Some sites offer an automatic refill option for products that are regularly repurchased by the same customer when they run out (e.g. skincare products or coffee). If your site offers an auto-refill option, consider the following ideas to present the option in a way that’s not overwhelming and encourages engagement.
Experiment with which options you present on the product details page to see what resonates most with your buyers.
This can be the most impactful choice you can make when it comes to how you present auto-refill. Try running a variation where the automatic renewal option is preselected instead of the one-time purchase option. Have another variation with the one-time purchase preselected.
Try different preselected renewal times (e.g. every 2 months vs every 3 months).
Try different verbiage around what the option is called. Sometimes one phrase might make sense internally but not resonate quite as well with customers.
Some examples of renewal options might include:
Some examples of individual purchase options might include:
Keeping it simple is often the best approach to designing the page. One area where this can make a big difference is how you present auto-renewal options. You don’t want to overwhelm the customer while they’re trying to decide if they want to make a purchase.
If there is more context you want to convey to your customers, you consider placing it behind an info icon or a “learn more” link, where the info appears if the customer clicks or mouses over the object.
They present a simple option that just says “Free Shipping with Delivery Every: [3 months]” followed by an “?” Info icon.
When you click the icon, additional info pops up:
There are often multiple decisions a customer must make with automatic renewal:
The biggest decision is whether they want to enable auto-renewal or not. Consider hiding other options until they make that decision so as to not overwhelm them unnecessarily.
Amazon hides the additional options and much of the text until you select auto-renew.
Customers are more likely to take advantage of something if they gain some benefit from doing so. If you offer a discount, free shipping, or another promotion along with automatic renewals, make sure to prominently display these benefits.
The benefits are highlighted in a few ways:
If you’re offering the auto-refill option for a given product, the cart page is a good place to remind customers of this option. They might change their mind and turn this feature on at this point or want to adjust the frequency before they checkout.
The Auto Replenishment feature is listed, similarly to how it was on the product details page. When selected, the price for the item is visibly discounted and additional info is listed below the listing to indicate that when you click the checkout button, the subscription is enabled.
Start converting more leads today.