60-day trial above the fold for new customers: +9.8% conversion
Commentary byLiftArchiveOur analysis, not theirsShowing the 60-day trial above the fold on product pages, to new customers only, lifted conversion rate by 9.8%.
The agency TAG ran this test for leak-proof apparel brand Modibodi, and it was published as a Visually case study.
The first version of the message was not a big win; the team reworked the design and moved it higher before it paid off.
- Conversion rate: +9.8% for the second version of the trial message.
- An earlier version did not perform well. Its numbers were not shared, so we can't compare the two.
- Sample size, test length and confidence were not shared.
The change
New customers see the 60-day trial above the fold, near the price.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages did not show the 60-day trial for new customers in the first screen.
Variant
New customers saw a redesigned 60-day trial message above the fold on product pages. Returning customers did not see it.
Why it likely won
Our reading of the result, not the practitioner's claim.
- First-time buyers of period underwear face a real risk: will it fit and will it work. A trial removes much of that risk.
- Moving the message above the fold means shoppers see it before they decide, not after scrolling.
- Targeting new customers only keeps the page clean for people who already trust the brand.
Caveats: This was the second try; the first design did not win and its results were not given. 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 show our trial or returns promise above the fold to first-time visitors, then more will buy because the risk of trying a new product feels lower.
- Primary metric
- Conversion rate for new visitors
- Guardrails
- Return or trial-claim rate
- Average order value
- Conversion rate for returning visitors
- Who should test it
- Brands with a generous trial or return policy and products that people are unsure about the first time. It probably won't help if your policy is standard for the category or already shown clearly.
Questions
Where should a money-back or trial message go?
Near the price and add-to-cart button, where shoppers decide.
In this test the win came only after the message moved above the fold.
Should returning customers see the guarantee too?
Not always. Modibodi showed it to new customers only, since returning buyers already know the product.
What if my first guarantee test fails?
Try the design and placement before dropping the idea.
Here the first version was not a big win, but a reworked, higher version was.
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