Goat Milk Stuff subscription revamp, no discounts: +19.7% revenue
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsGoat Milk Stuff made its subscription option clearer, added a satisfaction guarantee and reviews near it, and allowed a one-click switch in the cart, and gross subscription revenue rose 19.7% with no new discounts.
Blend Commerce ran the project using Recharge. The changes were bundled and measured before and after over about a month, not in a split test.
- Gross subscription revenue: +19.7%.
- Active subscriptions: +5.5%.
- Average charge value at checkout: +33%.
- All changes shipped together and were compared before and after, so no single element can be credited.
The change
Clearer subscribe option with reviews and a guarantee beside it
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page offered a subscription with little explanation of why to choose it. Reviews and trust signals were not shown near the subscription choice, and the cart did not prompt a switch.
Variant
The subscription option got a clearer design and frequency selector, a satisfaction guarantee below the add-to-cart button, and reviews and subscriber stories near the selector. The cart allowed a one-click switch to subscription, and no new discount was added.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A guarantee next to the button reduces the fear of being stuck with a product you dislike.
- Reviews near the subscription choice reassure shoppers right when they decide.
- A one-click switch in the cart makes subscribing easy for people who first chose one-time purchase.
- Clear benefits sell the subscription on convenience rather than price.
Caveats: Several changes shipped together and were tracked over about one month; this is not a split test.
Who ran it
Blend Commerce ran this test for Goat Milk Stuff and published the results (Blend Commerce case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we explain subscription benefits clearly and add a guarantee and reviews near the subscribe option, then more shoppers will subscribe because the choice feels low-risk, even without a bigger discount.
- Primary metric
- Gross subscription revenue
- Guardrails
- Overall conversion rate
- Subscription cancellation rate
- Margin per order
- Who should test it
- Brands selling repeat-use products, like soap, skincare or food, who want more subscribers without cutting margin. If your product is rarely reordered, subscription tweaks will not move much.
Questions
Can you grow subscriptions without offering a discount?
This case suggests yes. Clearer benefits, trust signals and an easy switch lifted subscription revenue without a new price cut.
Where should a satisfaction guarantee go on a product page?
Close to the add-to-cart button, where shoppers decide. Here it sat directly below the button.
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