Redesigned stud subscription page: +9% revenue per visitor
Commentary byLiftArchiveOur analysis, not theirsRedesigning the 'Stud of the Month' subscription page to feature the brand's hero flatback studs raised revenue per visitor by 9% and add to cart by 12%.
Cords Club ran this A/B test in-house, and it was published as a Replo case study.
The numbers are early results from two weeks of a test that was still running.
- Revenue per visitor rose 9%. This was the main measure of success.
- Add to cart rose 12%, so more visitors started the subscription.
- Both figures are early reads after about two weeks. Sample size and confidence were not shared.
The change
The redesigned subscription page leads with the hero flatback studs
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original 'Stud of the Month' subscription page for Cords Club's hypoallergenic, non-tarnish jewelry.
Variant
A redesigned subscription page built around the flatback stud, the brand's best-known product. The source doesn't list the other design changes.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Leading with the hero product gives visitors something familiar to anchor the subscription on.
- The flatback stud's main benefit, earrings comfortable enough to sleep in, is easy to show and easy to want every month.
- The redesign was part of a wider rebrand, so a fresher design may also have helped. The source doesn't separate these.
Caveats: Early results after two weeks, with the test still running when published. Sample size and statistical confidence were not shared, and the redesign likely changed several things at once.
Who ran it
Cords Club ran this test for Cords Club and published the results (Replo case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Cords Club →
How to run this test on your store
- Hypothesis
- If we rebuild our subscription page around our best-selling product, then revenue per visitor will rise because visitors will see a product they already trust as the core of the subscription.
- Primary metric
- Revenue per visitor
- Guardrails
- Add-to-cart rate
- Subscription cancellation in the first months
- Average order value
- Who should test it
- Brands with a clear hero product and a subscription offer. It may not help if no single product stands out or if the subscription is mostly a variety box.
Questions
What should a jewelry subscription page lead with?
Often the product people already buy most. A familiar hero product makes a monthly commitment feel less risky.
Can you trust a two-week test result?
Treat it as a promising early signal. Let the test run longer and check that the lift holds before rolling it out everywhere.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon
Vasta
@DaveDiederen