Subscribe-and-save checkbox on PDP: $346K MRR in 30 days
Adding a subscribe-and-save checkbox at 20% off to the product pages of the three most repurchased products led to $346,839 in active monthly recurring revenue within 30 days. Dave Diederen ran this for a brand that had many repeat buyers but no subscription option. This is a launch result, not a split test against a control group.
- 7,509 active subscriptions from 7,466 subscribers after 30 days, per the subscription dashboard screenshot.
- $346,839.72 active MRR. This is recurring revenue now on the books, not proven extra revenue.
- $342,433 in upcoming subscription sales over the next 30 days.
- No conversion rate, AOV or churn figures were shared, and there was no control group, so the true lift is unknown.
The change
A subscribe-and-save checkbox at 20% off added above the add-to-cart button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Before the change, the product pages offered one-time purchase only. There was no way to subscribe.
Variant
A simple subscribe checkbox was built into the product page for the top three products by repurchase rate. Ticking it set up a recurring order at 20% off.
Why it likely won
Our reading of the result, not the practitioner's claim.
- the products were chosen by how often people rebought them, so many subscribers were likely already loyal buyers.
- putting the option on the product page as one checkbox removed the extra step a separate subscription page adds.
- 20% off is a clear, easy-to-grasp saving that makes committing feel worth it.
Caveats: This is a before/after launch result with no control group, so some subscription revenue likely replaced one-time orders the brand would have got anyway. Churn after the first 30 days was not shared.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add a 20%-off subscribe-and-save checkbox to our most repurchased products, then revenue per visitor over 90 days will rise because repeat buyers will lock in recurring orders.
- Primary metric
- Revenue per visitor (measured over at least 60-90 days to include renewals)
- Guardrails
- Gross margin per order
- Subscription churn rate
- One-time purchase conversion rate
- Who should test it
- Stores selling consumables people reorder on a schedule, like supplements, skincare or pet food, with clear repurchase data. It probably won't help one-off or rarely repeated purchases.
Questions
How much discount should a subscribe-and-save offer give?
This brand used 20% off. Dave Diederen chose it as enough to feel like a deal without eating too far into margin.
Which products should get a subscription option first?
Here the brand started with its top three products ranked by repurchase rate, not by sales volume. Products people already rebuy are the most natural fit.
Should the subscription option sit on the product page?
In this case it did, as a single checkbox next to the purchase options. That kept it to one step instead of sending shoppers to a separate page.
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