# Buy box reordered with subscription preselected: +28.9% opt-in

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Variant, size & option selectors
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/huron
- Page: https://liftarchive.com/test/huron-pdp-subscription-first-buy-box/

Huron reordered its product page buy box to put the call-to-action button first and a preselected subscription option second, and subscription opt-in went up 28.9%. Conversion rate did not change. Visually ran the test for the men's personal care brand and published it as a Visually case study.

## Result

**+28.9% opt-in**

- Subscription opt-in: +28.9%.
- Conversion rate: no change, so more subscribers did not cost any sales.
- Sample size, test length and statistical confidence were not shared.

## Control

The buy box listed one-time and subscription options in the original order, and had grown long and complex.

## Variant

The order was flipped: the call to action came first, then the subscription option preselected, then one-time purchase last.

## Why it likely won (our reading)

- Preselecting subscription makes it the default. Many shoppers keep the default rather than change it.
- Putting one-time purchase last makes subscription the main path, while keeping the choice open.
- A shorter path to the button may have kept the longer buy box from hurting conversion.

## Caveats

This comes from a testing vendor's own case study. Sample size and statistical significance were not shared. Test length was also not shared. The page doesn't say how long the extra subscribers stayed subscribed.

## How to run this test

- Hypothesis: If we put the button first and preselect the subscription option in our buy box, then more shoppers will subscribe because the default nudges them toward it without blocking a one-time purchase.
- Primary metric: Subscription opt-in rate
- Guardrail: Conversion rate
- Guardrail: Subscription cancellations after the first order
- Guardrail: Customer complaints about unexpected subscriptions
- Who should test it: Brands selling products people reorder, like grooming, supplements or coffee, with a subscribe-and-save option. It probably won't help for one-off purchases, and preselecting subscription can backfire if it isn't clearly labeled.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/huron-pdp-subscription-first-buy-box/).
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.