Subscribe and Save link in mobile nav: +24.77% subscription visits
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a Subscribe and Save bar to the mobile navigation raised visits to the subscription landing page by 24.77% for snack brand Jackson's.
Blend Commerce ran this two-week A/B test. Conversion rose 3% and total revenue rose 3.4%, while order value dipped slightly.
- Visits to the subscription landing page: +24.77%.
- Checkout visits: +16.58%.
- Conversion rate: +3%, and total revenue: +3.4%.
- Average order value and revenue per visitor fell slightly. That is expected when more people pick a discounted subscription.
The change
A Subscribe and Save bar added to the mobile navigation.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Mobile shoppers could only reach the subscription landing page by opening the hamburger menu.
Variant
A bar in the mobile navigation linked straight to the Subscribe and Save landing page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most of the brand's visitors were on mobile, where links hidden in a hamburger menu are rarely seen.
- A visible bar tells every visitor a subscription exists and offers a saving.
- People who choose a recurring order pay less per order, which explains the small drop in order value.
Caveats: The test ran for two weeks. Average order value and revenue per visitor fell slightly, and sample size and confidence were not shared.
Who ran it
Blend Commerce ran this test for Jackson's and published the results (Blend Commerce A/B test). 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 add a visible Subscribe and Save link to the mobile navigation, then more shoppers will start subscriptions because they no longer have to dig through the menu to find the offer.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Subscription retention
- Who should test it
- Stores selling repeat-purchase products with a subscription option and mostly mobile traffic. It matters less if subscriptions are already prominent on product pages, or if the subscription discount eats too much margin.
Questions
Where should I promote subscriptions on mobile?
Somewhere visible without opening a menu. In this test, a bar in the mobile navigation lifted subscription page visits by 24.77%.
Will pushing subscriptions lower average order value?
Often, slightly, because subscribers pay a discounted price. Here total revenue still rose 3.4%.
Is a hamburger menu bad for conversions?
Not always, but links inside it are easy to miss.
Pull your most valuable link out of the menu and test it.
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