# 60-day trial above the fold for new customers: +9.8% conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Money-back guarantee & returns
- 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-new-customer-60-day-trial-above-fold/

Showing 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.

## Result

**+9.8% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Return or trial-claim rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: TAG ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/modibodi-new-customer-60-day-trial-above-fold/).
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.