12% Increase in Subscription Retention

Improving the Cart Experience

One of the biggest opportunities we identified was in the cart experience. Many customers were hesitant to subscribe, often choosing a one-time purchase instead. To address this, we:

• Redesigned the cart to allow customers to switch from a one-time purchase to a subscription directly in the cart.
• Highlighted the cost savings and benefits of subscribing upfront.
• Ensured that pricing differences were displayed clearly, reinforcing the value proposition.

By making the subscription option more accessible at the decision-making stage, we encouraged more customers to opt in.

Optimising the Product Detail Page (PDP)

The product detail page (PDP) is where most customers evaluate their purchase, making it crucial for conversion rate optimisation. Our PDP improvements included:

• Redesigning the “Add to Cart” section to prioritise subscription benefits.
• Enhancing the frequency selector, making it more intuitive and accessible for users. 
• Refining messaging, we changed the term “Subscription” to “Autoship,” which resonated better with customers and reinforced the convenience aspect.
• Displaying subscription savings to eliminate any confusion and make the value proposition clear.

Enhancing Subscription Management in Customer Accounts

Once customers subscribed, we want to ensure they have a seamless experience managing their subscriptions, which should ultimately reduce cancellations. We:

• Implemented a more user-friendly customer account area that allowed subscribers to easily manage their plans.
• Introduced the ability to pause or swap products instead of forcing customers to cancel their subscriptions.

This approach gives customers more control over their subscriptions, making them more likely to stay engaged long-term.