Hypothesis

Pricing Clarity is Important on PLPs

Pricing clarity on collection pages is critical to conversion performance. With a CRO audit client we found an opportunity to improve it - the discount benefit of subscription pricing was not always immediately visible while users were browsing product listings. Users were only presented with the price difference on the PDP. We hypothesised that displaying both the one-time purchase price and the subscription price directly on product cards would better show the value of subscribing earlier in the shopping journey. With the subscription discount shown at the browsing stage, users could evaluate their options sooner, potentially increasing subscription adoption, conversion rate, and overall revenue performance.

Jump to results
Smartphone screen showing a coffee website menu from a client of Blend Commerce
Phone screen displaying coffee product cards with a focus on subscription discount visibility.

A/B/C Test

Variant 1 | Subscription Price Anchoring

Variant 1 displayed the “From” price using the subscription price, positioning the lower recurring price as the primary reference point on the product card. This variation made subscription pricing more visible during browsing and significantly increased subscription behaviour.

Smart phone screen showing coffee website menu - this is variant 1 in a CRO A/B test by Blend Commerce
Phone screen displaying product cards from an ecommerce website with subscription pricing on a peach background

A/B/C Test

Variant 2 | Dual Price Display

Variant 2 displayed both the one-time purchase price and the subscription price directly on the product card, allowing customers to immediately compare the two options. This variation maintained strong subscription improvements while delivering the strongest revenue performance overall.

Smartphone displaying an e-commerce website with product cards showing purchase and subscription prices.
Smartphone displaying a coffee product website with 'Variant 2' text at the top, illustrating its role in an A/B test for conversion rate optimisation

The Results

While Variant 1 displayed strong impacts with subscription orders per visitor increasing by 22%, subscription revenue per visitor growing by 40%, conversion rate increasing by 3%, revenue per visitor increasing by 4%, and average order value increasing by 2%, Variant 2 displayed higher changes.

For Variant 2, strong subscription improvements were maintained while delivering the strongest revenue performance overall. Conversion rate increased by 2%, revenue per visitor increased by 5%, and average order value increased by 4%. Subscription metrics also increased, with subscription orders per visitor rising by 17% and subscription revenue per visitor by 14%. This confirmed that highlighting subscription pricing earlier in the browsing experience encourages adoption without disrupting the purchase flow.

  • 5%

    Increase in revenue per visitor

  • 17%

    Increase in subscription orders per visitor

  • 14%

    Increase in subscription revenue per visitor
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