Adding $700k Through New Customers at Boody
5 min read
Annual revenue combines a randomized 50/50 holdout with the 90-day spend of Boody's first-time customers, scaled to full traffic. New customers: the holdout's lift in first-time customers who ordered after using fit help; about one in eight of them wouldn't have bought at all.
- Brand
- Boody
- Category
- Sustainable underwear
- Challenge
- Putting a yearly value on the first-time customers Magic Fit brings in
- Timeline
- Holdout: 28 Aug – 19 Sep 2026 · Customer value: Feb – Sep 2026
Magic Fit is worth about A$700,000 a year in new customer revenue to Boody. The number has two parts: Magic Fit brings Boody more first-time customers, and those customers are worth more, because they come back more often.
The Brand
Boody makes better basics, powered by bamboo: bras, underwear, undershorts, sleep and loungewear, socks and everyday clothing for women, men and babies, all from bamboo viscose. Every bra is wire-free, and if you don’t find it comfy, you get your money back. It’s a certified B Corp, in the top 1% of B Corps worldwide, with ECOCERT-certified organic bamboo behind the range, and it sells direct to shoppers on Shopify from Australia.
More First-Time Customers
We ran a holdout test on Boody’s store for 22 days from 28 August. Every arriving shopper was randomly placed in one of two groups. The control group shopped without Magic Fit, with only Boody’s size chart for fit help, and the treatment group had access to Magic Fit. The split was completely randomised, and the lifts in fit-help use, fit-guided purchases and fit-guided revenue were statistically significant, with p values ranging from 0.03 to 0.0001. The share of those extra orders that came from first-time customers, which the yearly figure rests on, is a breakdown of the purchase lift rather than a separate test.
About one in eight new customers wouldn’t have bought at all without Magic Fit.
In the treatment group, more shoppers looked for fit help, more of them went on to buy, and more of Boody’s revenue passed through a session that got fit guidance first: 42% of revenue, against 39% in the control group. The chart has the four lifts.
Randomized 50/50 holdout, 28 Aug – 19 Sep 2026.
| Label | Value |
|---|---|
| Looked for fit help | +6.6% |
| Used fit help, then bought | +10% |
| Revenue through fit-guided sessions | +7.6% |
| Fit-guided orders from first-time customers | +14.1% |
The lift that matters for this story is the last one. Nearly all of the extra orders came from first-time customers: 14.1% more first-time customers placed an order after using Magic Fit.
Boody’s qualitative research of their shoppers shows similar results. In a September survey of customers who had used Magic Fit, about one in ten said they would have walked away, or bought from another brand.
Better CLV
The second part is what a first-time customer is worth. We followed Boody’s first-time online customers from February to June for 90 days after their first order, split by the tool that order used. The ones who found their size with Magic Fit re-ordered 19% more often within the 90 days than the ones who used the size chart.
That’s worth different amounts to the two groups from the holdout. A customer who would have bought anyway is worth about A$7 more over their first 90 days than they would have been, because they come back more often. A customer who wouldn’t have bought at all is worth the full first-90-day value of a Magic Fit customer, A$125.
Putting It Together
Every month, the first-time customers who buy after using Magic Fit split into those two groups. The ones who’d have bought anyway, at A$7 more each, come to about A$14,000 a month. The one in eight who wouldn’t have bought, at A$125 each, come to about A$35,000.
Boody's first-time customers, first 90 days, Feb – Jun 2026
| Label | Value |
|---|---|
| Customers who wouldn't have bought | A$35k |
| Customers who'd have bought anyway | A$14k |
Together, that’s about A$50,000 more per month in the first 90 days. Twelve cohorts a year, followed for a full year rather than 90 days using Boody’s own cohort history, is about A$700,000.
The Point
Magic Fit brings Boody more first-time customers, and the ones it brings come back more often. Measured on Boody’s own shoppers, that’s about A$50,000 a month more in their first 90 days, and about A$700,000 a year once each cohort is followed for the full year.
Methodology: Holdout figures come from a randomized 50/50 session-level holdout on Boody’s Shopify storefront, 28 August – 19 September 2026, with the control group keeping Boody’s native size chart and all p-values two-sided. Customer value is observational, measured on Boody’s first-time online customers (February – June 2026) by the tool their first order used and their spend over the following 90 days, then extended to a year using Boody’s own cohort history and scaled to full traffic.
Want a number measured on your own customers? Get in touch — we’ll run the holdout.