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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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).

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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