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Put the subscribe-and-save control on the add-to-cart line
Subscribe-and-save is a control on the ATC line showing frequency and the discounted price beside the struck one-time price, not a separate page.
What it is
The subscribe-and-save option is a control on the add-to-cart line itself, showing the delivery frequency and the discounted price beside the struck one-time price, rather than a separate page or an afterthought.
Why it works
Putting the plan decision inside the buy box, at peak intent, converts more shoppers to subscription than a choice buried behind a click, and it frames the discount as the default rather than an upsell.
How to test it
- Hypothesis
- Surfacing the subscribe-and-save control on the add-to-cart line will lift subscription take rate without hurting overall add-to-cart rate.
- Primary metric
- Subscription add-to-cart rate
- Guardrail metric
- Overall add-to-cart rate, to confirm the one-time buyer is not confused away
Related ideas
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