A/B Test

Highlighting Subscription Benefits

When conducting our CRO Insights for this client, we analysed subscription purchases, the setup of the subscription program, and how subscriptions are displayed on-site. When providing a subscription option for customers, it’s important to make the benefits clear and explain how it works in the simplest way possible. One of our recommendations for this client was to emphasise the subscription benefits.

Testing the emphasis on subscription benefits has reaped increases in multiple metrics in the past. We decided to test the Original which displayed no benefits other than the regular delivery versus a design that opened a bullet list of benefits for subscriptions.

Azuna 32 Increase In Subscription Orders Per Visitor Before Azuna 32 Increase In Subscription Orders Per Visitor After
Azuna 32 Increase In Subscription Orders Per Visitor Before Azuna 32 Increase In Subscription Orders Per Visitor After

The Results

When analysing the results after two weeks, we ensured to exclude a promotional campaign running which could have influenced subscriptions. Still, we observed significant improvements to subscription metrics for both devices. Most notable was the 32% increase in Subscription Orders per Visitor on desktop, and 15% increase for mobile. 

While we only noted a 1% increase in overall Conversion Rates, the substantial rise in subscriptions indicates that this test effectively influenced users and showed that when users are undecided, presenting the subscription option more persuasively through an effective design motivates them to subscribe rather than make a one-time purchase. We implemented Variant 1 permanently.

  • 17%

    Increase in Subscription Orders per Visitor

  • 9%

    Increase in Subscription Revenue per Visitor

  • 32%

    Increase in Subscription Orders per Visitor for Desktop Devices
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