# Subscription preselected on product page: +50% subscription rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Variant, size & option selectors
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/our-work/jacksons-shopify-cro-case-study-6-months
- Page: https://liftarchive.com/test/jacksons-subscription-preselected-pdp/

Preselecting the subscription option on Jackson's product pages lifted the subscription rate by 50%. Blend Commerce ran this A/B test for the snack brand as part of a six-month CRO programme. Add-to-cart rate rose 23% and average order value 10%, and new visitors converted 16% better.

## Result

**+50% subscription rate**

- Subscription rate: +50%, the main goal of the test.
- Add-to-cart rate: +23% across all visitors.
- Average order value: +10%.
- New visitors: +16% conversion rate and +33% average purchase revenue per user.

## Control

The product page loaded with one-time purchase selected. Shoppers had to pick the subscription option themselves.

## Variant

The subscription option was selected by default when the page loaded. Shoppers could still switch to a one-time purchase.

## Why it likely won (our reading)

- Defaults are sticky. Many shoppers keep whatever option is already chosen.
- Earlier work had already put the subscription savings and discounted price inside the widget, so the default showed a lower price on load.
- A lower price shown at first glance may have made adding to cart feel easier, which fits the add-to-cart lift.

## Caveats

Sample size, test length and statistical confidence were not shared. Subscription churn after the test was not reported, so the long-term value of these extra subscribers is unknown.

## How to run this test

- Hypothesis: If we preselect the subscription option on product pages, then subscription rate will rise without hurting conversion because many shoppers keep the default and see the lower subscriber price first.
- Primary metric: Subscription rate
- Guardrail: Conversion rate
- Guardrail: Subscription cancellations in the first 90 days
- Guardrail: Refund and complaint rate
- Who should test it: Brands selling consumables people reorder, such as snacks, coffee or supplements, with a clear subscriber discount. Skip it for one-off or infrequent purchases, where a preselected subscription can feel like a trick and drive cancellations.

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