Two cyclists wearing helmets riding on a paved country road with green fields and houses in the background.

Two cyclists wearing helmets riding on a paved road through a rural landscape with houses and fields in the background.

Driving 100% growth in subscriptions with smart data-led UX approach

Leading the pack

Science In Sport, a leading sports nutrition brand, approached The Pixel to build, manage, and optimise its Adobe Commerce website. The Pixel team, with its extensive technical expertise and deep knowledge of the Adobe Commerce platform, worked closely with Science In Sport to create a world-class eCommerce platform that drives sales, improves customer engagement, and streamlines operations.

X 2
Conversion
Rate

Smartphone screen showing a website with cyclists racing and the text 'COME BACK STRONGER' and promotional messages.

+100%
PHD Growth

Close-up of runners' legs and shoes during a race on a track.

+55%
SiS Growth

Three smartphones displaying Science in Sport product pages for Go Energy + Caffeine Gel Citrus 30 pack with pricing, purchase, and subscription options.

PROBLEM

Making the leap from 1 purchase to many

With customers frequently only making one purchase the challenge to get customers to make a second purchase or subscriptions was at the forefront of improving website UX. Customer research showed a need for customers to be able to sign-up for product subscriptions to help drive incremental sales.

APPROACH

Understanding subscription needs

We needed to understand how we could make the subscription process as simple and easy as possible to drive more subscription across both Sis and PhD sites. This meant taking into account some major difference in customer types and pricing.

We created a 2 phase UX project using test and learn based on initial data aligning the two propositions into one theme combining insight from competitor analysis

Mobile screen showing SIS Turbo+ energy gels product page with details, price £11.40, and features like indoor, endurance, vegan, and wheat free.

Mobile screen showing various SiS energy and supplement gel products with prices and ratings.

SOLUTION

Multi-facetted thinking and deployment

We improved the user experience to drive more subscriptions using Tooltips on the Product Detail Page (PDP), adding a "Benefits" icon highlighting savings, creating loyalty points, and flexible cancellation options. Clicking the subscription option displays adjusted pricing and highlighted savings on the product listing page (PLP).

Two smartphones displaying a sports nutrition product page with key gel features on the left and a shopping basket with items and prices on the right.

SOLUTION

We added prompts, messaging easy account sign into their account before subscribing.The account process was streamlined with clear messaging and simple steps. UX testing identified the need for users to change subscription frequencies at the basket stage, resulting in clear messaging and a subscription summary.