Most brands run A/B tests to confirm what they already believe.
We run them to learn what actually drives profit. Because the truth is: it’s rarely about big redesigns, bold UX, or flashy gimmicks.
Sometimes, it’s about a single moment of clarity, at the exact second a customer is ready to buy. We recently ran a test with a DTC wellness subscription brand selling beet-based superfoods.
The hypothesis was simple, a few small changes to the cart drawer messaging might drive more subscription signups. No fancy UX. No huge redesign. Just better timing, clarity, and reassurance.
The result?
A +7.49% lift in revenue per visitor and +9% increase in subscription revenue per visitor.
Without touching price, offers, or traffic. This is a behind-the-scenes look at one of those tests.
(At the exact moment people were checking totals and deciding to buy, we tested this copy change. The result
Why This Test Mattered
Most brands focus on top-line CVR and AOV.
We focus on Revenue Per Visitor, Subscription take rate and LTV, especially when it comes to subscriptions.
Because subscription customers = more margin, more predictability, and more scale (without hurting the front end offer of hammering customers with product and churn increasing).
It looked small. Just a copy tweak inside the cart. But it made a big impact and thats why testing isn’t made to be labelled big or small. Let’s break it down:
📦 The Test: Subscription Upgrade in Cart Drawer
Hypothesis:
If we clarify the exact subscription benefits for the exact product the user added (Powder or Gummies), we’ll increase subscription take rate and checkout progression.
Why?
The cart drawer is one of the highest-intent moments. Buyers are calculating cost, friction, and value. We just made it easier to say yes.
📈 The Results
Metric | Control | Variant | Lift |
|---|---|---|---|
Conversion Rate (CVR) | 3.04% | 3.26% | +7.42% ✅ |
Revenue Per Visitor (RPV) | $1.06 | $1.14 | +7.49% ✅ |
AOV | $34.81 | $34.83 | Flat ⚖️ |
Subscription Orders per Visitor | 0.73 | 0.78 | +7.37% ✅ |
Subscription Revenue per Visitor | $0.67 | $0.73 | +9.07% ✅ |
Subscription % of Orders | 70.4% | 70.3% | Flat, suggesting quality uplift rather than a forced mix shift |
But here’s where it gets deeper:
So what happened?
✅ The updated drawer reduced hesitation
✅ Matched messaging with specific products
✅ Gave clarity + flexibility at the right moment
✅ Converted returning customers better than ever
The insight?
Customers who already knew the brand just needed one more push to subscribe — and we gave it to them.
🛠 What We’d Do If We Were You
Map out the highest-intent moments in your funnel
Ask: is it clear what they get, why it’s worth it, and what makes it flexible?
Don’t bury value props in a blob of text or assume buyers remember what your ad said
Reinforce the offer right when they’re reaching for their wallet
And most importantly: Test it. Don’t assume. It not traceable when you do this.
Something extra and cool
Bonus feature of a new workflow:
We Review A/B Tests Every Day. Here’s Why That Matters.
Most brands:
Launch test
Wait 14 days
Ship the “winner”
Hope nothing breaks
That’s dangerous. Because top-line numbers often hide underperforming segments.
What looks like a win at +3% RPV may be hammering your CVR.
Our Daily Test Dashboard Tells Us:
Every morning at 9AM, our team sees:
Overall metrics: RPV / CVR / AOV
Segmented breakdowns: by device, traffic source, new vs returning
Uplifts per audience
Confidence levels
Red flag alerts (like when Paid Video is -43%)
This lets us:
Catch bad performance within 3 days
Launch targeted fixes mid-test
Avoid false wins
Actually learn why tests win (or don’t)
🧠 Segment Wins → Compounding Profit
Let’s be clear:
A/B testing is not about running more tests.
It’s about making better decisions, faster, and not shipping tests that lose you money in specific segments.
That’s how we:
Increase RPV without wasting paid budget
Increase LTV which aligns to the brands goals
Tailor pages to convert each avatar
Unlock 6-figure lifts without “scaling spend”
The PM Digital Approach
We've rebuilt how we work with brands around this.
We don't just test pages. We optimise the funnel for profitability and LTV. We build the right experiences for the right intent of your audience. Results focused on revenue per visitor, not just conversion rate and average order value, because that tells us if the whole system is working.
Want Help Applying This to Your Brand?
If you're sitting on Q1 traffic and not seeing the conversions you expected, there's a good chance your funnel isn't matching your customer's mindset.
Book a free 30-minute CRO call with us. I'll walk through your site live, explain some of our process, and show you where the gaps are and what to do about them.
👉 Reply to this email or click here to book your CRO strategy session. |
1
