You shouldn't have been downvoted here, but the mob has been angered! I'd encourage you to ignore the insults and consider carefully the other feedback - there are some good points made here by people coming to the pages for the first time.
Re your point above, What they could do which is very simple is to change the button text to 'Subscribe'. If you'd be reluctant to do that, ask yourself why that is? Why can't you tell the truth here with the button text?
Is it because it would put people off? If so you (I'll use you for the site) need to explain to them what they're getting and make them want it, not try to hide what they're getting and make it seem like they're buying when really they're subscribing.
Someone thinking "damn, that's a hot pair of boots for $40", should also be aware that it's not really for $40, it's for $40 each month for x months, with the promise of more boots to come. If they want that, you should be able to tell them that right beside the Buy button.
Personally I'd give them a choice of high price to buy or lower price to subscribe, as I think that succinctly sums up your value proposition to customers, AND makes it clear what you are selling (you are not selling just a pair of boots). In fact I've just seen below in an image someone linked that is exactly what you do on the German site:
If the German site is different because Germans have laws to protect consumers, it kinda give the scam away. All that regional sites could easily be the same, but there there are less or no laws, the scamming continues.
> I would not be surprised if German law forbids the buy-and-subscribe trick.
It doesn't, but it mandates actual costs to be displayed very clearly. This is relatively recent, though - probably as a result of the very successful Jamba/Jamster ringtone scam business that used exactly the same mechanism in the early 2000s.
The German site is definitely less misleading than the US site but I wouldn't say it's a nice example for how it should be done. I think the list in the VIP checkout column is missing information about the monthly charges (€39,95? - not sure that's what they are charging in Germany since, well, the site is unclear).
Re your point above, What they could do which is very simple is to change the button text to 'Subscribe'. If you'd be reluctant to do that, ask yourself why that is? Why can't you tell the truth here with the button text?
Is it because it would put people off? If so you (I'll use you for the site) need to explain to them what they're getting and make them want it, not try to hide what they're getting and make it seem like they're buying when really they're subscribing.
Someone thinking "damn, that's a hot pair of boots for $40", should also be aware that it's not really for $40, it's for $40 each month for x months, with the promise of more boots to come. If they want that, you should be able to tell them that right beside the Buy button.
Personally I'd give them a choice of high price to buy or lower price to subscribe, as I think that succinctly sums up your value proposition to customers, AND makes it clear what you are selling (you are not selling just a pair of boots). In fact I've just seen below in an image someone linked that is exactly what you do on the German site:
http://imgur.com/uIZ5JX3