On-brand subscription copy on product pages: +6% subscription rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsRewriting the subscription offer on Jackson's product pages in the brand's own voice lifted the subscription rate by 6%.
Blend Commerce ran this A/B test for the snack brand.
Conversion rate rose 22%, and returning visitors spent 13% more per order.
- Subscription rate: +6%. More shoppers picked the subscribe option.
- Conversion rate: +22%. The new copy did not pull buyers away from one-off purchases.
- Average order value for returning visitors: +13%. Repeat customers responded most strongly.
The change
Only the subscription copy changes, from a generic discount to on-brand wording.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The subscription option on the product page used the copy 'Save 10% on every order'.
Variant
The same subscription option used the copy 'Add more crunch with less cost', written in the brand's playful tone.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The original line was generic. Almost any store could use it, so it was easy to skim past.
- The new line still mentioned saving money, but tied it to the product itself, which made the offer feel part of the brand.
- Returning visitors already know and like the brand voice, which may explain why their order value rose most.
Caveats: Blend Commerce did not share sample size, test duration or statistical significance, so treat the size of the lift with some caution.
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 rewrite our subscription offer in our brand's voice, then more shoppers will subscribe because the offer will feel specific to us rather than a generic discount.
- Primary metric
- Subscription rate
- Guardrails
- Conversion rate
- Average order value
- Subscription cancellations in the first 60 days
- Who should test it
- Consumable brands with a clear, distinctive voice and a subscribe option on the product page. If your brand voice is plain or the discount itself is the main selling point, a clear savings message may work better.
Questions
Should subscription copy lead with the discount?
Not always. In this test, copy in the brand's voice that still hinted at savings beat a plain percentage-off line. Test both for your own audience.
What should I measure in a subscription copy test?
Track subscription rate as the main metric. Also watch overall conversion rate and order value, so a gain in subscriptions does not come at the cost of total sales.
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