"Who is it for?" bundle selector: +9.45% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsRebuilding a supplement bundle selector to ask who the product is for, then show supply options with per-day pricing, lifted revenue per visitor by 9.45%. Dave Diederen ran this test for a DTC supplement brand. Conversion rate fell 5.22%, but average order value rose 15.48% and subscription revenue per visitor rose 32.81%.
- Revenue per visitor: +9.45% ($1.33 to $1.46). The whole range was positive (1% to 19%).
- Average order value: +15.48% ($44.99 to $51.95). Shoppers picked larger supplies.
- Conversion rate: -5.22% (2.96% to 2.80%). Fewer people bought, but each order was worth more.
- Subscriptions: subscription revenue per visitor rose 32.81% ($0.89 to $1.19), and subscriptions grew from 72.7% to 83.1% of orders.
- Subscribers bought more units per order (1.20 to 1.76), while revenue per unit fell 16.68%, likely because larger packs cost less per unit.
The change
Pack sizes replaced by a who-is-it-for step and supply options priced per day.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The selector offered a plain size choice: 1-Pack, 2-Pack or 3-Pack.
Variant
The new selector first asked who shoppers were buying for, then showed supply options priced per day. The middle option carried a "Save More" badge and the largest a "Recommended" label.
Why it likely won
Our reading of the result, not the practitioner's claim.
- asking who it's for frames the choice as how much supply you need, not how many packs, which nudges people to larger options.
- per-day pricing makes bigger packs look cheap and efficient instead of expensive.
- the badges gave clear guidance on which option to pick.
- the extra step may have put off some casual buyers, which would explain the drop in conversion rate.
Caveats: Conversion rate dropped, so this traded fewer orders for bigger ones. Profit was not shown because cost data was missing, and the lower revenue per unit means margin should be checked before rolling out.
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 ask who the product is for and then show supply options priced per day, then revenue per visitor will rise because shoppers choose by need and larger packs feel efficient.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Profit per visitor
- Subscription churn
- Who should test it
- Supplement and consumable brands that sell multi-packs or subscriptions. It may not suit stores that rely on first-time trial orders, since conversion rate fell here.
Questions
Does per-day pricing increase order value?
In this test, showing supply options priced per day went with a 15.48% rise in order value. Larger packs seem to feel better value when priced by the day.
Can a bundle redesign lower conversion rate but still win?
Yes. Conversion fell 5.22% here, but bigger orders lifted revenue per visitor by 9.45%.
How do you get more subscription orders on a product page?
This redesign raised subscriptions from 72.7% to 83.1% of orders without changing the subscription offer itself.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon