180-day returns banner for new visitors: +2.6% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsShowing new visitors a main homepage banner about the 180-day try-on and returns policy lifted Underoutfit's conversion rate by 2.6%.
This test ran on Visually's platform with the Underoutfit team and was published as a Visually case study. Returning visitors kept the standard banner.
- Conversion rate: +2.6%.
- Only first-time visitors saw the new banner.
- Sample size, test length and confidence level were not shared.
The change
Main banner for new visitors promotes the 180-day returns policy
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
New visitors saw the standard main homepage banner.
Variant
New visitors saw a main banner built around the returns policy: "180 days to try it on, returns at any time."
Why it likely won
Our reading of the result, not the practitioner's claim.
- Fit is the biggest worry when buying lingerie online, and a long try-on window takes most of that risk away.
- First-time shoppers don't know the brand yet, so a generous policy gives them a reason to trust it.
- Returning customers already know the policy, so aiming the message at new visitors kept it relevant.
Caveats: Vendor-reported in a Visually case study; sample size, test length and statistical significance were not shared.
Who ran it
Visually ran this test for Underoutfit 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 Visually →
How to run this test on your store
- Hypothesis
- If we show new visitors a homepage banner about our returns policy, then more of them will buy because the risk of a poor fit feels lower.
- Primary metric
- New-visitor conversion rate
- Guardrails
- Return rate
- Revenue per visitor
- Homepage click-through to products
- Who should test it
- Stores with a returns or trial policy that is clearly better than competitors, in categories where fit or feel is a worry. It won't help much if your policy is standard or your products rarely get returned.
Questions
Does promoting a returns policy increase conversions?
It can for products where fit is a worry.
Underoutfit saw a 2.6% conversion lift by putting its 180-day policy in the main banner for new visitors.
Will a longer returns window raise return rates?
It may. Track return rate alongside conversion so you know whether the extra sales hold up.
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