'From' subscription price on collection cards: +3.2% value/session
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsShowing a 'from $XX' price on collection cards, based on the lower subscription price, lifted value per session by 3.2% for Cornbread Hemp.
Visually ran the test and published it as a case study.
- Value per session: +3.2% for the variant.
- The case study doesn't say how subscription sign-ups or one-time orders changed.
- No sample size or confidence level was shared.
The change
Card prices switch from the one-time price to a 'from' price based on the subscription.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product cards on collection pages showed the one-time purchase price.
Variant
The cards showed a 'from $XX' price taken from the cheaper subscription option.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A lower starting price can make a product look more affordable while shoppers are still browsing.
- It introduces the subscription option before shoppers reach the product page.
- More shoppers may click through to product pages when the entry price looks lower.
Caveats: Vendor-reported result. Visually doesn't share the sample size, test length or statistical significance, and the figure comes from the vendor's own marketing.
Who ran it
Visually ran this test for Cornbread Hemp and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we show a 'from' price based on the subscription price on collection cards, then value per session will rise because products look more affordable and more shoppers click through.
- Primary metric
- Value (revenue) per session
- Guardrails
- Subscription share of orders
- Product page bounce rate
- Refund or complaint rate about pricing
- Who should test it
- Stores that sell both subscription and one-time options with a clear price gap between them. If you have no subscription option, or the gap is tiny, there is little to test.
Questions
Is showing the subscription price on collection pages misleading?
It is fine if the label is clear, such as 'from $XX', and the product page shows both prices.
Shoppers who feel misled tend to bounce, so watch product page exits.
Should the 'from' price be the cheapest option?
A 'from' price should be the lowest price a shopper can actually pay. Here, that was the subscription price.
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