# 'Subscribe and Save' instead of 'Buy 2': +38% subscription conversion

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Pricing, discounts & savings display
- Test run by: [Feals](https://liftarchive.com/practitioners/feals/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/boosting-subscription-conversions-by-38-with-compliant-landing-pages-for-feals
- Page: https://liftarchive.com/test/feals-buy-2-vs-subscribe-save-offer/

Replacing a "Buy 2 with a discount" option with "Subscribe and Save" on a cold-traffic landing page lifted subscription conversion by 38% and one-time conversion by 10%. Feals, a CBD and wellness brand, ran the test in-house over 21 days, and it was published as a Replo case study. The team had expected new visitors to avoid a subscription.

## Result

**+38% subscription conversion**

- Subscription conversion: +38% against the page with the multi-buy offer.
- One-time purchase conversion: +10%, so the subscription option did not pull buyers away from single purchases.
- Sample size and statistical confidence were not shared.

## Control

The landing page for cold ad traffic offered two choices: "Buy 1" or "Buy 2 with a discount".

## Variant

The same page offered "Buy 1" or "Subscribe and Save". The subscription box listed its perks, such as free shipping, a free dosage consultation and the option to pause or cancel anytime.

## Why it likely won (our reading)

- The subscription box spelled out what shoppers get and that they can cancel, which lowers the risk of committing.
- A wary first-time buyer may find buying two of something new a bigger ask than a cancellable subscription.
- Having two clearly different options may have made the choice simpler.

## Caveats

The test ran 21 days and no sample size was shared. The variant also introduced a benefits list in the buy box, so the offer and the trust messaging changed together.

## How to run this test

- Hypothesis: If we replace the multi-buy discount with a Subscribe and Save option that lists its perks and says it can be cancelled anytime, then subscription conversion will rise because new shoppers see a low-risk way to save.
- Primary metric: Subscription conversion rate
- Guardrail: One-time conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Subscription cancellations in the first 60 days
- Who should test it: Brands selling consumables that people reorder, like supplements. It fits less well for one-off purchases or products people only try once.

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Credit: Feals ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/feals-buy-2-vs-subscribe-save-offer/).
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.