{"id":111935,"date":"2024-09-24T15:13:50","date_gmt":"2024-09-24T13:13:50","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/5-subscription-trends-to-ab-test\/"},"modified":"2026-09-07T20:10:05","modified_gmt":"2026-09-07T14:40:05","slug":"5-subscription-trends-to-ab-test","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/5-subscription-trends-to-ab-test\/","title":{"rendered":"Ideas Worth Keeping: The Top 5 Subscription Trends to A\/B Test"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" width=\"124\" height=\"37\" src=\"https:\/\/lh7-qw.googleusercontent.com\/docsz\/AD_4nXfG6JjvMe9Y6v0C9lS_11Pi4q4dHY6QowlAjWRHHMHwvNLDpjlWLuSAje2O3cT8ecgb9R8mvU-hGpAFOf3Bkh31pCWW222_egKMMD47sKXIm-F2cI-Oss3M_5LQO1jgiJJGzJjFZqYwM0nJbWDVkqZuMyG2?key=XCGlzILZ503D1S2d50gG9Q\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Platform partner blog<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>This guest blog was written by Kit Heighway, Director of Optimization, at <a href=\"https:\/\/daydot.agency\/\">Daydot,<\/a>&nbsp; a digital agency that specializes in crafting exceptional experiences to drive measurable revenue growth. They are experts in Conversion Rate Optimization, Performance UX Design, and Customer Lifecycle Optimization for Subscription, eCommerce, and Non-Profit brands.&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s imagine you are relaxing at home after a long day\u2019s work, when the doorbell rings. You jump up, eager to see what\u2019s waiting behind the door &#8211; a new clothing item, a cooking kit, or perhaps a treat for your pet? The excitement is real, and it&#8217;s all thanks to your recent subscription box sign-up.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Subscription boxes have quickly become consumer\u2019s favorite way to shop from brands they love.<\/strong> In fact, the global subscription box market is projected to exceed $75 billion by 2025.<a href=\"https:\/\/vipulyadavrnq.medium.com\/the-rise-of-subscription-boxes-trends-and-statistics-664e87e881d0\">*<\/a> With so many brands wanting to get in on the action, the key question is: how can you participate in a way that<a href=\"https:\/\/wingify.com\/blog\/1000-experiments-club-talia-wolf\/\"> resonates with your audience<\/a>? A\/B testing subscription features is a great starting place.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Daydot team dive into the subscription box world and try out 5 of the most popular subscription purchase journeys. In the article below, we share what features we loved the most, giving you our round-up of the best features to test on your digital subscription journey.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The subscription journeys reviewed: <em>Abel and Cole, Bloom and Wild, Gin-box, Dear-bump, Bella &amp; Duke, Perky Blenders, Butternut Box.&nbsp;<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-subscription-trends-to-test\"><strong>5 Subscription Trends to Test<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-combining-expected-usps-with-what-makes-your-business-different-nbsp\"><strong>1. Combining expected USPs with what makes your business different<\/strong><strong>&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In 2024 certain features have become standard expectations in the world of subscription services. Phrases like &#8220;Free delivery,&#8221; &#8220;Home delivery,&#8221; or &#8220;Cancel anytime&#8221; are no longer points of differentiation \u2013 they\u2019re baseline consumer expectations. However, these essentials still matter, and this is where the savvier brands really stand out, by mixing their unique personality with those expected USPs.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Take Abel &amp; Cole, for example. As the leader in organic products, they don\u2019t settle for the dull \u201cFree delivery to your door.\u201d Instead, they integrate their brand personality into the message with \u201cGet your ethical food delivery dropped to your door.\u201d It\u2019s a small tweak, but it adds a layer of authenticity and makes a difference in standing out. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2024\/09\/DayDot-Platform-Partner-Blog-Photo-1.png\" alt=\"\" class=\"wp-image-154482\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><em>Abel and Cole: \u201cGet your ethical food delivery dropped to your door\u201d&nbsp;<\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-test-ideas\"><strong>Test ideas:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Expected USP copy improvements<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-cancelation-reassurance-throughout-the-user-journey-nbsp\"><strong>2. Cancelation reassurance throughout the user journey&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Subscription cancellation will happen but how you handle it can make or break the <a href=\"https:\/\/wingify.com\/resources\/the-digital-customer-journey\/\">customer experience<\/a>. A recent study shows that over 25% of consumers prioritize easy, penalty-free cancellations when choosing a service.<a href=\"https:\/\/www.pymnts.com\/subscription-commerce\/2023\/over-a-quarter-of-consumers-cite-free-cancellation-as-key-factor-in-choosing-beauty-subscriptions\">*<\/a> People value the assurance that they can leave without any hassle.