Goat Milk Stuff is a well-established brand known for high-quality goat milk products, with a loyal customer base that values natural and sustainable ingredients. While their subscription model was already in place, there was a significant opportunity to enhance its functionality and overall customer experience to drive long-term revenue and customer retention.
The Problem
Goat Milk Stuff wanted to improve subscription performance, relying on traditional discount incentives. Instead of offering lower prices to encourage sign-ups, the focus was on enhancing the perceived value of subscriptions through a better user experience, clearer communication, and an easier purchase process.
Through our analysis, we identified key areas that needed improvement:
- The add-to-cart section lacked clarity on subscription benefits, making it harder for customers to commit.
- Social proof and trust signals were not prominently displayed to reinforce the value of subscribing.
- The cart experience didn’t effectively encourage customers to switch from a one-time purchase to a subscription.
- Subscription information was sparse, leaving customers without a clear understanding of why they should subscribe.
To address these challenges, we implemented targeted optimisations to improve both conversion rates and long-term retention.
What We Did To Help
Redesigning the Add-to-Cart on PDP
When users land on the product detail page (PDP), they begin the crucial part of the purchase decision, so making the subscription option as compelling as possible was vital. We optimised this section by:
- Making the subscription option more user-friendly, with a clear design that distinguishes it from one-time purchases.
- Adding a satisfaction guarantee below the add-to-cart button to reinforce trust and reduce hesitation.
- Enhancing the frequency selector, making it easier for customers to customise their subscriptions to fit their needs.
Strengthening Social Proof and Trust Signals
To instil confidence in subscriptions, we leveraged social proof and trust messaging by:
- Increasing the visibility of customer reviews and testimonials near the subscription selection area.
- Displaying success stories from existing subscribers, showing real experiences and benefits.
- Reassuring customers about product quality and subscription flexibility, clarifying that subscribing was a risk-free decision.
Optimising the Cart Experience to Encourage Subscription Upsells
A key opportunity was in the cart itself. Many customers initially chose a one-time purchase but might consider a subscription if given the right nudge. We optimised this experience by:
- Allowing customers to switch from a one-time purchase to a subscription with just one click in the cart.
- Highlighting subscription benefits at checkout, which reinforced savings, convenience, and flexibility.
- Adding subtle but effective messaging about subscription perks throughout the customer journey, ensuring consistent exposure to the idea.
These changes made the subscription option more appealing without relying on discounts, encouraging customers to subscribe based on value alone.
The Results
We tracked performance over one month and saw a clear shift in customer behaviour - even without using discounts. More customers chose to subscribe, they spent more when they did, and overall subscription revenue grew significantly. These results show how a more thoughtful and intuitive subscription experience can drive serious growth without relying on financial incentives.
-
19.7%
increase in Gross Subscription Revenue -
5.5%
increase in Active Subscription -
33%
increase in Average Charge Value at Checkout
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