# 'Subscribe & Save X%' button instead of Add to Cart: +10% CR

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Subscriptions & subscribe-and-save
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/subscription-ctas-vs-add-to-cart-on-pdps
- Page: https://liftarchive.com/test/stone-creek-coffee-subscribe-save-cta/

Replacing 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%.

## Result

**+10% CR**

- 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.

## 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)

- 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%.

## How to run this test

- 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
- Guardrail: Subscription orders per visitor
- Guardrail: Subscription revenue per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/stone-creek-coffee-subscribe-save-cta/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.