# 180-day returns banner for new visitors: +2.6% conversion rate

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Money-back guarantee & returns
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://143410811.hs-sites-eu1.com/en/underoutfit_casestudy_visually
- Page: https://liftarchive.com/test/underoutfit-new-visitor-180-day-returns-banner/

Showing 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.

## Result

**+2.6% conversion rate**

- Conversion rate: +2.6%.
- Only first-time visitors saw the new banner.
- Sample size, test length and confidence level were not shared.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Return rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/underoutfit-new-visitor-180-day-returns-banner/).
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.