Hypothesis

What the Data Told Us

During our CRO analysis, we identified that while subscriptions were available on PDPs, the primary Add to Cart CTA didn’t actively encourage the subscription selection, meaning users had to first understand the subscription option before committing, adding friction at a critical decision point. This created a decision-layering issue, where users had to process pricing structure before acting, increasing cognitive load at the moment of intent. In subscription models, hesitation at the CTA often signals value ambiguity rather than lack of demand.
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Phone screen displaying a subscription form with 'Add to Cart' CTA on a white background
Phone screen displaying a subscription option with an 'Add to Cart' button, labeled 'Before'.

A/B Test

What We Did

To reduce this friction, we tested whether surfacing the subscription benefit directly within the primary CTA would nudge more users toward higher-value purchase paths. We hypothesised that replacing the default Add to Cart CTA with a dynamic “Subscribe & Save X%” CTA, where the discount is pulled directly from Skio, would increase conversions and revenue by making the subscription value immediately clear. By dynamically pulling the exact savings amount, we reduced abstraction and made the economic benefit concrete at the point of commitment.
Phone screen displaying a subscription offer with a clear call-to-action on a peach background
Phone screen displaying a subscription offer with 'Subscribe & Save 10%' text on a peach background.

The Results

Variant 1 delivered strong early performance compared to the original design with a +10% increase in Conversion Rate, +13% in Revenue per Visitor, +9% in Subscription Revenue per Visitor, and +3% in Average Order Value. Based on averages, Intelligems estimated an additional +95 monthly orders. 

While subscription order volume dipped slightly by -10%, the overall revenue increased, suggesting that clearer subscription value improved purchase confidence without harming total performance.

This suggests that simplifying the primary decision increased confidence, even if some users ultimately chose one-time purchase over subscription.

  • 10%

    Increase in Conversion Rate

  • 13%

    Increase in Revenue per Visitor

  • 9%

    Increase in Subscription Revenue per Visitor
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