# Beauty Box 5 offer page testing program: +12% to +40% sales

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Headlines, product titles & copy, Add-to-cart & CTA buttons, Subscriptions & subscribe-and-save
- Date shared: 2014-07
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/how-to-10x-your-business-case-study/
- Page: https://liftarchive.com/test/beauty-box-5-subscription-offer-page-tests/

A 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.

## Result

**+12% to +40% sales**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Cost per acquisition
- Guardrail: First-month cancellation rate
- Guardrail: 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.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/beauty-box-5-subscription-offer-page-tests/).
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.