Interactive Autoship Planner and Live Savings Math for Higher Subscription Confidence

Hypothesis: Adding an interactive Autoship planner directly below the buy box — with a live cadence estimate and per-order savings shown in real dollars — will convert more of the shoppers who currently don't trust the recurring value or the delivery schedule.

Brand of the Week

Chewy runs a subscription program for pet supplies called Autoship. Kibble, treats, and litter arrive on schedule, at a discount — save on the first order, keep saving on every delivery after.

Which is exactly why what we found on the Autoship buy box stood out.

The challenge

We took a peek at Chewy's Autoship buy box, and two things caught our attention.

The first-order discount is dollar-quantified. The ongoing value isn't.

Chewy's Autoship buy box sells the first-order signup hard: "Save 35% up to $20 today."

But the ongoing per-order savings show up only as "-5%." Never as actual dollars. On this bag, that's $3.87 per delivery and about $50 per year in ongoing savings — visible nowhere on the page.

The delivery cadence is deferred to checkout, so shoppers commit before they see the schedule.

Rather than showing the shopper the schedule they're about to sign up for, the Autoship buy box defers frequency selection: "Select delivery frequency at Checkout."

VOC shows the consequence. Users cancel and re-create Autoship every order to farm the discount, or set the longest possible interval and order manually — to avoid surprise charges.

Net effect: the recurring value isn't believed, and the cadence isn't trusted.

So what would we A/B test?

Control: Chewy's current Autoship buy box — first-order discount as the hero signal, ongoing savings shown as a percentage only, delivery frequency deferred to checkout.

Variant (built in MidaGX): One interactive card, injected directly below the buy box.

Opens with a computed cadence estimate from the page's own data

"Rough estimate: this bag lasts a 36–50-lb dog about 8 weeks — adjust for yours."

A stepper (1–12 weeks) live-recomputes from the buy box's own prices

First-order saving ($20.00 today), per-delivery saving ($3.87), projected yearly savings at the chosen cadence, next delivery date.

Answers the surprise-order fear with Chewy's published terms

Reminder email before each order ships, change or cancel until the day before, linked to Autoship Terms.

Bag-size switch recomputes; card hides on "Buy once"

Bag-size switch recomputes the estimate and re-defaults the cadence. The card hides while "Buy once" is selected.

Our hypothesis

The buy box's current design creates two problems: the recurring value isn't believed, and the cadence isn't trusted.

Making both the ongoing dollar value and the specific delivery schedule visible at the buy box addresses both — before the shopper commits.

The CRO principle underneath

The data already exists on the product page — bag size, price, discount, published terms. The variant just puts it together in one interactive place, before the shopper commits.

Want to run a test like this on your own site? Get started with Mida for free — now available even if you don't have an account with Mida.