34 extra words = 39% more subscriptions

The control was benefit copy. The variation was objection copy. Subscriptions have a specific set of fears built into them: “What if I get locked in? What if I end up drowning in product? What if the deal expires?” The control assumed people already wanted to subscribe and just needed to see the benefits. The variation correctly assumed the opposite — that people were interested but hesitating, and the job of the copy was to remove those hesitations one by one.

Each bullet in the variation is precision-targeted at a real anxiety. “Cancel anytime (with a click of a button)” — the parenthetical is the key detail. Anyone can say “cancel anytime,” but specifying the mechanism (“a click of a button”) signals that it’s genuinely easy, not buried in a support flow. “Easy to skip deliveries” tackles over-ordering anxiety specifically — a fear unique to consumable products where you might still have last month’s stock.

“Get only what you need, exactly when you need it” flips the subscription frame entirely: instead of feeling like you’re committing to the brand’s schedule, you’re in charge of your own. And “15% ongoing” quietly kills the suspicion that the discount is a hook — the word “ongoing” signals permanence.

The visual change to the “Deliver every” label — turning it into a dark badge — also reinforces authority and commitment in the variation, making the delivery frequency feel like a confirmed, solid choice rather than an editable afterthought.

The result is that the variation is doing more persuasive work with fewer assumptions about the reader, leading to a 39% increase in new subscriptions.

In summary:

• The control told people what they’d get.
• The variation told people what they wouldn’t have to worry about.

Every bullet pre-empts a specific fear about subscriptions:

• Commitment anxiety → “cancel anytime”
• Over-ordering anxiety → “easy to skip”
• Loss of control → “exactly when you need it”
• Temporary deal anxiety → “15% ongoing”