# Rebuilt subscription card on pet food PDP: +20% subscription orders

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Headlines, product titles & copy
- 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/clearer-pdp-benefits-increase-subscription-orders
- Page: https://liftarchive.com/test/wilsons-pet-food-subscription-card-benefits/

Turning 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%.

## Result

**+20% subscription orders**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Overall conversion rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/wilsons-pet-food-subscription-card-benefits/).
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.