# Absorbency shown as 'X tampons worth': +3.9% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy, Comparison charts & tables
- Test run by: [TAG](https://liftarchive.com/practitioners/tag/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/modibodi
- Page: https://liftarchive.com/test/modibodi-absorbency-in-tampons-worth/

Describing 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.

## Result

**+3.9% conversion rate**

- Conversion rate: +3.9% when absorbency was framed in tampons.
- Sample size, test length and confidence were not shared.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Return rate for wrong-fit reasons
- Guardrail: Variant mix sold
- Guardrail: 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.

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Credit: TAG ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/modibodi-absorbency-in-tampons-worth/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.