel

  • Measured by visits to thank you page (3 more steps)

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

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The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 473 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    May 26, 2023 Test link

Find Out How It Did With 66,794 Visitors

  • Measured by viewed products

  • Measured by adds to cart

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, very short form testimonials (with a reference to over 3 million customers) were replaced with 3 more elaborate ones. These elaborate or benefit testimonials contained: highlighted statements, star reviews, emphasized location, tag summaries and photos of the purchased product. The control also contained a 3 testimonial carousel interaction.

This test appeared at the bottom of a longer homepage with additional product listings above.

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Added

Isolated

Test # 308 on Umbraco.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Lars Skjold Iversen    Jul 23, 2020 Test link

Find Out How It Did With 107,783 Visitors

  • Measured by signup trial starts

  • Measured by completed signups

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, three testimonials were added mid way though on a CMS landing page. At the end of the customer testimonials an additional trial signup button was also added - which was also the primary metric. 

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Replaced

Isolated

Test # 245 on Kenhub.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Niels Hapke    Jun 11, 2019 Test link

Find Out How It Did With 130,872 Visitors

  • Measured by successful registrations

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

In this experiment a more elaborate and authentic testimonial was used instead of three more generic ones from social media sites.

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Added

Isolated

Test # 48 on Adoramapix.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Herman Klein    Oct 01, 2016 Test link

Find Out How It Did With 19,399 Visitors

  • Measured by customization starts

  • Measured by visits to thank you page

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

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.