# 'How It Works' homepage section for new visitors: +3.4% conversion

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Benefit, problem, how-it-works & results sections, FAQ sections
- 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-visitor-homepage-how-it-works/

Adding 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.

## Result

**+3.4% conversion**

- Conversion rate: +3.4% for new visitors who saw the section.
- Sample size, test length and confidence were not shared.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Click-through from homepage to products
- Guardrail: Bounce rate
- Guardrail: 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.

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Credit: TAG ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/modibodi-new-visitor-homepage-how-it-works/).
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.