Shopify Subscription A/B Test: Why a Plan Selector Lowered Revenue per Visitor by 8%

TL;DR

A European car diagnostics brand sells an OBD2 scanner alongside a paid app that unlocks hidden car features, advanced diagnostics and service tools.

The app runs on a subscription, so every purchase involves two decisions: the scanner, and how to pay for the features.

As part of our Shopify A/B testing programme for the store, we added a subscription variant selector and tested it against the original purchase options. Conversion rose by 1.8%, but revenue per visitor fell by 8%.

The challenge: a subscription shoppers did not fully understand

Shoppers who use the tool once or twice a year do not want an open-ended monthly charge. Shoppers who code their car often want the best ongoing price.

One subscription offer rarely suits both, which made more choice look like the answer.

The research: what shoppers said about the subscription

In our Shopify CRO research, customer surveys and reviews told us most of what we needed to know about the subscription, and analytics and a store walkthrough filled in the rest.

• ✓Subscription opacity: 36 negative signals described unclear subscription terms or hidden fees.
• ✓Cancellation anxiety: 17 signals described worry about renewal and cancelling in time.
• ✓Occasional use: 12 signals said the subscription felt too expensive for a tool used rarely.
• ✓Flexibility as a reason to buy: 5 survey responses named flexible subscription options as the reason they chose this brand.

The hypothesis: let shoppers pick the plan that fits

If we let shoppers choose between subscription variants at the point of purchase, more of them will find an option that fits how they use the app, increasing revenue per visitor.

The variation: a subscription variant selector

The variation added a selector that let shoppers choose between subscription variants at the point of purchase. The test measured the combined effect of these changes and does not isolate any single element.

The results: -8% revenue per visitor

We ran the test in Intelligems, comparing the original purchase options with the variation.

Slightly more visitors bought, but they spent less. The drop in order value outweighed the small gain in conversion, so revenue per visitor fell.

We recorded the test as neutral on conversion and did not roll it out.

What this test taught us about selling subscriptions

The selector answered the wrong question.

Shoppers who were still unsure what the subscription covered, how renewal worked and how to cancel were asked to choose a plan first. The drop in order value suggests many picked the cheaper option.

The tests that explained the subscription did far better. A dedicated subscription landing page lifted conversion by 55.01%, and a subscription clarity test lifted revenue per visitor by 11.86% and conversion rate by 10.98%.

Find out what your shoppers need to understand before they subscribe

We plan, build and run A/B tests for Shopify stores, grounded in customer research rather than guesswork. Get in touch to find out what to test next.