Two-step bundle builder: +85% conversion rate
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsA new two-step bundle builder, pick a pack size and then subscribe or buy once, lifted conversion rate by 85.04%. Dave Diederen ran this four-way test for a Shopify brand. Revenue per visitor rose 104.06%, an estimated $218,256 a month.
- Conversion rate went from 4.42% to 8.18%, up 85.04%, estimated at about 3,095 extra orders a month.
- Revenue per visitor went from $2.55 to $5.20, up 104.06%, estimated at about $218,256 a month.
- Profit per visitor went from $1.98 to $3.87, up 95.3%, so the lift held after costs and discounts.
- Two other variants also ran. One beat control on every metric, the other did slightly worse (3.99% conversion vs 4.42%).
The change
Purchase options become a numbered two-step builder: pack size, then subscription.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The control used the store's existing purchase options. The post does not show that design.
Variant
Step 1 offered a 1, 2 or 3 pack, with the 3 pack marked Best Value and pre-selected. Step 2 offered Subscribe & Save at 45% off with free shipping, or a one-time purchase, above the add to cart button and a 30-day guarantee.
Why it likely won
Our reading of the result, not the practitioner's claim.
- splitting the choice into two numbered steps makes a complex offer easy to follow.
- pre-selecting the 3 pack and showing struck-through prices frames the bigger bundle as the default.
- listing subscription perks like free shipping and easy cancelling lowers the fear of committing.
Caveats: Sample size and duration were not shared, and the control design is not shown, so we cannot tell how much of the gap is the builder versus the offer itself. A lift this large is rare and worth re-testing on your own store.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we replace our purchase options with a two-step builder for pack size and purchase frequency, then revenue per visitor will rise because shoppers make one clear choice at a time and lean toward bigger bundles.
- Primary metric
- Revenue per visitor
- Guardrails
- Profit per visitor
- Subscription cancellation rate
- Refund rate
- Who should test it
- Consumable brands that sell multi-packs and subscriptions, like supplements or coffee. It fits poorly for one-off purchases where repeat buying makes no sense.
Questions
What is a bundle builder?
It is a purchase box that lets shoppers choose a pack size and other options in steps. In this test it had a quantity step and a subscribe-or-buy-once step.
Should the biggest bundle be pre-selected?
Here the 3 pack was pre-selected and marked Best Value, and revenue per visitor doubled. Check profit per visitor too, since bigger discounts cut margin.
Does adding subscribe and save to the product page hurt conversion?
Not in this test. Conversion rose 85.04% with the subscription step in place, though cancellation rates were not reported.
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