# Bi-monthly plan $10 dearer than monthly: +A$4,091/month revenue

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Pricing, discounts & savings display
- 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-frequency-price-anchoring-case-study
- Page: https://liftarchive.com/test/gin-subscription-monthly-price-anchor/

Charging $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.

## Result

**+A$4,091/month revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Overall conversion rate
- Guardrail: Plan mix (monthly vs less frequent)
- Guardrail: 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.

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