As part of a wider set of subscription optimisation tasks, one of our goals was to use persuasive copy on the product page to encourage more visitors to subscribe. During this process, we identified an opportunity to better align the subscription messaging with the brand’s tone of voice. The original copy was generic — “Save 10% on every order” — and we hypothesised that reframing this in a more engaging, brand-relevant way would improve both subscription and conversion rates. We updated the messaging to “Add more crunch with less cost” and ran an A/B test to measure its impact.