# Subscribe and Save link in mobile nav: +24.77% subscription visits

- Outcome: Won
- Page type: Navigation & menu (Ecommerce)
- Elements: Announcement bars, Subscriptions & subscribe-and-save
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/adding-subscribe-and-save-to-the-navigation-bar-on-mobile
- Page: https://liftarchive.com/test/jacksons-mobile-subscribe-save-nav-link/

Adding 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.

## Result

**+24.77% subscription visits**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jacksons-mobile-subscribe-save-nav-link/).
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.