Certainly Wood subscriptions and paid membership: +203% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsCertainly Wood launched repeat-delivery subscriptions and a paid 'Fire Club' membership with member pricing on product pages, and conversion rate rose 203%.
Blend Commerce built both for the UK firewood supplier using Recharge.
This is a before/after comparison of a new programme, not a split test, and the comparison period was not shared.
- Conversion rate: +203%. The period it was compared with was not shared.
- Orders: +419%.
- Average order value: +21%.
- 475 memberships and 526 subscriptions started in about two months.
- Firewood is seasonal, so part of these gains may reflect the time of year.
The change
Repeat-delivery option and member pricing added to the product page
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store sold firewood and kindling as one-time purchases only. There were no subscriptions and no membership.
Variant
Shoppers could pick a one-time purchase or a repeat delivery with their own frequency. A paid annual 'Fire Club' offered 10% off, a free gift on renewal, delivery perks and member pricing shown on product pages.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Repeat delivery suits a product people use up and reorder through the colder months.
- A 10% member discount plus perks gives frequent buyers a strong reason to commit.
- Showing member pricing on the product page makes the benefit visible at the point of purchase.
- Seasonal demand likely added to the lift, which this comparison cannot separate.
Caveats: Before/after results from about two months after launch, with no stated comparison period. Firewood demand is seasonal, so timing may explain part of the change.
Who ran it
Blend Commerce ran this test for Certainly Wood and published the results (Blend Commerce case study). 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 offer repeat delivery and a paid membership with clear member pricing, then frequent buyers will order more often because they save money and skip reordering.
- Primary metric
- Conversion rate
- Guardrails
- Margin per order
- Membership renewal rate
- Delivery cost per order
- Who should test it
- Stores selling bulky or consumable goods that people reorder on a schedule. It suits brands with loyal repeat buyers; one-off purchase stores and very low-margin products may not support the discount.
Questions
Should a store offer a paid membership?
It can work when customers buy often and value perks like discounts or delivery choices.
Make sure the margin still works after the member discount.
Do subscriptions work for seasonal products?
They can, if customers let you pick the timing.
Here members could change their next delivery date in the customer portal.
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