Make repeat purchase an explicit choice.
A Subscribe & Save option beside one-time purchase, at the product-page decision point.
The problem.
A one-time purchase flow gives customers a price but may not address the repeat nature of the product. For this air-filter brand, the product-page decision could include a recurring option that makes both the savings and the purchase type explicit.
The evidence and questions.
The wider program identified price and decision friction on the product page, including pack size and purchase options. This test addressed that part of the journey by placing the subscription alternative at the same point as the one-time purchase decision.
The hypothesis.
If shoppers can compare a Subscribe & Save 5% option with one-time purchase on the product page, visible savings and automatic-delivery convenience may reduce decision friction and improve commercial performance.
The change, made tangible.
3 air filters
3 air filters
- Keep one-time purchase visible and selectable.
- Place Subscribe & Save 5% beside it.
- Show the price of each purchase option.
- Make the selected purchase type clear before adding to cart.
Reported test results.
The program summary reports a 4.69% relative conversion-rate uplift, an additional $1.92 in revenue per visitor, and a $48,076 one-month return. The purchase-option presentation is the tested idea; the result should not be generalized to products without a relevant repeat-purchase need.
The useful learning.
Savings and convenience can strengthen a recurring-purchase decision when the product and audience support that model. Keep the customer's choice explicit and evaluate the full commercial impact.