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Seafood subscription page design: put the price on every box

This seafood subscription sells hand-cut, frozen portions in three boxes. Step 1 of its builder, "Choose your box", showed each box as a photo, a name and a "Learn more" link, with no price, no portion count and no hint of which fish were inside. The FAQ even asked "Where can I see pricing?".

+11,7%subscriptions started
+15,2%step 1 → step 2
+8,4%average order value
Before
The original step 1: choose your box, with no prices, on a phone
The original page
After
The redesign: scroll it and tap the options. Open it full screen ↗
A/B test results against the original page
  1. +11,7%subscriptions startedBoth changes below together
  2. +15,2%step 1 → step 2Price, portions and fish on every card
  3. +8,4%average order valueA price-per-portion chart
The problem

Step 1 asked shoppers to choose without a price

Choosing a subscription box is a price decision: how much fish, of what kind, for how much. Step 1 showed three photos with names (Wild Seafood Favorites, Prime, Prime Plus), a sentence each and "Learn more". The prices were behind the links.

Before: box cards with a photo, a name and "Learn more"
Before: "Where can I see pricing?" in the FAQ
What a first-time buyer asksWhat the old page gave themStatus
What does a box cost?Behind "Learn more"Hidden
How much fish is in it?Not on the cardsMissing
Which fish can I get?Not on the cardsMissing
Which box is the best deal?Not shownMissing
When the FAQ has to answer "Where can I see pricing?", the price is in the wrong place.
What I changed

I put the price, the portions and the fish on every box card

Before
Before: photo, name, "Learn more"
After
After: who chooses, how many kinds, price, portions and price per portion

Each card now shows a collage of the fish in that box, who chooses (we choose for you, or you choose), how many kinds (17, 13 or 21), the price, the number of portions and the price per portion. Prime and Prime Plus have a 14 or 28 portion toggle. Prime Plus is marked most popular.

A bar under the cards confirms the choice ("Prime Plus · 14 portions · $164.95 · $11.78 a portion · 10% off your first box") and continues to step 2.

What's in each box: every fish, box by box

Conversion principleShow the price where the choice is made (price transparency). Shoppers don't move to step 2 of something they can't price.

A/B test result: +15,2% step 1 → step 2 from this change, tested against the original page

I added a chart of the price per portion across every box

A single 4 oz salmon portion bought on its own costs $14.95. The chart shows every box against it, from Wild Favorites at $12.08 a portion down to Prime with 28 portions at $9.28, with shipping included. The bigger box is visibly the better deal.

From $9.28 a portion, with shipping included

Conversion principleAnchor against the single-portion price (price anchoring + unit pricing).

A/B test result: +8,4% average order value from this change, tested against the original page

I answered delivery and quality questions on the same page

Below the chooser: what arrives (hand-cut 4–6 oz portions, sealed one by one, packed in dry ice), how delivery works, reviews about freshness and portions, questions, a closing call to action and a full footer.

What arrives: portions sealed one by one
What 35,000+ customers say

Conversion principleAnswer "will it arrive frozen?" before checkout (risk reduction).

On desktop
The original page on a laptopThe redesign on a laptopBeforeAfter↔
The first screen on a laptop. Drag to compare.
Why it worked

Why these changes worked

Step 1 asked shoppers to choose a box without a price. With the price, portions and fish on every card, 15,2% more moved to step 2.

The price-per-portion chart made the larger boxes the obvious deal, and average order value rose 8,4%. Together, subscriptions started rose 11,7%.

Let's talk

Let's find out why your visitors aren't buying.

Send me the page. On the call I'll tell you what I'd fix first, what it could move, and whether I'm the right person for it.

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