Case study · Supplements

A UK supplements business

A subscription option that existed, but that almost nobody chose at their first order. We worked on the offer, the rewards and the way subscription is presented, and new customers became 2.9 times as likely to start on a subscription order. The brand's name is withheld; the numbers are verified client data.

2.9x share of new customers whose first order is a subscription order
2.6x subscription orders’ share of revenue, latest 90 days vs the 90 days before we started
2.4x share of new customers placing a subscription order within 90 days
  • Klaviyo · Shopify
  • UK · Supplements
  • Name withheld

01 · Where they started

A subscription option almost nobody chose

This UK supplements business sells the products people take every day: protein, vitamins and the staples a regular customer runs out of every month or two. A subscription option had gone live several months before we arrived. On paper it was the obvious fit for a replenishment product.

In practice it had not yet had dedicated attention. The offer was light, and there was little in place to keep a subscriber once they had joined.

02 · What we found

Why first-time buyers skipped it

We audited the subscription at the start of the engagement. Three findings explained why first-time buyers passed it by.

  1. The subscription offered too little

    A small saving and nothing else gave a new customer little reason to commit before they had tried the product.

  2. The first order pulled the other way

    The welcome discount did not apply to subscriptions, so a first-time buyer was rewarded for buying one-off.

  3. Subscription was hard to find

    There was no page explaining what a subscriber gets, and the basket and checkout said nothing about it.

03 · What we built

Making subscription worth choosing

  • A plan worth staying on. We designed a new rewards plan for subscribers and the flows around it: onboarding, pause and cancellation. Their team made subscribe and save the default option on the product page.

  • Rewards that build over time. The rewards plan was rebuilt for larger subscriptions and set up in the subscription platform with its own team. A dedicated subscription page went live, briefed by us and built by the brand.

  • Subscription in front of every buyer. Dedicated subscription campaigns by email and SMS, a payday offer built around subscribing, and, on our recommendation, a subscription prompt in the basket drawer, built by the brand.

04 · The numbers

What it added up to

  • 2.9x share of new customers whose first order is a subscription order (+188%), customers acquired since we started vs those acquired after the option launched but before we started
  • 2.6x subscription orders’ share of revenue (+163%), latest 90 days vs the 90 days before we started
  • 2.4x share of new customers placing a subscription order within 90 days of their first order, same customer groups

Want numbers like these?

It starts with a conversation about your brand.

Book an intro call →