One-time and subscription prices on product cards: +5% RPV
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsShowing both the one-time price and the subscription price on collection-page product cards lifted revenue per visitor by 5% for Stone Creek Coffee.
Blend Commerce ran this A/B/C test. Subscription orders per visitor rose 17%.
- Variant 2 (both prices): revenue per visitor +5% and conversion rate +2%.
- Variant 2: subscription orders per visitor +17%, subscription revenue per visitor +14% and average order value +4%.
- Variant 1 ('From' subscription price): subscription orders +22% and subscription revenue +40%, but revenue per visitor rose only 4%.
- Variant 2 gave the best overall revenue result.
The change
Product cards show the subscription price next to the one-time price.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product cards on collection pages showed only the one-time price. The subscription discount appeared only on the product page.
Variant
Variant 2 showed both the one-time and subscription prices on each card. Variant 1 instead used the subscription price as the 'From' price.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Showing the saving while browsing let shoppers weigh subscribing before they reached the product page.
- Seeing both prices side by side made the comparison easy, without hiding the one-time price.
- Leading with the subscription price pushed more subscriptions, but may have felt less clear to one-time buyers.
Caveats: No significance level, sample size or duration was shared, and the lifts in overall revenue were small.
Who ran it
Blend Commerce ran this test for Stone Creek Coffee and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show both one-time and subscription prices on product cards, then revenue per visitor will rise because shoppers see the subscription value while browsing.
- Primary metric
- Revenue per visitor
- Guardrails
- Subscription orders per visitor
- Conversion rate
- Product card click rate
- Who should test it
- Stores with subscription discounts on repeat-purchase products. If few products offer subscriptions, extra prices may just clutter the cards.
Questions
Should I show subscription prices on collection pages?
It is worth testing if subscriptions matter to you.
Here it raised subscription orders by 17% and revenue per visitor by 5%.
Should the subscription price be the 'From' price?
That raised subscriptions most in this test, but showing both prices gave the best overall revenue.
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