Our client is a leading sports nutrition brand that provides high-quality supplements to athletes and fitness enthusiasts. As a subscription-based business, their goal is to improve customer retention, increase recurring sales, and enhance the overall user experience for subscribers. Here’s how we did it.

The Problem

Performance Nutrition Brand had a solid foundation for subscriptions but saw opportunities to improve retention and customer lifetime value (CLV). After reviewing their subscription analytics, we identified several friction points:

  • Customers were dropping off before committing to a long-term subscription.
  • The checkout experience did not clearly emphasise the benefits of subscribing over a one-time purchase.
  • Managing subscriptions post-purchase was difficult for customers, leading to unnecessary cancellations.
  • The language used around subscriptions lacked clarity, potentially impacting conversions.

With these challenges in mind, we set out to optimise the customer journey, ensuring a seamless subscription experience from purchase to long-term engagement.

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What We Did To Help

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.

The Results

After implementing these changes, we conducted a month-long analysis to measure the impact. This ensured monitoring subscription sign-ups, subscription cancellations, and analysing reports from Recharge. We noted an increase in "Average Duration of an Active Subscription", meaning the average amount of time customers kept their subscriptions. We also noted an increase in recurring sales and "Average Charge Value at Checkout", meaning the total amount that customers spent on their subscription at checkout. Overall, customers were staying subscribed for longer, spending more at checkout, and coming back to buy again - all signs of stronger retention and a better customer experience.

  • 12%

    increase in Average Subscription Duration

  • 11%

    increase in Recurring Sales

  • 11%

    increase in Average Charge Value at Checkout
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Here’s what to expect:

  1. After you get in touch, one of the Blend Directors will reach out within 1 business day.
  2. We'll ask for more detail about your business to assess whether Blend is the right fit, and if not, we'll recommend someone who is.
  3. If it looks like we can help, you’ll be invited to a call to dig into the challenges you’re facing and the numbers behind them.
  4. From there, we’ll outline clear steps to help get things on track.