# Filter subscription as a post-purchase upsell: 41% take rate

- Outcome: Won
- Page type: Post-purchase (Ecommerce)
- Elements: Upsells & cross-sells, Subscriptions & subscribe-and-save
- Test run by: [Hydroviv](https://liftarchive.com/practitioners/hydroviv/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://zipify.com/hydroviv-subscriptions-make-great-upsells-zipify-ambassador/
- Page: https://liftarchive.com/test/gap-hydroviv-subscription-post-purchase-upsell/

Hydroviv added a post-purchase upsell that offered a replacement-filter subscription matched to the system just bought, and 41% of under-sink system buyers took it. Hydroviv set up the offer itself, and the result was published as a Zipify case study in July 2020. This was a new offer measured after launch, not a split test.

## Result

**41% take rate**

- Subscription take rate: 41% of under-sink system buyers added a plan right after checkout. That is a strong rate for a post-purchase offer.
- Volume: the source says hundreds of subscription plans were sold from this funnel, without giving an exact count.
- Revenue: the source puts added recurring revenue in the tens of thousands of dollars, with no precise figure.
- No baseline was shared, so we can't say how many buyers would have subscribed through other routes anyway.

## Control

Water filter systems were sold with no offer after checkout. Buyers had to come back later to reorder filters.

## Variant

Right after purchase, buyers saw a one-click offer for a recurring filter subscription. Each filter system had its own funnel with a plan tailored to that product.

## Why it likely won (our reading)

- Filters need replacing, so a refill plan solves a problem the buyer already has. It feels like part of the purchase, not an extra.
- Matching the plan to the exact system removes the work of finding the right cartridge later.
- Payment details are already entered, so saying yes takes one click.
- Buyers have just committed to the system, so their intent to keep it working is at its peak.

## Caveats

This is a take rate on a new offer, not a split test, and no baseline or sample size was shared. It is vendor-published and from 2020, using an app version Zipify no longer supports.

## How to run this test

- Hypothesis: If we offer a refill subscription matched to the product just bought on the post-purchase page, then more buyers will start a subscription because the refill need is obvious and the offer takes one click.
- Primary metric: Subscription take rate among buyers who see the offer
- Guardrail: Subscription cancellation rate in the first 90 days
- Guardrail: Refund and chargeback rate
- Guardrail: Repeat one-off refill orders
- Who should test it: Stores selling products with consumable refills, such as filters, cartridges or pods. It probably won't help if your products have no natural replacement cycle.

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Credit: Hydroviv ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gap-hydroviv-subscription-post-purchase-upsell/).
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.