CRO Audit · A/B Testing · DTC Subscription

Subscription & Purchase Growth via A/B Testing

A 2-year experimentation program helped Her Fantasy Box grow subscriptions and revenue. Conversion Works launched 63 tests, found 42 winners, and improved PDP, cart, and collection-page conversion moments.

What changed

The program focused on the moments where subscription brands usually leak revenue: mobile PDP proof, cart subscription selection, collection-page guidance, offer clarity, and shopper confidence before checkout. Each test started with a clear hypothesis, primary KPI, guardrails, split plan, and confidence threshold so the team knew whether to ship, iterate, or discard the variant.

• +26.41% PDP mobile conversion lift from social proof above the product gallery.
• +15.43% cart subscription lift from a clearer subscription toggle.
• +27.56% collection subscription lift from a redesigned top fold.
• $50M+ in online sales reached during the broader program.

The work included discovery, a 91-page CRO audit, test planning, design, implementation support, measurement, and iteration. The page documents the client context, challenge, discovery process, individual test logic, implementation details, results, and the testimonial from the engagement.

For shoppers, the most important changes made proof easier to see, subscription value easier to understand, and the path from interest to purchase easier to complete on mobile.

Explore Conversion Works or read the Annabella case study.