Subscription selected by default, with the benefits explained
What they do
On the results page, "Monthly delivery" is pre-selected with a "Save 20%" badge (£60.50 crossed through to £48.40 for the pair). It opens out into "How subscriptions work": free UK delivery every 30 days, change or cancel anytime, refillable glass jar and recyclable refills, and two free 30-minute consultations a year. "One-time purchase" sits collapsed underneath at £60.50. Click it and it offers a 1-month supply at £60.50 or a 3-month supply, "Save 10%", at £163.35, with three reasons: fewer deliveries, free delivery (saving £3.95), and "feel the benefit from 90 days consistent use". Customers who entered their email in the quiz see the subscription at 50% off instead. When this was recaptured on 24 Sep 2026 a site-wide 50% code (HABIT50) was running for everyone, so the screenshot shows the pair at £30.01 rather than the usual 20% saving.
Why it works
A 30-day supply maps neatly onto a monthly delivery, so the default matches how the product is actually used. The four lines under it answer the fears that stop people subscribing (being locked in, packaging waste) and add a benefit that only subscribers get. Even the customer who opts out isn't left at the lowest commitment: the one-time path still upsells to three months, with a reason that sounds like advice rather than a discount. The two consultations a year are the clever part, because they give a subscriber a reason to talk to the team every six months.
Makes sense when
Any consumable with a natural refill cycle: supplements, coffee, pet food, skincare, razors. The default only works if it's clearly labelled and cancelling is as easy as the copy says; a pre-selected subscription that's hard to leave turns into complaints and chargebacks.
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