Absorbency shown as 'X tampons worth': +3.9% conversion rate
Commentary byLiftArchiveOur analysis, not theirsDescribing absorbency as 'X tampons worth', shown prominently on product pages, lifted conversion rate by 3.9%.
The agency TAG ran this test for leak-proof apparel brand Modibodi, and it was published as a Visually case study.
The idea came from competitor research: every brand uses its own absorbency labels, so shoppers can't compare them.
- Conversion rate: +3.9% when absorbency was framed in tampons.
- Sample size, test length and confidence were not shared.
The change
Brand absorbency labels are replaced by a 'tampons worth' measure.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages described absorbency with Modibodi's own scale, using labels like moderate, super and ultra.
Variant
Absorbency was shown prominently as 'X tampons worth', a unit shoppers already know.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Brand labels like 'super' mean different things at each company. A tampon count is a unit shoppers already understand.
- A familiar unit makes it easier to pick the right level, which reduces doubt at the point of choice.
- The tampon framing also makes the savings over disposables easy to picture.
Caveats: Reported in a vendor case study without sample size, duration or significance.
Who ran it
TAG ran this test for Modibodi and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on TAG →
How to run this test on your store
- Hypothesis
- If we describe our product spec in a unit customers already use, then more will buy because they can judge which option fits without learning our scale.
- Primary metric
- Product page conversion rate
- Guardrails
- Return rate for wrong-fit reasons
- Variant mix sold
- Add-to-cart rate
- Who should test it
- Brands whose spec labels are made up or vary between competitors, such as absorbency, warmth or strength. It probably won't help where the category already uses a shared standard.
Questions
How should I explain product specs shoppers don't understand?
Translate them into something people already know, like a tampon count, a temperature or a common object.
Then place it where the choice is made.
Do comparison units help beyond period products?
The same idea applies to any category with invented scales.
This test only shows it for one period underwear brand, so test it on your own range.
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