Transparency Sells

By making the subscription offer impossible to miss (and 100% compliant) we ran an A/B/C test that boosted conversion rate 4.98%, bumped revenue per visitor 6.53% ($24,843 a month) and nudged AOV up 1.48%.

Opportunity

The existing product-detail page (PDP) offered a convenient auto-refill plan, but its mention sat deep in the copy — easy for shoppers (and regulators) to overlook. A heuristic review and legal counsel flagged two risks:

• Compliance: Subscription terms weren’t prominent enough to satisfy auto-renewal disclosure rules.
• Clarity: Many first-time visitors clicked “Add to Cart,” then bailed at checkout when the auto-refill surprise appeared.

Rather than tweak price or promotion, we focused on structure: make the subscription impossible to miss, fully transparent, and visually reassuring – then measure what that honesty does to performance.

Solution

"If shoppers see (and understand) the subscription up front, trust rises – and so will conversions."

• Control (A): Original PDP
• Version 1 (B): Added a bold new bullet inside “What you’ll get” list calling out “Every 30-Day Auto-Refill, cancel anytime.” and tweaked existing “Effortless Auto-Refill” bullet for plainer language.
• Version 2 (C): Keeps V1 bullet edits plus: Two subscription icons (calendar + refresh arrows) flanking price area and Micro-copy under the CTA: “Your card is only charged every 30 days. Cancel anytime in one click.”

Traffic was split evenly across all three PDPs for two weeks; offer, images, and pricing stayed identical.

Result

Version 2 (icons plus copy) won decisively, proving that transparency pays twice: regulators are satisfied, and shoppers convert with confidence.

• +4.35% conversion rate (95% confidence)
• +6.53% revenue per visitor
• +1.48% average order value
• 268 additional orders per month
• $26,028 added monthly