Nulastin CRO Case Study

Increasing Subscriber LTV Through Segmented CRO on Shopify

Nulastin CRO Case Study

Platforms and Integrations:

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Shopify Rebuy Shoplift Recharge
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For subscription-based ecommerce brands, sustainable growth is driven by customer lifetime value (LTV) — not just first-purchase conversion.

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Challenge:

This case study outlines how we partnered with Nulastin, a subscription-focused Shopify brand, to increase active subscribers, improve retention behavior, and grow long-term revenue through a structured conversion rate optimization (CRO) program.

Rather than optimizing for short-term metrics alone, our approach focused on improving subscriber quality and lifetime value, using metrics such as Revenue per Visitor (RPV) and first-time subscription conversion as leading indicators of long-term impact.

  • UIUX Design & Strategy
  • Conversion Rate Optimization
  • Rebuy Slideout Cart
  • Product Page Improvement
  • Performance Optimization
  • Affiliate Software Integration
  • Post Purchase Experience
  • Bazaarvoice Reviews Migration
Nulastin

Executive summary

Primary business objective
Increase customer lifetime value (LTV)
Core focus
Grow the number of active subscribers
Improve subscriber retention and repeat behavior
Total experiments executed
6 controlled CRO experiments
Supporting metrics
Revenue per Visitor (RPV)
Conversion Rate (CR)
First-time Subscription Conversion

Business impact

Following the rollout of the first subscription-focused CRO experiment:

+16.5% increase in total active subscribers
Improved churn rate across the subscriber base
+2.5% increase in average number of orders per subscriber
These results demonstrate sustained improvements to subscriber quality and long-term value, not just short-term conversion lift.

Optimization framework

Each experiment was designed and evaluated through an LTV-first lens.

Primary business objective
Improve lifetime value (LTV) and subscriber health
Leading indicators
Revenue per Visitor (RPV)
First-time subscription conversion
Supporting metrics
Conversion Rate (CR)
Add-to-Cart Rate (ATC)
Performance was evaluated across:
Device: Mobile vs Desktop
Visitor intent: New vs Returning

Optimizations were deployed selectively, only when data supported a positive long-term impact.

Experiment breakdown

Test 1

Quick View on Product Listing Pages (PLP)

Objective:
Improve product discovery in a way that increases downstream conversion and supports higher customer lifetime value.
Hypothesis:
Reducing friction between browsing and product evaluation would improve engagement and increase the likelihood of subscription adoption.
Results (Leading Indicators):
+8.3% increase in Revenue per Visitor
Consistent performance across devices and visitor types
No negative signals on subscription behavior
Decision:
Rolled out globally
Test 2

Accelerated Payments on Product Detail Pages (PDP)

Objective:
Improve conversion for high-intent users without harming subscription adoption or long-term value.
Hypothesis:
Surfacing accelerated payment methods earlier in the funnel would benefit returning users closer to purchase intent.
Results:
Overall impact was negative Returning mobile users showed strong upside:
  • +31.4% Conversion Rate
  • +37.3% Revenue per Visitor
  • Strong lift in first-time subscription conversion
Decision:
Selective rollout
returning mobile users only
Test 3

Subscription Upsell Modal on PDP

Objective:
Increase first-time subscription adoption to improve downstream lifetime value.
Hypothesis:
Presenting a clear subscription incentive at the right moment would increase subscription uptake without introducing funnel friction.
Results:
Mixed impact on short-term revenue metrics
Meaningful lift in first-time subscription conversion
No negative impact on churn indicators
Decision:
Rolled out due to strong LTV signal
Test 4

PDP Experience Variant (Loss)

Objective:
Improve conversion through PDP layout adjustments.
Results:
Negative impact on leading indicators
No segment demonstrated potential LTV upside
Decision:
Not rolled out
Test 5

Accelerated Payments in Quick View (PLP)

Objective:
Reduce friction for returning users earlier in the shopping journey.
Results:
Neutral overall impact
Returning visitors showed improved subscription and RPV signals
Decision:
Partial rollout
returning users only
Test 6

Reviews Placement Below Product Title

Objective:
Increase trust signals to support conversion and long-term customer value.
Results:
Mixed performance by device
Desktop users showed positive leading indicators
Decision:
Partial rollout
desktop only

Key learnings

LTV-driven CRO requires segment-level decision-making.

Returning users are the strongest driver of long-term value.

Leading indicators (RPV, subscription conversion) must be evaluated in context.

Selective rollouts protect both revenue and customer experience.

Stopping underperforming tests is a critical part of sustainable optimization.

Final takeaway

For subscription businesses like Nulastin, CRO is not about optimizing a single metric. It’s about designing experiences that increase customer lifetime value — and using metrics like Revenue per Visitor as early signals, not end goals. This segmented, LTV-first CRO approach delivered sustainable subscriber growth while minimizing risk across the funnel.

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