Hydroh Care upsell

Before

After

Hypothesis

Adding the Hydroh Care subscription kit as a selectable upsell option on the Hydrogen Water Bottle PDP will increase AOV and subscription adoption rate without hurting bottle conversion, because customers purchasing bottles have immediate need for maintenance supplies and the $0 today starter offer removes purchase friction while the subscription provides ongoing value and convenience.

What we learned

What we tested: Added a Hydroh Care subscription upsell widget on the Hydrogen Water Bottle product page. The upsell offered a "$0 Today" starter kit (10 cleaning tablets, 2 cleaning brushes, cleaning guide) with ongoing $19.99/month tablet refills every 60 days. The offer was pre-checked by default, with a custom Add to Cart button that bundled the bottle purchase with the Hydroh Care subscription. What happened: The Hydroh Care upsell severely hurt overall conversion rate while dramatically increasing subscription adoption among those who did convert. - Conversion rate: Control 3.85% vs Variation 3.18% (17% drop for the variation) - Revenue per visitor: Control $3.99 vs Variation $3.42 (14% drop for the variation) - Average order value: Control $103.55 vs Variation $107.58 (+4% lift for the variation) Statistical confidence: Control has a 100% chance of being better on conversion rate and 95% on revenue per visitor. This is an extremely strong, definitive result. Subscription data (critical finding): The upsell widget completely transformed the subscription mix, but at a major cost to overall conversions. - Subscription percentage of orders: Control 7.7% (39 sub orders out of 507) vs Variation 75.3% (314 sub orders out of 417). The variation drove a massive increase in subscription adoption. - Subscription revenue per visitor: Control $0.27 vs Variation $2.58, a nearly 10x increase. 100% confidence the Variation is better. - Subscription orders per visitor: Control 0.003 vs Variation 0.024, an 8x increase. 100% confidence the Variation is better. - Subscription average order value: Control $89.49 vs Variation $107.72 (+20% lift). 88% confidence the Variation is better. - However, total orders dropped from 507 to 417 (17% fewer orders), meaning the net effect was negative on total revenue despite much higher subscription rates. - Add-to-cart rate also dropped significantly: Control 10.3% vs Variation 8.2% (20% drop, 100% confidence Control is better). The pre-checked subscription checkbox and custom button appear to have created friction at the add-to-cart step. Device breakdown: - Mobile (93% of traffic): Control won decisively. Conversion rate Control 3.82% vs Variation 3.01% (21% drop). Revenue per visitor Control $3.98 vs Variation $3.21 (19% drop). 100% confidence on conversion rate, 98% on revenue per visitor. The upsell widget hurt mobile users the most. - Desktop (7% of traffic): Variation actually won on desktop. Conversion rate Control 4.22% vs Variation 5.32% (+26% lift). Revenue per visitor Control $4.14 vs Variation $6.08 (+47% lift). 87% confidence on conversion rate, 90% on revenue per visitor. This is a notable reversal, the upsell worked well on desktop where users have more screen space to evaluate the offer. New vs returning visitors: - New visitors (71% of traffic): Control won strongly. Conversion rate Control 3.96% vs Variation 3.11% (21% drop). Revenue per visitor Control $4.16 vs Variation $3.37 (19% drop). 100% confidence on conversion rate, 97% on revenue per visitor. - Returning visitors (29% of traffic): Results were flat. Conversion rate Control 3.58% vs Variation 3.35% (6% drop), only 72% confidence. Revenue per visitor Control $3.56 vs Variation $3.54 (1% drop), 51% confidence. Returning visitors were less negatively affected, possibly because they already know the product and are less overwhelmed by additional options. Why it matters: This test reveals a classic conversion vs. subscription trade-off. The Hydroh Care upsell was incredibly effective at driving subscription sign-ups, lifting subscription rates from 7.7% to 75.3% of orders, but this came at a steep 17% cost in overall conversion rate. The pre-checked checkbox and custom button created significant friction, particularly on mobile where 93% of traffic lands. The most telling finding is the device split: the upsell worked beautifully on desktop (+26% CR, +47% RPV) but bombed on mobile (-21% CR, -19% RPV). This suggests the upsell concept has merit but the implementation needs to be rethought for mobile, possibly as a post-purchase or cart page offer rather than a pre-purchase PDP widget. The hypothesis that the upsell wouldn't hurt bottle conversion was disproven; the $0 today framing and pre-checked default likely made the purchase feel more complex and committal than a simple bottle purchase. Note: This test ran for approximately 6 days (March 5–11, 2026) with ~26,300 total visitors and ~924 orders, providing a strong sample size. The 100% confidence on conversion rate makes this an extremely reliable result.