Growth in recurring subscription revenue (6 months)
Increase in subscription revenue share
Increase in subscription AOV
YEAR / 2025
DadGrass
Subscriptions
Shopify Development
UX/UI
Conversion Rate Optimisation (CRO)
E-Commerce
Dad Grass engaged Baseline to diagnose and unlock growth within their subscription program. While subscriptions were already the most profitable customer segment, performance data showed clear gaps across conversion, retention, and lifecycle optimisation.
Baseline delivered a full Subscription Performance Audit - covering offer modelling, PDP and landing page CRO, cart and checkout optimisation, and lifecycle strategy - before implementing the highest-impact on-site and structural changes.
The result was a stronger, more visible subscription experience that drove meaningful gains in recurring revenue and long-term customer value.
The Challenge
Subscriptions at Dad Grass had strong fundamentals but were under-leveraged across the customer journey. Key challenges included:
Subscription value hidden across PDPs, cart, and checkout
A discount-led offer with sharp drop-offs driving early churn
Subscriptions contributing a relatively small share of total revenue despite outsized profitability
No clear subscription “story” or lifecycle outside of price incentives
The goal was to increase subscription adoption and retention without eroding margin or brand experience.
What We Did
1. Subscription Performance Audit
Audited subscription metrics across churn, retention, LTV, and cohort behaviour
Identified where value was leaking across PDPs, landing pages, and checkout
Benchmarked performance against leading DTC subscription brands
2. Offer Modelling & Strategy
Modelled multiple subscription discount scenarios to balance acquisition, retention, and margin
Identified churn spikes and value gaps within the existing discount structure
Recommended a revised subscription model designed to smooth early drop-off and reward loyalty
3. PDP & Landing Page CRO
Redesigned subscription presentation across PDPs to surface value upfront
Introduced subscription value blocks, savings callouts, and benefit-led messaging
Rebuilt the subscription page as a true landing page, not a passive collection
4. Cart & Checkout Optimisation
Improved subscription visibility and savings confirmation within cart and checkout
Optimised default frequencies to reduce early churn risk
Introduced smarter upsell and upgrade logic to support AOV and subscription opt-in
5. Lifecycle & Retention Roadmap (Klaviyo)
Audited existing Klaviyo flows and identified critical subscription gaps
Designed a full subscription lifecycle framework covering onboarding, milestones, churn prevention, and winback
Delivered a step-by-step implementation roadmap for internal execution
Outcome
Following the audit and on-site implementation, Dad Grass saw strong improvements across key subscription metrics:
+7% increase in AOV for subscription orders
+62% growth in recurring subscription revenue within 6 months
+104% increase in subscription revenue contribution within 6 months
Subscriptions shifted from a secondary checkout option to a core revenue driver within the business.
Final Word
This project demonstrates the impact of treating subscriptions as a system - not a toggle. By combining deep performance analysis with practical on-site execution, Dad Grass unlocked meaningful recurring revenue growth without relying on heavier discounting.
The foundations are now in place for subscriptions to continue scaling as one of the brand’s most valuable growth levers.
