# On-brand subscription copy on product pages: +6% subscription rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Headlines, product titles & copy
- 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/6-increase-in-subscription-rate
- Page: https://liftarchive.com/test/jacksons-on-brand-subscription-copy/

Rewriting 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.

## Result

**+6% subscription rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jacksons-on-brand-subscription-copy/).
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.