# 'What's in the box' preview on subscription buy box: +18% conversion

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Upsells & cross-sells
- Date shared: 2026
- Test run by: [Convertibles](https://liftarchive.com/practitioners/convertibles/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://convertibles.dev/blogs/case-studies/subscription-rrp-value-deluxe-upgrade-case-study
- Page: https://liftarchive.com/test/gin-subscription-box-contents-preview/

Adding a preview of this month's box contents to a homepage subscription buy box lifted conversion about 18%. Convertibles ran this A/B/n test for an 8-figure Australian gin subscription brand. A second version that also showed each item's retail value did no better, so the contents preview was the lever.

## Result

**+18% conversion**

- Conversion rate: 4.73% to 5.59% (+18%) without retail values, and 5.60% (+18%) with them.
- Revenue per visitor: A$4.94 to A$5.86 (+19%) and A$5.82 (+18%).
- Probability to beat control was 95.4% and 94.5%. The two variations were a statistical tie.
- Average order value and subscription share stayed flat, so the gain came from new subscribers, not deluxe upsells.

## Control

The homepage buy box showed the A$99 price, a frequency dropdown, an add to cart button and a refund guarantee. It did not say what was in the box.

## Variant

Frequency tabs replaced the dropdown. An "Inside November's Box" list showed item names with thumbnails, plus a +A$30 deluxe upgrade toggle. A second version added each item's retail price.

## Why it likely won (our reading)

- A box of named items is easier to say yes to than a mystery box.
- Shoppers needed to picture what they would get. Retail value math added little once they could.
- The deluxe toggle was opt-in, so it did not get in the way of the main decision.

## Caveats

The test ran two weeks with about 7,000 visitors per arm and 1,147 orders. Frequency tabs, the contents list and the deluxe toggle changed together, so the agency's reading that the preview drove the lift is an inference.

## How to run this test

- Hypothesis: If we show what is inside the next box with names and photos, then more visitors will subscribe because they can picture what they are buying.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Subscription share of orders
- Who should test it: Subscription box brands whose buy box shows a price but not the contents. If contents change too late to show before launch, this is harder to run.

---

Credit: Convertibles ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gin-subscription-box-contents-preview/).
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.