We regularly have clients ask us how to improve their subscription rates because of how valuable subscribers are to all e-commerce businesses. The offer is the first thing you should evaluate — how much of a discount you are providing if someone subscribes. But if you have adjusted your offer (see our blog post on our favorite offers here), then the next big change you can make to improve subscription rates is updating your buy box. This is where CRO enters the chat.

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Here are some examples of Buy Box we love that highlight the Subscription offering well:

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Here are 3 steps you should take when creating your buy box: 

• Step 1: Offer a one-time purchase & subscription purchase option on the same landing page. This allows customers to understand the true value of the subscription and doesn't lose customers who will never subscribe. 
• Step 2: Default to having the subscription offering pre-selected.
• Step 3: Feature as many benefits as possible to why someone should subscribe (Another way to think about this: The pricing is so clear the customer would feel dumb not taking the subscription offer) 

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On a CPG brand, Structured updated their buy box to add in the benefits of subscribing and defaulted to Subscriptions. After these buy box changes were made subscriptions went up 170%!

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If you’d like to customize your buy box to drive more subscriptions, but don’t feel like you have the proper resources, we can provide a free CRO audit and come up with a CRO package that makes the most sense for you.

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