# Subscription-first buy box for cold traffic lost to one-time by 18%

- Outcome: Lost
- Page type: Landing page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save
- Test run by: [Mojo Country Club](https://liftarchive.com/practitioners/mojo-country-club/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/achieving-3x-higher-cvr-with-focused-story-driven-landing-pages-for-mojo-country-club
- Page: https://liftarchive.com/test/mojo-country-club-one-time-vs-subscription-buy-box/

A buy box that pushed subscription lost to the standard one-time offer by 18%, and the one-time offer also brought higher order value. Mojo Country Club ran this test in-house on its landing page for cold Meta ad traffic, and it was published as a Replo case study. The test ran for 24 days.

## Result

**one-time offer beat the subscription-heavy variant by 18%**

- Conversion: the one-time offer beat the subscription-heavy buy box by 18%. This is a loss for the subscription variant.
- Average order value was also higher with the one-time offer. The exact figure was not shared.
- The brand now shows first-time buyers a buy-two discount and saves subscription offers for returning customers.

## Control

The landing page buy box led with a standard one-time purchase offer.

## Variant

The buy box was weighted toward a subscription purchase.

## Why it likely lost (our reading)

- Cold traffic from ads hasn't tried the product, so committing to repeat orders feels like a big ask.
- A one-time offer with a multi-buy discount pushes order value up, while subscriptions often sell one unit at a lower price.
- Subscriptions may work better after a first purchase proves the product works.

## Caveats

The test covered cold Meta traffic only, and the sample size and confidence level were not shared. Effects on lifetime value were not measured.

## How to run this test

- Hypothesis: If we lead the buy box with a one-time offer for first-time visitors, then conversion rate will rise because new shoppers don't want to commit to a subscription before trying the product.
- Primary metric: Conversion rate
- Guardrail: Average order value
- Guardrail: Subscription take rate
- Guardrail: 90-day repeat purchase rate
- Who should test it: Consumable brands buying cold paid social traffic to a landing page. It may not apply to returning customers or to products that people already know and reorder.

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Credit: Mojo Country Club ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/mojo-country-club-one-time-vs-subscription-buy-box/).
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.