[ ANONYMISED · NDA — PDP / SUBSCRIPTION PORTAL / CHECKOUT ]
Wellness Brand ran a £640k/yr wellness subscription business on a generic Shopify theme with Recharge bolted on. Mobile conversion was 0.4% — well below desktop's 1.8%, and well below the wellness category benchmark of 2.1%.
The subscription portal was the worst offender. 31% of cancellations happened within the first 30 days because customers couldn't skip a delivery on mobile without a 6-tap journey.
Brief: rebuild the subscription portal, redesign the PDP mobile-first, and prove the mobile CR gap was a UX problem — not a "people just convert better on desktop" problem.
Sticky ATC, swipe gallery, inline reviews, structured ingredients table. Tested at 360px first; desktop adapted from there.
Custom React app embedded in the customer portal. Skip / pause / swap in 1 tap. Direct integration with Recharge API.
Pre-cancellation save flows. Refill reminders 7 days before charge. Win-back sequences for cancelled customers.
Heatmap analysis, A/B tests on hero, ATC button, subscription pricing display. Six tests, four winners.
Phased rollout to 50% then 100% over 7 days. Daily dashboard tracking mobile CR, cancellation rate, refill engagement.
"Mobile was a black box for us. We thought it was just how the world was — desktop converts, mobile doesn't. Turns out it was just our mobile UX. Subscription cancellations dropped 41% in the first month."
Most stores blame the user. The data says it's the experience. Send your store URL — we'll come back with a mobile-first audit and a fixed quote.
