Refill quantity selector on subscription page: +4.7% conversion rate
Test run byOptimizelyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsAdding a brush-refill quantity selector to a subscription product page lifted conversion rate by 4.7%.
Optimizely ran this test for an oral-care brand that sells brush refills by subscription, and published it as an Optimizely Field Notes use case. Subscription units per transaction also rose.
- +4.7% conversion rate.
- Subscription units per transaction rose. The exact figure was not shared.
The change
The variant adds a refill quantity choice to the subscription.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The subscription product page offered refills with no choice of quantity.
Variant
The page added a selector so shoppers could choose how many brush refills to get.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Letting shoppers pick a quantity makes the subscription fit their household.
- A choice of quantity can make shoppers feel more in control of a recurring commitment.
- Households with several users can buy enough refills in one subscription.
Caveats: Vendor-reported and anonymized, with no sample size, duration or confidence level shared.
Who ran it
Optimizely ran this test for an oral-care brand selling brush refills by subscription (Optimizely customer) and published the results (Optimizely Field Notes use case). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Optimizely →
How to run this test on your store
- Hypothesis
- If we let shoppers choose how many refills come in each subscription, then more will subscribe because the plan fits their needs.
- Primary metric
- Subscription conversion rate
- Guardrails
- Units per transaction
- Subscription cancellation rate
- Average order value
- Who should test it
- Subscription brands selling consumables like refills, filters or blades. If your product is used one unit at a time by one person, the choice may add little.
Questions
Should subscription products offer a quantity choice?
In this test, adding one lifted conversion by 4.7% and raised units per order.
Watch cancellations too, in case larger plans churn faster.
Does more choice hurt conversions?
Too many options can, but a simple quantity choice that fits real needs helped here.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon
Convertibles
@DaveDiederen