# Subscription benefits list on product page: +17% subscription orders

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/32-increase-in-subscription-orders-per-visitor
- Page: https://liftarchive.com/test/azuna-subscription-benefits-list/

Showing 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.

## Result

**+17% subscription orders**

- 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.

## 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)

- 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%.

## How to run this test

- 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
- Guardrail: Overall conversion rate
- Guardrail: Subscription cancellation rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/azuna-subscription-benefits-list/).
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.