How Strategic CRO Helped Nulastin Increase Subscriber Lifetime Value

Subscription brands don’t win by chasing one-time conversions. They win by building long-term customer relationships. That was the core focus behind Absolute Web’s CRO engagement with Nulastin, a science-backed skincare brand known for its elastin-replenishing products.

Instead of optimizing for surface-level metrics, the strategy centered on what actually drives sustainable ecommerce growth: subscriber health and lifetime value.

The Challenge

Nulastin was generating subscriptions, but there was clear opportunity to improve retention, engagement, and long-term revenue per customer. The goal was not just to lift conversion rate, but to increase:

• Revenue per Visitor
• First-time subscription conversion
• Active subscriber growth
• Orders per subscriber
• Churn reduction

This required a structured, data-driven CRO program rooted in measurable business impact.

An LTV-First Optimization Framework

Absolute Web launched a controlled testing roadmap designed specifically around subscription performance. Six experiments were deployed across the funnel, each built on a clear hypothesis focused on reducing friction, improving clarity, and reinforcing subscription value.

Importantly, every test was segmented by device and user type to ensure decisions were based on meaningful performance differences rather than blended averages.

Key Experiments and Results

Quick View on PLP
Introducing a streamlined quick-view experience reduced friction between browsing and evaluation. The result: an 8.3% lift in Revenue per Visitor, leading to a full rollout.

Accelerated Payments on PDP
While not universally impactful, this feature drove a 31.4% increase in conversion and 37.3% lift in RPV for returning mobile users. A selective rollout ensured performance gains without unnecessary risk.

Subscription Upsell Modal
Strategically reinforcing subscription benefits at the product page level increased first-time subscription conversions without negatively impacting churn. This was a major win for long-term value creation.

Additional experiments focused on checkout enhancements, review placement, and friction reduction deeper in the funnel. Not every test was a winner, but each provided insights that refined the roadmap and strengthened long-term strategy.

The Measurable Impact

The optimization program delivered meaningful, sustainable growth:

• 16.5% increase in total active subscribers
• Improved churn rate
• 2.5% increase in average orders per subscriber

These gains demonstrate what happens when CRO is aligned with business fundamentals instead of vanity metrics. Read more about this case study here.

The Bigger Takeaway

For subscription brands, optimizing for immediate conversion without protecting long-term value is a dangerous game. Real growth comes from testing with intention, measuring the right KPIs, and scaling only what supports lifetime value.

That’s exactly what happened with Nulastin.

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If you’re looking to increase conversion rates while strengthening subscriber retention and long-term revenue, Absolute Web can help. Our team builds structured, data-driven CRO programs designed to move real business metrics, not just surface-level numbers.

Let’s turn your traffic into long-term growth.
Connect with Absolute Web and start building a smarter optimization roadmap.