# Goat Milk Stuff subscription revamp, no discounts: +19.7% revenue

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Money-back guarantee & returns, Reviews & star ratings
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/our-work/19-7-increase-in-gross-subscription-revenue-with-recharge
- Page: https://liftarchive.com/test/goat-milk-stuff-subscription-without-discounts/

Goat 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.

## Result

**+19.7% revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Overall conversion rate
- Guardrail: Subscription cancellation rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/goat-milk-stuff-subscription-without-discounts/).
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.