Clear auto-refill disclosure on product page: +4.35% conversions
Test run byVastaCRO agency
Commentary byLiftArchiveOur analysis, not theirsMaking the 30-day auto-refill subscription obvious on the product page lifted conversion rate by 4.35% and revenue per visitor by 6.53%.
Vasta ran this A/B/C test for a health and wellness supplement brand and published it as a Vasta case study.
The winning version added a clear bullet, subscription icons by the price and billing copy under the button.
- Conversion rate: +4.35% at 95% confidence for Version C against the original.
- Revenue per visitor: +6.53%.
- Average order value: +1.48%, a small rise.
- Version B's numbers were not shared, so we can't say how much the icons and button copy added on top of the bullet.
The change
Subscription terms move from deep in the copy to the price, bullets and button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original product page mentioned the auto-refill subscription only deep in the product copy, where it was easy to miss.
Variant
Version C added a bold "Every 30-Day Auto-Refill, cancel anytime" bullet, calendar and refresh icons beside the price, and this line under the button: "Your card is only charged every 30 days. Cancel anytime in one click." A middle version, B, had only the bullet edits.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers who learn about a subscription only at checkout may feel tricked and leave. Showing it up front removes that surprise.
- The copy under the button answers the two biggest fears about subscriptions: how often you are charged and how hard it is to cancel.
- Clear terms also help meet auto-renewal disclosure rules, which was one reason the agency ran the test.
Caveats: The source headline says +4.98% but the body reports +4.35%; we use the body figure. Monthly revenue is given as both $24,843 and $26,028, and sample size was not shared.
Who ran it
Vasta ran this test for a health and wellness supplement brand and published the results (Vasta case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Vasta →
How to run this test on your store
- Hypothesis
- If we state the subscription terms clearly near the price and under the button, then conversion rate will rise because shoppers are not surprised by auto-renewal later in the funnel.
- Primary metric
- Conversion rate
- Guardrails
- Checkout abandonment rate
- Subscription cancellation rate
- Average order value
- Who should test it
- Brands that sell subscriptions or auto-refill plans, especially where the terms are hard to find today. If your subscription terms are already shown clearly by the buy button, the gain will likely be small.
Questions
Does disclosing subscription terms hurt conversions?
Not in this test. Making the auto-refill terms clear raised conversion rate by 4.35%, likely because fewer shoppers were surprised at checkout.
Where should subscription terms appear on a product page?
Near the price and the buy button, in plain words.
This test used a bullet, icons by the price and a line under the button.
Are there legal rules about auto-renewal disclosure?
Many places have auto-renewal laws that require clear terms before purchase.
Check with a lawyer for the rules where you sell.
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