A/B Test

Subscription Information Copy

As part of a wider set of subscription optimisation tasks, one of our goals was to use persuasive copy on the product page to encourage more visitors to subscribe. During this process, we identified an opportunity to better align the subscription messaging with the brand’s tone of voice. The original copy was generic — “Save 10% on every order” — and we hypothesised that reframing this in a more engaging, brand-relevant way would improve both subscription and conversion rates. We updated the messaging to “Add more crunch with less cost” and ran an A/B test to measure its impact.

The Results

Over the course of the test, the new on-brand subscription messaging had a clear impact. Not only did it increase overall conversion and subscription rates, but it also resonated strongly with returning visitors. We saw more completed carts, higher average order values, and greater revenue per returning customer — all from a simple change in how the offer was framed.

  • 22%

    Increase in Conversion Rate

  • 13%

    Increase in Average Order Value for Returning Visitors

  • 6%

    Increase in Subscription Rate
Book a CRO Discovery Call

More A/B Tests