What Was Holding Them Back
Rather than test one page at a time, we built a full theme and ran it against the live site — homepage, collections, navigation and the subscription offer as a single variant, judged on revenue per visitor.
Redesigned to close the sale earlier, selling the Daily & Night Duo on the page itself.
Restructured collection pages to move shoppers to a buying decision faster.
Rebuilt navigation so people reach the right product with less friction.
Reworked how the subscription is presented, lifting take-up 28%.
The new homepage does more of the persuading, so shoppers decide there rather than browsing first. More visitors reached checkout and fewer abandoned along the way, while the upgraded Subscribe & Save gave them a reason to commit — recurring revenue that compounds.
"The homepage does the selling now. More people are buying and more of them are subscribing, which is the part that keeps paying."
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