Subscription & Subscribe-and-save Tests on Product Pages: 29 Examples, 4 Results

Why subscriptions matter on the product page

For products people reorder, the product page is where a one-time buyer can become a repeat customer.

A subscription option trades a discount today for future orders, so it changes both what a shopper pays now and what they are worth later.

That makes subscription tests harder to judge than most.

A change can lower revenue per visitor this month and still pay off in recurring revenue, or the other way round.

Measured results

Subscription inside a bundle flow

Dave Diederen's new bundle builder with quantity and subscribe-and-save steps won +85.04% conversion rate, +104.06% revenue per visitor and +95.3% profit per visitor.

It is the largest result on this page.

Another Dave Diederen test asked who the product was for, then showed supply options with per-day pricing.

Conversion rate fell 5.22%, but revenue per visitor rose 9.45%, AOV rose 15.48% and subscription revenue per visitor rose 32.81%. Fewer orders, worth more.

A simple subscribe-and-save checkbox

Dave Diederen added a 20% off subscribe-and-save checkbox to the top repurchase products.

It reported 7,509 active subscriptions and $346K MRR in 30 days.

No conversion rate or revenue per visitor comparison was given.

A

→

B

7,509 active subscriptions

Added a subscribe-and-save checkbox (20% off) to the PDP for the top repurchase products

Product pagePricing, discounts & savings display@DaveDiederen

A

→

B

+104.06% revenue per visitor

New bundle builder with quantity and subscribe-and-save steps

Product pageBundles & quantity breaks@DaveDiederen

A

→

B

+9.45% revenue per visitor

Redesigned the bundle selector to ask who it's for, then show supply options with per-day pricing

Product pageBundles & quantity breaks@DaveDiederen

A

→

B

-9.17% revenue per visitor

Introduced subscriptions with the subscription option pre-checked by default

Product pageSubscriptions & subscribe-and-save@DaveDiederen

Losing or flat tests

Dave Diederen introduced subscriptions with the option pre-checked by default.

Conversion rate fell 2.86%, revenue per visitor fell 9.17% and AOV fell 6.50%, while subscription share of orders rose 1,295%.

The result counts as a loss on upfront revenue.

Whether it paid back depends on retention, which the test does not report.

It matters because many of the ideas below recommend pre-selecting subscription.

Untested ideas

Pre-selecting subscription is the most repeated idea, from Dave Diederen, Milos and Kasper Dolk.

Given the one measured loss, test it against revenue per visitor and retention, not subscription share alone.

• Label the subscription clearly, show a one-time option and add "cancel or pause any time" (Ruben).
• Show the free gifts and their dollar value that come with subscribing (Dave Diederen).
• Default to a 3-month plan with extra gifts to cut month-1 to month-2 churn (Milos).
• Show the subscription price first and the one-time price underneath (Kasper Dolk).
• Add "We recommend 3-6 months of use to see results" to the selector (Dave Diederen).
• A month 1-3 timeline of what customers will feel (Kasper Dolk).

Placement and design patterns that won

• Build subscription into the bundle and quantity selector as a clear step.
• Use per-day pricing and a question about who it is for to frame bigger orders.
• Offer a visible discount, such as 20% off, on products people already reorder.
• Measure revenue per visitor and subscription revenue, since conversion rate can fall while value rises.

Related tests elsewhere on the store

See the full subscription collection, product page bundle tests and product page upsell tests.