How ROYO Grew Subscription Revenue by 167% and Unlocked $95K+/Month Through Strategic CRO
ROYO partnered with DTC Pages to run a full-funnel CRO programme across product pages, landing pages, checkout, and seasonal campaigns. Through 5 strategic experiments grounded in behavioural research, ROYO unlocked $95K+ in estimated additional monthly revenue and grew subscription revenue by 167%.
$95K+
Est. Additional Monthly Revenue
+173%
Subscription Orders
4
Pages Optimised
The Story Begins
ROYO is a fast-growing DTC brand in the keto-friendly baked goods space competing against names like Magic Spoon and Hero Bread. Their Starter Pack is their best-selling product and a top performer in the category. With a subscription-driven business model and significant paid acquisition traffic, ROYO needed a CRO partner who could run high-impact experiments across their entire funnel.
The Challenge
Subscription adoption was underperforming because one-time purchase was the default on product pages, leaving recurring revenue on the table. Their core offer strategy had never been tested, the checkout page lacked trust signals, and seasonal traffic was flowing to evergreen landing pages without tailored offers. User testing repeatedly surfaced concerns around perceived value and shipping costs.
Experiment Spotlights
Here are 5 of the most impactful experiments, with real data from Intelligems.
Making Subscription the Default and Watching Revenue Soar
Hypothesis
By redesigning the buy box to highlight subscription savings and setting subscription as the default option, we can increase subscription adoption without adding any extra discount.
Before
After
Intelligems Results
WinnerSub Orders/Visitor
+171.2%
100% conf.Sub Revenue/Visitor
+165.9%
100% conf.Sub Profit/Visitor
+169.8%
100% conf.Default bias is incredibly powerful. Simply pre-selecting the subscription option drove a massive shift in recurring revenue with zero additional cost. The key was pairing it with clear savings callouts and reassurance copy like 'Skip, pause, or cancel anytime'.
Replacing the Evergreen Offer with a BFCM-Specific 25% Off Message
Hypothesis
A dedicated Black Friday landing page with a clean 25% off sitewide offer will outperform the standard bundle savings during the highest-traffic window of the year.
Before
After
Intelligems Results
WinnerProfit/Visitor
+10.7%
99% conf.Revenue/Visitor
+5.9%
91% conf.Conversion Rate
+2.5%
79% conf.Seasonal landing pages with clear, simple offers outperform evergreen pages during high-traffic windows. The same UX with just the offer and copy changed was enough to drive a significant profit lift. Every day of delay after a win like this is revenue left on the table.
Polishing the Checkout with Trust Signals and Better Spacing
Hypothesis
Reducing friction and reinforcing trust at checkout with professional spacing, strategic USP placement, and customer reviews will increase checkout conversion and revenue per visitor.
Before
After
Intelligems Results
WinnerConversion Rate
+1.9%
86% conf.Revenue/Visitor
+1.7%
74% conf.Sub Orders/Visitor
+15.9%
98% conf.Checkout is one of the most overlooked conversion levers in ecommerce. Small polish changes - better spacing, repositioned USP banners, and curated reviews - generated $18K+ in additional monthly revenue. The bonus subscription lift was unexpected and compounding.
Testing Three Offer Strategies Head-to-Head on the Acquisition Page
Hypothesis
Alternative offer framings like a gift-with-purchase or percentage discount will outperform the existing $10/$15 volume discount by lowering the psychological barrier to first purchase.
Before
After
Intelligems Results - 3-Way Comparison
Both Beat ControlFree Bread (GWP)
+18.3% CR
+7.4% RPV lift
Best CR26% OFF
+6.3% PPV lift
+6.3% RPV lift
Best ProfitControl ($10/$15)
Baseline
Baseline RPV
Baseline PPVThe existing $10/$15 offer showed no competitive advantage on any metric. This proved that offer strategy is one of the highest-leverage CRO activities for DTC brands. A follow-up head-to-head test between the two winners was launched immediately.
Adding a Subscription Toggle Inside the Bundle Builder
Hypothesis
Adding a subscription option directly inside the bundle builder flow would increase subscription uptake and lifetime value.
Before
After
Intelligems Results
Did Not WinConversion Rate
-32.5%
Revenue/Visitor
-25.6%
Sub Orders/Visitor
+1,118%
100% conf.Key learning: context matters more than features
Subscriptions perform best when introduced at the right moment. The PDP buy box (Experiment 1) proved this emphatically. Adding the same option into a high-intent conversion flow like the bundle builder created too much friction and decision complexity for first-time buyers. Context matters more than features.
What Made This Partnership Work
Full-Funnel Thinking
We did not optimise a single page. We tested across product pages, landing pages, checkout, and seasonal campaigns. Each test built on the learnings of the last, creating a compounding effect across the entire customer journey.
Research-Led Experimentation
Every hypothesis was grounded in user testing sessions with real first-time shoppers, analytics deep-dives, and behavioural science. We ran moderated user testing to uncover friction points before designing any variant.
Losers Are Wins Too
The bundle builder subscription test failed, but it directly informed the winning PDP buy box strategy. In CRO, knowing where not to introduce a feature is just as valuable as knowing where to put it.
Speed to Implementation
Winning tests were rolled out immediately. No bureaucracy, no delays. When a test wins with 99 to 100% statistical confidence, every day of delay is revenue left on the table.
Profit-First Metrics
We do not just chase conversion rate. Every experiment was evaluated on Profit Per Visitor and Revenue Per Visitor, ensuring that wins translate to real bottom-line impact, not vanity metrics.
The Results
+167%
Subscription Revenue
$95K+
Est. Additional Monthly Revenue
+173%
Subscription Orders
Key Takeaways for DTC Brands
Actionable insights from this engagement that apply to any scaling ecommerce brand.
Default bias is powerful
Simply setting subscription as the default option on the PDP drove a +171% lift in subscription orders - no discount increase needed.
Your offer strategy is probably leaving money on the table
ROYO's original $10/$15 discount was beaten by both a gift-with-purchase and a percentage discount. If you have not tested your core offer, you are likely underperforming.
Checkout is an overlooked conversion lever
A 2.14% CR lift from spacing, trust signals, and reviews at checkout generated over $21K/month in additional revenue.
Seasonal landing pages are non-negotiable
A dedicated BFCM page with a simple 25% OFF message outperformed the evergreen bundle page, delivering $95K/month in estimated additional revenue.
Context matters more than features
Subscriptions added to the bundle builder killed conversion. The same subscription emphasis on the PDP was a massive winner. Where you introduce a feature matters as much as the feature itself.
Services Used
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