Itemise the free gifts and the recurring price in the checkout summary
Each free gift is listed with its value struck to FREE, a total-savings line sums them, and the recurring charge is spelled out under the total.
What it is
In the checkout order summary every free gift is its own line with a thumbnail, its value struck through and "FREE": a capsule shaker, a cash credit, free shipping and app access. A "Total savings" line adds them up, and under the total a recurring subtotal states the first payment and the price every 90 days after it.
Why it works
Checkout is where buyer's remorse starts, so restating the value there protects the order. Itemised gifts read as evidence rather than a promise, and stating exactly what the next charge will be and when removes the main subscription fear at the moment of payment.
How to test it
- Hypothesis
- Itemising free gifts with their values and stating the recurring charge in the checkout summary will lift checkout completion for subscription orders.
- Primary metric
- Checkout completion rate
- Guardrail metric
- First-renewal cancellation rate
Related ideas
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