Subscription benefits list on product page: +17% subscription orders
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsShowing a bullet list of subscription benefits on the product page raised subscription orders per visitor by 17% for supplements brand Azuna.
Blend Commerce ran this two-week A/B test. Overall conversion rate barely moved (+1%), so the gain came from shoppers choosing to subscribe rather than from more buyers.
- Subscription orders per visitor: +17% overall, the primary metric.
- By device: +32% on desktop and +15% on mobile.
- Subscription revenue per visitor: +9%.
- Overall conversion rate: only +1%. The test shifted buyers toward subscribing more than it added new buyers.
The change
Subscription option opens a bullet list of benefits instead of only mentioning delivery.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The subscription option only mentioned regular delivery, with no other benefits listed.
Variant
Choosing the subscription option opened a bullet list of the benefits of subscribing.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Regular delivery alone is a weak reason to commit. Listing the benefits gives undecided shoppers more reasons to subscribe.
- The list appears at the moment of choice, right where shoppers compare one-time and subscribe options.
- Clear benefits may also ease worries about being locked in, if flexibility is among them.
Caveats: The test ran for two weeks, and a promotional campaign running at the time was excluded from the analysis. Sample size and confidence were not shared, and overall conversion rose only 1%.
Who ran it
Blend Commerce ran this test for Azuna and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we list the benefits of subscribing when shoppers select the subscription option, then more of them will subscribe because the value is clearer than regular delivery alone.
- Primary metric
- Subscription orders per visitor
- Guardrails
- Overall conversion rate
- Subscription cancellation rate
- Revenue per visitor
- Who should test it
- Brands selling repeat-purchase products, like supplements, coffee or pet food, with a subscribe option that just says how often it ships. It matters less if few products suit a subscription.
Questions
How do I get more customers to subscribe instead of buying once?
Make the benefits of subscribing clear at the moment shoppers choose.
In this test, a simple bullet list lifted subscription orders per visitor by 17%.
What subscription benefits should I list?
List what is true for your program, such as savings, free shipping or the ability to skip or cancel.
The source did not share the exact list used.
Will promoting subscriptions lower my overall conversion rate?
It didn't here; overall conversion rose 1%. Still, track it as a guardrail along with cancellations.
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