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The best brands excel in this area by offering clear, upfront reassurance about cancellation. From the product listing page, where they confidently state,<\/strong> \u201cThere\u2019s no commitment \u2013 you can skip or cancel at any time,\u201d to the basket page with a gentle reminder, \u201cDelivered weekly, but you can cancel anytime.\u201d Right before the final step, they reinforce the message: \u201cCount on us for reliable weekly delivery, with the flexibility to skip, pause, or cancel anytime.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By making cancellation easy and transparent, these brands turn a potentially stressful decision into another positive touchpoint, helping customers feel in control from start to finish.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-test-ideas-nbsp\"><strong>Test ideas:&nbsp;<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Homepage cancelation reassurance&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Product listing\/details cancelation reassurance&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Basket cancelation reassurance&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Checkout cancelation reassurance&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Cancelation messaging tone formal vs friend<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-showcasing-how-subscriptions-could-fit-into-users-real-lives-nbsp\"><strong>3. Showcasing how subscriptions could fit into users&#8217; real lives&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For physical subscriptions, the key is to make them feel tangible and exciting in the early stages of the purchase journey. In a digital world getting something tangible is a huge draw.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How can you showcase that <strong>experience on a website without sending samples?&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Butternut Box achieves this with a fun, heartwarming video on their landing page. It walks potential users through the excitement of the box arriving at the door, the thrill of unboxing, and of course, a happy dog enjoying their treat. It\u2019s more than just a video\u2014it\u2019s a mini-experience that brings the product to life.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2024\/09\/DayDot-Platform-Partner-Blog-Photo-2.png\" alt=\"\" class=\"wp-image-154486\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">And Abel &amp; Cole? They\u2019re leading the way again, by adding recipe ideas and videos directly on the product page. It\u2019s far more engaging than a simple image gallery, sparking users&#8217; imaginations and making their experience more immersive.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2024\/09\/DayDot-Platform-Partner-Blog-Photo-3.png\" alt=\"\" class=\"wp-image-154489\" \/><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"h-test-ideas-nbsp-0\"><strong>Test ideas:&nbsp;<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>An unboxing or arrival video&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>A social media feed showing real users enjoying your subscription&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Previews of activities you can do with the subscription (like recipe guides, or dog games)&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-remembering-that-users-don-t-just-subscribe-for-themselves-nbsp\"><strong>4. Remembering that users don\u2019t just subscribe for themselves&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s easy to overlook that many users aren\u2019t subscribing for their own needs \u2013 they\u2019re often gifting a subscription to someone special. Whether it\u2019s for a child heading off to college or a new colleague at work, recurring subscription businesses miss this opportunity by sticking to a one-size-fits-all approach.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Perky Blenders, however, has mastered the art of gifting by offering flexible three, six, and twelve-month subscription options for their premium, freshly roasted coffee.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2024\/09\/DayDot-Platform-Partner-Blog-Photo-4.png\" alt=\"\" class=\"wp-image-154492\" \/><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"h-test-ideas-nbsp-1\"><strong>Test ideas:&nbsp;<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Gifting subscription journey&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Business gifting journey&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>Personalization based on gift giving intent (supporting a friend, new home, starting uni, new parent etc)&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-not-assuming-that-subscriptions-will-last-forever-nbsp\"><strong>5. Not assuming that subscriptions will last forever&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers want subscriptions to be as hassle-free as possible. Hidden or complicated cancellation processes can be a major turnoff.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Surprisingly, more businesses aren&#8217;t testing fixed, limited-time prepaid subscriptions. Some customers don\u2019t want to commit to an ongoing plan, no matter how easy cancellation is. Offering a set subscription period could disrupt the subscription box journey in a big way.