CRO For web Landing page
Converting Buyers to Subscribers
Provides 1 key CTA that leads to the user to the subscriber pipeline
How it Works Section
This section emphasizes earning Sweet Mile Rewards. The goal is to build trust and show subscriptions as a rewarding, repeatable experience.
What was the goal?
Sweet Haven, a popular bakery store, has built strong loyalty, with many customers returning, but misses the opportunity to upsell and capitalize.
They wanted to launch a subscription program that converts 50% of their returning customers into subscribers. By creating a loyalty program I would be able to gamify the user experience and hit the target of turning buyers into committed subscribers.
This project was designed to highlight the value of the Baker’s Choice Bundle along with other bundle subscription offerings a create a seamless path to subscription sign-ups.
In my research, I found that users often hesitate with subscriptions because they feel like it's an emotional commitment. To build trust, I looked deeper into user habits and discovered that loyalty programs increase repeat purchases by 80%, and that subscriptions tied to rewards churn 18% less. This insight highlighted an opportunity to reframe subscriptions as a rewarding relationship rather than a risk, encouraging long-term engagement.
To strengthen customer commitment, I focused on two pillars: subscription bundles and the Sweet Mile Rewards program. Subscriptions cater to the most committed users, enhanced with perks like free shipping and VIP access. For more hesitant, casual customers, Sweet Mile Rewards offers lets users earn points, unlock gifts, and enjoy surprise benefits. Together, these twin engines create a balance: rewarding casual users while guiding them toward long-term subscription.
Covert
Convert Returning Buyers into Subscribers
Testing the Hot Spot Formula
After mapping out the the plan, I focused on each section of the landing page and created hot spots that would target each step in our convert, retain, and re-engage strategy
Each home page section was designed with a goal for converting and engage the two types of users.
Hero Section
A/B Test HotSpot
The hero focuses on the CTA button (“Click My First Box”) and hero product imagery.
Strategy: Position this as the entry point for first-time buyers
Outcome: Led to a 22% lift in first-time conversions compared to the standard subscription wording.
The “How It Works” section emphasizes earning Sweet Rewards vs. enjoying surprise treats.
Strategy: Highlight ongoing value to build trust and encourage loyalty through repeat engagement.
Outcome: Increased repeat purchases by 12% compared to emphasizing surprise treats alone.
The mid-page callout features a secondary CTA (“Start Earning Rewards”) and reward icons.
Strategy: Capture casual visitors who scroll past the hero with a lower-commitment, gamified path.
Outcome: Adding the secondary CTA improved mid-scroll click-through rates by 15%, with casual users 1.5x more likely to return for a second visit.
Homepage Pathway for Committed vs. Casual Buyers
This flow illustrates how Sweet Haven’s homepage adapts to two key customer types:
Committed Buyers who are ready to subscribe immediately, guided through the “Claim My First Box” pathway into the Baker’s Bundle.
Casual Buyers who begin with one-time purchases and are nudged toward upgrading with upsell modals, rewards, and savings prompts.
A third path accounts for exit-intent or idle behavior, using triggered popups and retargeting logic to re-engage hesitant users. Together, these pathways create a strategy that balances direct conversion opportunities with long-term loyalty building.
What did I learn?
Designing for Different Tastes
I learned that users don’t just buy baked goods — they buy into their identity as cookie lovers, brownie enthusiasts, or donut fans. By tailoring bundles to each persona, the offerings felt more personal and compelling. Instead of one-size-fits-all packaging, each subscription was framed around a specific craving, giving users a reason to see themselves in the product.
I also learned that subscription decisions often hinge on perceived value beyond the product itself. Highlighting the Baker’s Choice Bundle as the “Best Deal” made it the clear hero option, but it needed more than just variety to stand out. Adding VIP perks, free shipping, bonus points, and surprise gifts gave customers stronger reasons to commit.
