# Redesigned stud subscription page: +9% revenue per visitor

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Layout, fonts & visual design
- Test run by: [Cords Club](https://liftarchive.com/practitioners/cords-club/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/growing-revenue-per-visitor-by-9-in-14-days-with-rapid-ab-testing-at-cords-club
- Page: https://liftarchive.com/test/cords-club-stud-of-the-month-subscription-page/

Redesigning 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.

## Result

**+9% revenue per visitor**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add-to-cart rate
- Guardrail: Subscription cancellation in the first months
- Guardrail: 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.

---

Credit: Cords Club ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cords-club-stud-of-the-month-subscription-page/).
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.