Rebuilt subscription card on pet food PDP: +20% subscription orders
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsTurning the subscription option into a prominent, pre-selected card with clearer savings raised subscription orders per visitor by 20% for Wilsons Pet Food.
Blend Commerce ran this A/B test in Intelligems on desktop and mobile product pages. Overall conversion rose 5%.
- Subscription orders per visitor: +20%.
- Subscription revenue per visitor: +11%.
- Conversion rate: +5%, add-to-cart rate: +4% and revenue per visitor: +3%.
- The agency estimated about 77 extra orders per month and reported no significant negative effects.
The change
Separate benefits block replaced by a pre-selected subscription card with savings and flexibility.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A separate Subscribe & Save block listed three short benefits above the purchase options.
Variant
The selector became a prominent, pre-selected subscription card. It showed the subscription price, first-order and ongoing savings, no commitment, and that flavour, quantity and delivery could be changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Showing the first-order saving and the ongoing saving separately makes the value of subscribing concrete.
- Spelling out no commitment and easy changes tackles the main fear about recurring orders: getting stuck.
- Putting everything in one selected card means shoppers don't have to read a separate panel to compare options.
- Pre-selecting the subscription makes it the default choice. Several changes shipped together here, so we can't say which one did the most.
Caveats: The variant combined a new layout, pre-selection and expanded copy, so the lift can't be credited to any single change. Sample size, test length and confidence were not shared.
Who ran it
Blend Commerce ran this test for Wilsons Pet Food 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 turn the subscription option into a prominent, pre-selected card that lists the savings and flexibility, then more shoppers will subscribe because the value is clear and the commitment feels low.
- Primary metric
- Subscription orders per visitor
- Guardrails
- Overall conversion rate
- Revenue per visitor
- Subscription cancellations in the first months
- Who should test it
- Stores selling repeat-purchase products such as pet food, supplements or coffee with a subscribe-and-save option. Watch early cancellations: a pre-selected subscription can bring in subscribers who quit fast.
Questions
How do I get more customers to subscribe on my product page?
Make the subscription option prominent, show the savings clearly and say it's easy to change or cancel.
Those changes together lifted subscription orders by 20% here.
Should the subscription option be pre-selected?
It was in this winning variant, along with other changes.
Track early cancellations to make sure the default isn't creating unhappy subscribers.
Does promoting subscriptions hurt one-time sales?
Not here. Overall conversion rose 5% and revenue per visitor rose 3%.
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