# Subscription toggle on by default: early lift in new subs, no figure

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Subscriptions & subscribe-and-save, Variant, size & option selectors
- Test run by: [Wuffes](https://liftarchive.com/practitioners/wuffes/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/building-high-converting-ad-congruent-paid-funnels-fast-with-wuffes
- Page: https://liftarchive.com/test/wuffes-subscription-default-toggle-buy-box/

Replacing two separate purchase options with a single toggle that defaults to subscription showed promising early results for new subscriptions, though no figure was shared. Wuffes, a pet supplement brand, ran the test in-house on a paid-traffic landing page, and it was published as a Replo case study. Treat this as an early read, not a final result.

## Result

**early lift in new subs, no figure**

- New subscription rate: described as promising early results. No percentage, sample size or confidence was shared.
- Wuffes optimizes for cost per new subscription, but no figure for that metric was reported for this test.
- Effects on one-time purchases and overall conversion were not reported.

## Control

The buy box showed two separate options to pick from: Subscribe & Save and One-Time Purchase.

## Variant

The buy box showed one toggle, switched to subscription by default, so shoppers had to turn it off to buy once.

## Why it likely won (our reading)

- Defaults are powerful: many shoppers keep whatever option is preselected.
- One toggle is simpler to scan than two option blocks, which may speed shoppers to checkout.
- A subscription default can also lower conversion for shoppers who want to buy once, so the net effect needs checking.

## Caveats

This is an early read with no number, and the result may not hold up. It was self-reported in a vendor case study, with no sample size or duration shared.

## How to run this test

- Hypothesis: If we replace two purchase options with one toggle that defaults to subscription, then new subscriptions will rise because shoppers tend to keep the default and the buy box is easier to read.
- Primary metric: New subscriptions per visitor (or cost per new subscription)
- Guardrail: Overall conversion rate
- Guardrail: Refunds and early cancellations
- Guardrail: Support complaints about unwanted subscriptions
- Who should test it: Subscription-led brands selling consumables like supplements or pet food. Make the toggle and the recurring charge very clear; a hidden default can cause chargebacks and break consumer rules in some places.

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Credit: Wuffes ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/wuffes-subscription-default-toggle-buy-box/).
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.