'Subscribe & Save X%' button instead of Add to Cart: +10% CR
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing the main 'Add to Cart' button with a dynamic 'Subscribe & Save X%' button lifted conversion rate by 10% for Stone Creek Coffee.
Blend Commerce ran this A/B test. Revenue per visitor rose 13%, though subscription order count dipped about 10%.
- Conversion rate: +10%.
- Revenue per visitor: +13%, and average order value: +3%.
- Subscription revenue per visitor: +9%.
- Subscription order count: about -10%, a drop to watch. Intelligems estimated about 95 extra orders a month.
The change
The main button changes from Add to Cart to Subscribe & Save X%.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page used a standard 'Add to Cart' main button. The subscription option sat separately, and shoppers had to work out its value first.
Variant
The main button read 'Subscribe & Save X%', with the real discount pulled in from the subscription app Skio.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Showing the exact saving on the button made the subscription value clear at the moment of choice.
- A clear offer may have made shoppers more confident overall, even those who then bought once.
- Fewer but larger subscription orders could explain why subscription revenue rose while order count fell.
Caveats: These were described as early results, and no significance level, sample size or duration was shared. Subscription order count fell about 10%.
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 change the main button to 'Subscribe & Save X%' with the real discount, then conversion will rise because the subscription value is clear at the point of decision.
- Primary metric
- Conversion rate
- Guardrails
- Subscription orders per visitor
- Subscription revenue per visitor
- Subscription churn after first order
- Who should test it
- Stores selling repeat-purchase products with a clear subscription discount. If few of your products suit subscriptions, the label may confuse one-time buyers.
Questions
Should the main product button push subscriptions?
It can help if the discount is shown clearly.
Here it lifted conversion by 10%, but subscription order count dipped.
Should the button show the exact discount?
This test pulled the real percentage into the button text.
A specific number is easier to judge than a vague promise of savings.
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