The challenge
Subscription sign-up required five steps and the frequency options were confusing. Many subscribers cancelled after their second box.
The solution
A conversion audit and 11 sequential A/B tests reshaped the journey. We collapsed sign-up into a single product page and added curated add-ons to each delivery.
- Plain-language frequency picker with delivery preview.
- Pause and skip options promoted ahead of cancel.
- GrowCart add-ons for brew gear and limited roasts.
The results
New subscriptions grew 48% month over month, early churn fell 27% and each box carried an extra $9 in add-ons on average.
Key takeaways
- Remove decisions before adding features.
- Retention options belong in the main flow, not the cancel page.
The audit pointed at problems we had stopped seeing. Every change was tested, so we knew exactly what moved the numbers.