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bloom &amp; Wild are ahead of the curve here, letting customers pick between three, six, and twelve month subscriptions without any automatic renewal.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2024\/09\/DayDot-Platform-Partner-Blog-Photo-5.png\" alt=\"\" class=\"wp-image-154495\" \/><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"h-test-ideas-nbsp-2\"><strong>Test ideas:&nbsp;<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>3 month fixed term subscription&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>6 month fixed term subscription&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>X time fixed term subscription (reflecting a particular life-stage your product may be purchased for)<\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wrapping-up-nbsp\"><strong>Wrapping up&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">These five innovative strategies are helping subscription leaders enhance their customer journeys, boost conversions and drive revenue growth. Now is a good time to evaluate your own subscription flow and consider integrating some of these ideas. But don\u2019t just copy and paste \u2013 Remember, about 80-90% of digital ideas flop because they weren\u2019t tested first. That\u2019s why <strong>Experimentation is essential before implementing. It allows you to identify what&nbsp; clicks with your users and ensures that you invest in features that deliver results, rather than relying on assumptions.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Platform partner blog This guest blog was written by Kit Heighway, Director of Optimization, at Daydot,&nbsp; a digital agency that specializes in crafting exceptional experiences to drive measurable revenue growth. They are experts in Conversion Rate Optimization, Performance UX Design, and Customer Lifecycle Optimization for Subscription, eCommerce, and Non-Profit brands.&nbsp; Let\u2019s imagine you are relaxing&#8230;<\/p>\n","protected":false},"author":1436,"featured_media":116007,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10783],"tags":[10724,10809],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ab-testing","tag-a-b-testing","tag-e-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ideas Worth Keeping: The Top 5 Subscription Trends to A\/B Test - Wingify Blog<\/title>\n<meta name=\"description\" content=\"Explore 5 subscription trends to A\/B test, driving conversions and growth with expert insights from Daydot&#039;s Director of Optimization, Kit Heighway.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wingify.com\/blog\/5-subscription-trends-to-ab-test\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ideas Worth Keeping: The Top 5 Subscription Trends to A\/B Test - Wingify Blog\" \/>\n<meta property=\"og:description\" content=\"Explore 5 subscription trends to A\/B test, driving conversions and growth with expert insights from Daydot&#039;s Director of Optimization, Kit Heighway.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wingify.com\/blog\/5-subscription-trends-to-ab-test\/\" \/>\n<meta property=\"og:site_name\" content=\"Wingify Blog\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-24T13:13:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-07T14:40:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2026\/08\/Blog-og-image@2x-1.png\" \/>\n<meta name=\"author\" content=\"Maria Munizaga\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Explore 5 subscription trends to A\/B test, driving conversions and growth with expert insights from Daydot&#039;s Director of Optimization, Kit Heighway.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2026\/08\/Blog-og-image@2x-1.png\" \/>\n<meta name=\"twitter:creator\" content=\"@Wingify\" \/>\n<meta name=\"twitter:site\" content=\"@Wingify\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Maria Munizaga\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/5-subscription-trends-to-ab-test\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/5-subscription-trends-to-ab-test\\\/\"},\"author\":{\"name\":\"Maria Munizaga\",\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/#\\\/schema\\\/person\\\/c82c63da6c5f5ef1db9f0563830f1c36\"},\"headline\":\"Ideas Worth Keeping: The Top 5 Subscription Trends to A\\\/B Test\",\"datePublished\":\"2024-09-24T13:13:50+00:00\",\"dateModified\":\"2026-09-07T14:40:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/5-subscription-trends-to-ab-test\\\/\"},\"wordCount\":1112,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/5-subscription-trends-to-ab-test\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/static.wingify.com\\\/gcp\\\/uploads\\\/sites\\\/3\\\/2026\\\/09\\\/AB-Testing-8.png\",\"keywords\":[\"A\\\/B Testing\",\"E-commerce Optimization\"],\"articleSection\":[\"A\\\/B Testing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/wingify.com\\\/blog\\\/5-subscription-trends-to-ab-test\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/5-subscription-trends-to-ab-test\\\/\",\"url\":\"https:\\\/\\\/wingify.com\\\/blog\\\/5-subscription-trends-to-ab-test\\\/\",\"name\":\"Ideas Worth Keeping: The Top 5 Subscription Trends to A\\\/B Test - 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