'How It Works' homepage section for new visitors: +3.4% conversion
Commentary byLiftArchiveOur analysis, not theirsAdding a 'How It Works' section high on the homepage, shown only to new visitors, lifted conversion rate by 3.4%.
The agency TAG ran this test for leak-proof apparel brand Modibodi, and it was published as a Visually case study.
Earlier tests had shown that many first-time shoppers still feel unsure about period underwear.
- Conversion rate: +3.4% for new visitors who saw the section.
- Sample size, test length and confidence were not shared.
The change
New visitors get a 'How It Works' section just below the hero.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had no section explaining how the product works.
Variant
New visitors saw a 'How It Works' section placed fairly high on the homepage, answering common questions. Returning customers saw the normal homepage.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Period underwear is still new to many shoppers. Explaining it early answers questions that might otherwise cause them to leave.
- Placing it high on the page makes sure first-time visitors see it.
- Hiding it from returning customers keeps it from slowing down people who already know the product.
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 show a short 'How It Works' section high on the homepage to first-time visitors, then more will buy because their main doubts get answered before they leave.
- Primary metric
- Conversion rate for new visitors
- Guardrails
- Click-through from homepage to products
- Bounce rate
- Conversion rate for returning visitors
- Who should test it
- Brands selling a product that is new or unfamiliar to many shoppers. It probably won't help for familiar products, where the section just pushes the products lower.
Questions
Should my homepage explain how the product works?
It can help when many visitors are new to the category.
Here it worked when shown high on the page to new visitors only.
How do I show a section to new visitors only?
Most testing and personalization tools can target first-time visitors using a cookie or session flag.
Modibodi used this kind of targeting so returning customers were not affected.
Similar tests
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