# Subscription tests plus site rebuild: take rate 22% to 38%+

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Trust badges & security seals, Free gifts & gift with purchase
- Test run by: [SplitBase](https://liftarchive.com/practitioners/splitbase/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://splitbase.com/case-studies/transparent-labs
- Page: https://liftarchive.com/test/transparent-labs-subscription-tests-and-rebuild/

A year of product page tests followed by a full site rebuild raised Transparent Labs' subscription take rate from 22% to more than 38%, with conversion rate up over 12%. SplitBase ran the testing program and the rebuild for the sports supplement brand. Many changes were combined, so this is a program result rather than one test.

## Result

**take rate 22% to 38%+**

- Subscription take rate: from 22% to over 38%, a relative rise of about 73%.
- Average conversion rate: up by more than 12% across the program.
- Page speed: improved by over 40% after the rebuild.
- Individual test lifts, including for the lab-testing section and starter kit animation, were not shared.

## Control

Product pages buried the brand's third-party lab testing inside descriptions. The subscription option was a plain pricing choice.

## Variant

Tests added a '3rd Party Testing' section to product pages and a 'Unlock a Free Starter Kit' animation when shoppers chose to subscribe. Winning ideas then fed into a rebuilt site on a new codebase.

## Why it likely won (our reading)

- Lab testing is the core of the brand's promise, and supplement buyers often worry about what is really in the bottle. Moving the proof into view answers that worry at the moment of choice.
- The starter kit animation turns picking a subscription into an instant reward, which makes the ongoing commitment feel like a gain.
- The rebuild locked in winning patterns and cut app bloat, so faster pages may have helped too.

## Caveats

Several changes shipped together: this result covers many subscription tests plus a full rebuild, and individual test lifts were not given. No sample sizes, durations or confidence levels were shared.

## How to run this test

- Hypothesis: If we give shoppers an instant, visible reward when they select the subscription option, then subscription take rate will rise because the commitment feels like a win rather than a cost.
- Primary metric: Subscription take rate
- Guardrail: Overall conversion rate
- Guardrail: Subscription cancellation rate in the first 60 days
- Guardrail: Gross margin per order
- Who should test it: Consumable brands with repeat-purchase products, such as supplements or coffee, that already offer subscriptions. It won't do much if your product is rarely reordered or your subscription saves buyers little.

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Credit: SplitBase ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/transparent-labs-subscription-tests-and-rebuild/).
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.