Case studyConsumer streaming subscription
A CRO Program That Consistently Beats Benchmarks
The business needed a materially higher website conversion rate to keep scaling paid marketing at a sustainable LTV:CAC.
- Product
- Consumer streaming subscription
- Model
- Annual subscription at $180/yr
- Timeframe
- Ongoing, quarterly cadence
Results
+26%
Avg. CVR lift per quarter, net of winner's curse
~$30MM
Incremental revenue per quarter
What we did
- Deep-dive purchase-journey user research and hypothesis generation
- High-velocity website A/B testing
- Pricing-structure testing and price-point optimization
Thorough user research (on-site polling, interviews, session recordings and heatmaps, co-creation sessions) surfaced the real purchase motivators and the blockers holding buyers back. Paired with a high-velocity testing philosophy and the tooling to support it, the program produced best-in-class results quarter after quarter, lifting the revenue trajectory enough to keep scaling spend.
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