Insight

Subscription Choices Lacked Clear Direction

Azuna Fresh’s product pages asked shoppers to choose between subscription options without signalling which choice was recommended or most popular. This left customers to compare frequencies on their own at the point of purchase, adding decision effort to a recurring commitment. Visual cues can reduce that effort by showing either brand guidance or social proof. The recommendation was supported by an earlier Blend test in which subscription badges increased revenue per visitor by 28.85% and conversion rate by 14.8%. We therefore identified a focused opportunity to add badges to the subscription selector, keep the underlying offer unchanged, and measure whether clearer guidance improved overall purchasing and recurring-order behaviour. This followed our evidence-led Shopify CRO approach: use a proven pattern as a hypothesis, then validate it with the brand’s own shoppers.

Jump to results

A/B/C Test

Recommended and Popular Subscription Badges

We ran an A/B/C test through Intelligems on product detail pages. The control retained the original subscription selector with no badges. Variant 1 added a “Recommended” badge to one subscription option. We hypothesised that giving shoppers a clear cue would reduce decision effort, help them choose a plan with more confidence, and increase conversion rate, revenue per visitor, subscription orders per visitor and subscription revenue per visitor. The test kept the purchase options intact so the badge language was the key difference.

Variant 2 used a “Popular” badge instead of “Recommended”. This tested social proof against brand-led guidance while keeping the subscription choices and surrounding product-page experience consistent.

The Results

Both badge treatments improved overall commercial performance against the original selector. The Recommended variant increased conversion rate and revenue per visitor by 1%, while subscription orders per visitor rose 3% and subscription revenue per visitor rose 2%. The Popular variant produced the stronger sitewide result, increasing conversion rate by 2% and revenue per visitor by 3%, with an estimated 702 additional orders per month. Its subscription orders and subscription revenue per visitor were unchanged, showing that the main gain came from more visitors purchasing rather than a higher share choosing a subscription. A focused check on the Luxe Glass Apartment Kit, where the Most Popular badge was applied manually in Recharge, also confirmed Variant 2 as the best-performing treatment. The pattern suggests that social proof gave shoppers a more persuasive decision cue than brand-led recommendation. Azuna Fresh selected the Popular variant for rollout. A future test could refine badge placement or wording while monitoring both total purchases and subscription-specific behaviour.

  • 3%

    increase in revenue per visitor

  • 2%

    increase in conversion rate

  • 702

    estimated additional orders per month
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