Insight

Difficulty Choosing Order Frequency

A lot of D2C coffee customers buy their beans on a regular basis. But “regular” is different for everyone, and we found that customers were having difficulty choosing their order frequency. The product page relied on a standard dropdown menu to select delivery frequency. This required an extra interaction, and made it harder for customers to quickly understand their available subscription options. We hypothesised that introducing quick-select pill buttons for common delivery intervals (2, 4, 6, and 8 weeks) alongside a “More” dropdown for additional options (1–10 weeks) would simplify the decision-making process. By surfacing the most common subscription intervals directly on the page, customers could select their preferred delivery schedule faster, potentially improving subscription adoption and overall conversion performance.

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Stone Creek Coffee Testing Subscription Frequency Selection On Pdp Before
Stone Creek Coffee Testing Subscription Frequency Selection On Pdp Before

A/B Test

Pill Buttons vs Dropdown Selector

To test this hypothesis, we ran an A/B test comparing the original dropdown selector with a new interface displaying four pill buttons for the most common delivery intervals (2, 4, 6, and 8 weeks), along with a “More” dropdown containing additional frequency options (1–10 weeks).

Stone Creek Coffee Testing Subscription Frequency Selection On Pdp After
Stone Creek Coffee Testing Subscription Frequency Selection On Pdp After

The Results

When analysing the overall results across all devices, the variant underperformed the original design, showing a 7% decrease in conversion rate, a 13% decrease in revenue per visitor, and a 5% decrease in add to cart rate. Subscription behaviour also declined overall, with subscription orders per visitor dropping by 27% and subscription revenue per visitor decreasing by 45%. 

However, a deeper device-level analysis revealed a significant difference in performance between desktop and mobile users.

On desktop, the new design performed strongly. Conversion rate increased by 31%, revenue per visitor rose by 19%, and add to cart rate improved by 14%, resulting in an estimated 76 additional orders per month.

These results suggested that quick-select subscription options improved overall usability on desktop, and this change was set live on desktop devices only.

  • 31%

    Increase in conversion rate

  • 19%

    Increase in revenue per visitor

  • 14%

    Increase in add to cart rate
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