Beauty Box 5 offer page testing program: +12% to +40% sales
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsA long run of tests on Beauty Box 5's subscription offer pages lifted sales by 12% to 40%, depending on the funnel.
Conversion Fanatics ran the program for the beauty sample box.
Many changes were tested and combined over time, so no single headline or button can take the credit.
- Sales: up 12% to 40%, depending on the funnel. The split by funnel was not shared.
- Cost to acquire a customer: reported to fall from $80 to under $10, though the agency's wider work likely played a part.
- Daily sales: reported to grow from under 40 to over 400 a day. This covers the whole program, not one test.
Control
The original offer pages for Beauty Box 5's beauty sample memberships, priced at $12 a month, $30 a quarter or $99 a year.
Variant
Dozens of combinations of headlines, bullets, buttons, copy, calls to action, colors and icons, tested across a personal funnel and a gift funnel.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Testing many small elements in a row can stack gains that no single test would show.
- Separate personal and gift funnels likely needed different messages, which explains why lifts varied by funnel.
- Clearer offer copy and buttons may have made it easier to compare the three membership plans.
Caveats: This was a program of many tests, and changes were bundled, so individual effects are not separated. No sample sizes, durations or confidence levels were shared, and the data dates from 2014.
Who ran it
Conversion Fanatics ran this test for Beauty Box 5 and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we test headlines, bullets and calls to action one at a time on each subscription funnel, then sales will rise because each funnel's message will fit its buyer better.
- Primary metric
- Sales per visitor on each offer page
- Guardrails
- Cost per acquisition
- First-month cancellation rate
- Plan mix (monthly vs yearly)
- Who should test it
- Subscription box brands with steady paid traffic and more than one buyer type, such as gift buyers. Low-traffic stores may not have the volume to run many tests in a row.
Questions
Should gift buyers see a different funnel?
Gift buyers often care about different things than people buying for themselves.
Beauty Box 5 ran separate personal and gift funnels, and the lifts differed between them.
Is it better to run one big redesign or many small tests?
Many small tests show which changes help, while a redesign only shows the combined effect.
This program tested dozens of combinations but did not report each change on its own.
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