# Clearer subscribe-and-save selector: +12% revenue per visitor

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Variant, size & option selectors, Add-to-cart & CTA buttons
- Date shared: 2017-04
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/change-product-selection-options-increase-revenue-12/
- Page: https://liftarchive.com/test/cf-subscribe-save-selector-redesign/

Redesigning the subscribe-and-save options on a product page lifted revenue per visitor by 12% and sales by 7%. Conversion Fanatics ran this test for a high-volume ecommerce store with auto-ship. Several changes shipped together, so the gain belongs to the whole new layout, not one element.

## Result

**+12% revenue per visitor**

- Revenue per visitor rose 12%, the main metric.
- Overall sales rose 7%, reported at 99% statistical significance.
- Products per visitor rose by over 9%, and the agency says bounce rate went down too (no figure shared).

## Control

The original page had a small 'deliver every' selector labelled 'Recurring', with extra 'see details' text. The quantity choices were also confusing, with several options to pick from.

## Variant

The new layout made price and savings easier to see, swapped 'Recurring' for 'auto-ship' wording, made the add-to-cart button bigger and the delivery schedule easier to pick. One month and auto-ship were selected by default.

## Why it likely won (our reading)

- Plain 'auto-ship' wording tells shoppers what they are signing up for. 'Recurring' is vaguer.
- Pre-selecting auto-ship and a one-month schedule likely pushed more people onto the subscription, which raises revenue per visitor.
- About 70% of traffic was mobile, so a small selector and button were probably hard to use. Bigger, clearer controls cut that friction.

## Caveats

This was a bundled test: copy, layout, button size and default selections all changed at once, so no single change can take the credit. The data is from 2017.

## How to run this test

- Hypothesis: If we make the subscription option clearer, call it auto-ship and pre-select it, then revenue per visitor will rise because shoppers understand the offer and face fewer choices.
- Primary metric: Revenue per visitor
- Guardrail: Subscription cancellation rate in the first 60 days
- Guardrail: Refund and chargeback rate
- Guardrail: Add-to-cart rate on mobile
- Who should test it: Stores selling consumables with a subscribe-and-save option, especially with heavy mobile traffic. It matters less if few products are bought on repeat, and defaults that push subscriptions can raise churn if shoppers feel tricked.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-subscribe-save-selector-redesign/).
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.