Multi-flavour subscription product page: +150% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsRebuilding the YFood product page so shoppers could subscribe to several flavours at once was followed by a 150% rise in conversion rate, six months after launch.
Blend Commerce did the work and published it as a Blend Commerce case study.
This was a before/after comparison, not a split test, and it came with a theme migration.
- Conversion rate: +150%, as reported six months after the project.
- YFood also reported better retention of subscription customers. No figure was shared.
- This is a before/after result, so other changes over the same period may account for part of it.
The change
The variant lists every flavour with its own quantity and adds them all in one click.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The old ReCharge setup let customers subscribe to only one flavour at a time. One-time purchases could not be ordered with subscription products.
Variant
A rebuilt product page with all flavours and subscription options in one place. Shoppers could set quantities per flavour, choose subscription settings and add everything to cart in one click.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers who wanted variety were blocked before. Letting them mix flavours removed a clear reason not to subscribe.
- Adding everything in one click cuts the steps between choosing and buying.
- Allowing one-time items alongside subscriptions opened room for bigger orders.
Caveats: Before/after, not a split test. It followed a traffic spike from a German national TV appearance and included a migration to a new theme, so the 150% can't be pinned on the product page alone.
Who ran it
Blend Commerce ran this test for YFood and published the results (Blend Commerce case study). 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 let shoppers subscribe to several flavours at once and add them all to cart in one click, then conversion rate will rise because buyers who want variety no longer hit a dead end.
- Primary metric
- Product page conversion rate
- Guardrails
- Subscription retention
- Average order value
- Subscription cancellation rate
- Who should test it
- Subscription brands with several flavours, scents or variants, such as drinks, snacks, coffee or pet food. If most customers only ever buy one variant, the gain will likely be small.
Questions
Should subscription customers be able to mix flavours?
For YFood, removing the one-flavour limit came with a large rise in conversion.
The result is before/after, so treat it as a strong signal, not proof.
Can customers buy one-time and subscription items in one order?
It depends on your subscription app and setup.
YFood's original setup did not allow it, and the rebuild fixed that.
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