Client & Context

Her Fantasy Box (HFB) is a fast‑growing DTC subscription brand in the intimacy and lifestyle space. Brand went from $0 → $50M+ in under three years working with me. With my services focused on UX and conversion experimentation. My engagement centered on subscription adoption, improved browsing → product → checkout flow, and higher overall revenue efficiency.

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Challenge & Goals

Challenges

• Many users discovered products but didn’t see/understand subscription value in the right places.
• PDPs lacked high‑visibility social proof on mobile, limiting early trust.
• Collection pages were not guiding users into the right product or subscription quickly.

Goals

• Lift subscription conversion without hurting one‑time purchase conversion.
• Increase overall conversion via earlier trust signals on PDP (esp. mobile).
• Improve collection‑level guidance and filtering to speed path to product.
• Maintain page performance and a clean, replicable testing cadence.

Discovery

• Heuristic review of the websites main pages (Homepage, PDP. Collection, Cart, etc.)
• Analytics + session review: identified where users stalled/abandoned.
• Competitive scan for design, language, tactics from subscription framing to gallery patterns, and userflow)
• Prioritized backlog using ICE (Impact, Confidence, Effort).

Solutions (Highlighted Tests)

Test 1 — Cart Drawer: Add Subscription Toggle (one‑time → subscribe)

Problem: Shoppers typically added one‑time products to cart; switching to a subscription required extra steps and low‑visibility messaging.

Hypothesis: A clear subscription toggle inside the cart drawer will surface savings and make switching frictionless, increasing subscription conversion.

Primary KPI: Subscription conversion rate.

Goal: Increase the share of orders placed as subscriptions.

Guardrails: Overall conversion rate, cart abandon, page performance.

Split: 50/50; ~17,231 visitors (control) vs ~17,194 (variant).

Result: +15.43% subscription conversion; 99.58% confidence → Win.

Notes: Kept users in‑flow; messaging emphasized savings and flexibility.

Test 2 — PDP (Mobile): Add Testimonial Video Bubbles Above Image Gallery

Problem: On mobile, users reached the gallery before seeing credible human proof, leading to hesitation.

Hypothesis: Placing authentic video testimonials above the gallery will build trust faster and lift conversion.

Primary KPI: Overall conversion rate.

Goal: Increase mobile conversion by reducing early hesitation.

Guardrails: Scroll engagement, performance, bounce.

Split: 50/50; ~14,834 visitors (control) vs ~14,929 (variant).

Result: +26.41% conversion; 99.73% confidence → Win.

Notes: Created a stronger emotional connection before product details.

Test 3 — Collection Page: Redesign the Top Fold (quiz + subs toggle + filters)

Problem: The collection top fold didn’t clearly guide users or communicate subscription savings. Client was sending traffic directly to this page.

Hypothesis: A more informative, interactive top fold (value callouts, quiz/product finder, subscription pricing toggle, stronger filters) will improve engagement and subscription adoption.

Primary KPI: Subscription conversion rate (collection visitors).

Goal: Increase subscription selection while improving browse efficiency.

Guardrails: Overall CVR, exit rate, performance.

Split: 50/50; ~6,987 visitors (control) vs ~7,096 (variant).

Result: +27.56% subscription conversion; 97.28% confidence → Win.

Notes: Highlighted value, simplified discovery, and reduced pogo‑sticking.

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Build (Implementation & Dev)

Platform: Shopify. Experiments: Convert.com

Measurement: subscription conversion, overall conversion, engagement; protection via performance and abandon checks.

QA: responsiveness, accessibility, error handling.