Bi-monthly plan $10 dearer than monthly: +A$4,091/month revenue
Test run byConvertiblesCRO agency
Commentary byLiftArchiveOur analysis, not theirsCharging $10 more for the bi-monthly plan than the monthly plan added A$4,091 a month in revenue for a gin subscription.
Convertibles ran this A/B test for an 8-figure Australian gin subscription brand.
More people chose monthly, and overall conversion held flat.
- Revenue: +A$4,091 per month, as estimated by the agency.
- Monthly subscription uptake rose. The exact share was not shared.
- Overall conversion rate was flat, so the price gap shifted plan choice without losing buyers.
The change
Bi-monthly becomes $10 dearer than monthly, with a callout naming the saving.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Monthly and bi-monthly subscriptions cost the same $99 per box. Nothing on the page gave a reason to pick monthly.
Variant
Bi-monthly rose to $109 and monthly stayed at $99. A callout read "Go monthly & save $10/box" on the homepage and product page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- With $109 as a visible reference price, $99 reads as a saving.
- The callout names the saving in dollars, so there is no math to do.
- Monthly subscribers pay for twice as many boxes, so moving people to monthly raises revenue even at a lower box price.
Caveats: Revenue is in Australian dollars and agency-reported. Sample size, duration and confidence were not shared.
Who ran it
Convertibles ran this test for an 8-figure Australian gin subscription brand and published the results (Convertibles case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Convertibles →
How to run this test on your store
- Hypothesis
- If we price the less frequent plan above the more frequent one and state the saving, then more subscribers will pick the frequent plan because it reads as the better deal.
- Primary metric
- Revenue per visitor
- Guardrails
- Overall conversion rate
- Plan mix (monthly vs less frequent)
- Early cancellation rate
- Who should test it
- Subscription brands that offer several delivery frequencies at the same price. If most of your churn comes from people overwhelmed by too many boxes, watch cancellations closely.
Questions
Will customers feel tricked if the less frequent plan costs more?
Framing it as a saving on monthly helps.
Paying less per box for more frequent delivery is a familiar pattern.
How big should the price gap be?
Here it was $10 on a $99 box, about 10%.
The right gap depends on your margins, so test more than one.
What about existing subscribers on the cheaper plan?
The agency suggests keeping current subscribers on their existing price and applying the new price to new subscribers only.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon
@DaveDiederen