Platform partner blog

This guest blog was written by Kit Heighway, Director of Optimization, at Daydot,  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. 

Let’s imagine you are relaxing at home after a long day’s work, when the doorbell rings. You jump up, eager to see what’s waiting behind the door – a new clothing item, a cooking kit, or perhaps a treat for your pet? The excitement is real, and it’s all thanks to your recent subscription box sign-up. 

Subscription boxes have quickly become consumer’s favorite way to shop from brands they love. In fact, the global subscription box market is projected to exceed $75 billion by 2025.* With so many brands wanting to get in on the action, the key question is: how can you participate in a way that resonates with your audience? A/B testing subscription features is a great starting place. 

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. 

The subscription journeys reviewed: Abel and Cole, Bloom and Wild, Gin-box, Dear-bump, Bella & Duke, Perky Blenders, Butternut Box. 

5 Subscription Trends to Test

1. Combining expected USPs with what makes your business different 

In 2024 certain features have become standard expectations in the world of subscription services. Phrases like “Free delivery,” “Home delivery,” or “Cancel anytime” are no longer points of differentiation – they’re 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. 

Take Abel & Cole, for example. As the leader in organic products, they don’t settle for the dull “Free delivery to your door.” Instead, they integrate their brand personality into the message with “Get your ethical food delivery dropped to your door.” It’s a small tweak, but it adds a layer of authenticity and makes a difference in standing out.

Abel and Cole: “Get your ethical food delivery dropped to your door” 

Test ideas:

• Expected USP copy improvements

2. Cancelation reassurance throughout the user journey 

Subscription cancellation will happen but how you handle it can make or break the customer experience. A recent study shows that over 25% of consumers prioritize easy, penalty-free cancellations when choosing a service.* People value the assurance that they can leave without any hassle. 

The best brands excel in this area by offering clear, upfront reassurance about cancellation. From the product listing page, where they confidently state, “There’s no commitment – you can skip or cancel at any time,” to the basket page with a gentle reminder, “Delivered weekly, but you can cancel anytime.” Right before the final step, they reinforce the message: “Count on us for reliable weekly delivery, with the flexibility to skip, pause, or cancel anytime.” 

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.

Test ideas: 

• Homepage cancelation reassurance 
• Product listing/details cancelation reassurance 
• Basket cancelation reassurance 
• Checkout cancelation reassurance 
• Cancelation messaging tone formal vs friend

3. Showcasing how subscriptions could fit into users’ real lives 

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. 

How can you showcase that experience on a website without sending samples? 

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’s more than just a video—it’s a mini-experience that brings the product to life.

And Abel & Cole? They’re leading the way again, by adding recipe ideas and videos directly on the product page. It’s far more engaging than a simple image gallery, sparking users’ imaginations and making their experience more immersive.

Test ideas: 

• An unboxing or arrival video 
• A social media feed showing real users enjoying your subscription 
• Previews of activities you can do with the subscription (like recipe guides, or dog games) 

4. Remembering that users don’t just subscribe for themselves 

It’s easy to overlook that many users aren’t subscribing for their own needs – they’re often gifting a subscription to someone special. Whether it’s 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. 

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. 

Test ideas: 

• Gifting subscription journey 
• Business gifting journey 
• Personalization based on gift giving intent (supporting a friend, new home, starting uni, new parent etc) 

5. Not assuming that subscriptions will last forever 

Consumers want subscriptions to be as hassle-free as possible. Hidden or complicated cancellation processes can be a major turnoff. 

Surprisingly, more businesses aren’t testing fixed, limited-time prepaid subscriptions. Some customers don’t 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. 

Bloom & Wild are ahead of the curve here, letting customers pick between three, six, and twelve month subscriptions without any automatic renewal. 

Test ideas: 

• 3 month fixed term subscription 
• 6 month fixed term subscription 
• X time fixed term subscription (reflecting a particular life-stage your product may be purchased for)

Wrapping up 

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’t just copy and paste – Remember, about 80-90% of digital ideas flop because they weren’t tested first. That’s why Experimentation is essential before implementing. It allows you to identify what  clicks with your users and ensures that you invest in features that deliver results, rather than relying on assumptions.