From Click to Customer: The Digital Strategy That Increased Subscribers by 50% in Just 2 Months

In today’s digital landscape, it’s no longer enough to simply drive traffic to your site. For FMCG and direct-to-consumer brands, the real growth happens when you turn visitors into loyal subscribers.

That’s exactly what we achieved for Top Dog Food & Supply, one of our client partners. In just 2 months, their subscription numbers grew by 50%—without increasing ad spend. How? By applying a focused, data-driven strategy built around ecommerce optimisation and user experience.

Let’s break it down.

Step 1: Identifying the Bottlenecks

Top Dog Food & Supply came to us with several issues holding them back:

• A clunky, multi-step checkout process
  
  
• Lack of subscription flexibility
  
  
• Delivery complaints from customers
  
  
• Low returning customer rate
  
  
• Weak product discoverability
  
  

These are common pain points for growing brands—but when left unchecked, they chip away at profitability and brand trust.

We began with a full digital audit to uncover conversion leaks and technical roadblocks.

Step 2: Rebuilding the Digital Foundation

We didn’t just make cosmetic tweaks—we rebuilt the experience from the ground up, focusing on speed, clarity, and customer-first design.

✅ Frictionless Checkout Experience

We streamlined the purchase process, reducing steps and distractions. We incorporated a Build-a-Box functionality, allowing customers to select multiple products and customise their subscriptions—perfect for pet owners with evolving needs.

We also introduced clear CTAs, mobile-friendly layouts, and rapid load speeds to make purchasing fast and intuitive. This alone helped reduce cart abandonment and increase conversion rates significantly.

✅ Subscription Made Simple

We implemented a subscription engine that empowered users to manage their orders independently. Customers could now pause, edit, skip, or cancel their subscriptions without having to call or email—resulting in fewer cancellations and happier customers.

✅ Smarter Product Presentation

We restructured the product pages with upsell prompts, relevant bundles, and personalised recommendations. This encouraged users to discover new products and increase their average basket size—all within the same visit.

Step 3: Activating Growth Levers

Once the digital experience was optimised, we focused on driving and retaining high-value traffic.

🚀 Email Marketing & CRM Automation

We launched personalised email flows based on customer behaviour, such as welcome series, replenishment reminders, and loyalty incentives. These emails didn’t just nudge people back—they deepened engagement and lifted repeat purchase rates.

🔎 Data-Driven SEO & Paid Ads

Instead of relying solely on social media, we built an organic and paid search strategy targeting high-intent keywords—bringing in customers who were actively looking to buy.

🔁 Retention & Loyalty Framework

We designed a loyalty programme that rewarded recurring purchases and referrals, giving customers more reasons to stay subscribed and recommend the brand to others.

The Results?

📈 50% Increase in Subscribers
📦 Higher Average Order Value
🚚 Fewer Customer Complaints
🔁 Stronger Repeat Purchase Behaviour

All within two months of implementation—without increasing ad spend.

Why This Works

What made this transformation possible was the combination of technical performance, conversion-focused design, and lifecycle marketing. When these three elements are aligned, you stop relying on short-term promotions—and start building long-term, predictable growth.

🔍 Want similar results for your brand?

Let’s talk about how we can apply these strategies to your business.

Book a free 30-minute discovery call and let’s make your digital infrastructure work for you, not against you.

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