# Certainly Wood subscriptions and paid membership: +203% conversion

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Pricing, discounts & savings display
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/our-work/certainlywood
- Page: https://liftarchive.com/test/certainly-wood-subscriptions-and-membership-launch/

Certainly 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.

## Result

**+203% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Margin per order
- Guardrail: Membership renewal rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/certainly-wood-subscriptions-and-membership-launch/).
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.