Drop Subscription CAC by 57% When Optimizing Your Buy Box
How Structured helped Dollar Shave Club with one simple yet effective tweak.
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Dollar Shave Club is the OG e-commerce razor brand known for their crazy-low subscription offers. As the market has evolved over the years, people’s understanding of subscriptions has increased which has made it harder to drive efficient subscriptions (even with a strong offer).
One of the hypotheses we had is people would subscribe more efficiently if they saw the price improvement on the subscription offer compared to the one-time purchase offering. This led us to a redesign of the product buy box for our top performing $8 mixed blade offer.
As a business, one-time purchases had no value so to reduce risk, we had to get executive approval to start focusing on blended CAC metrics and not just Subscription CAC or subscriptions. This was pitched and approved and then we were off to testing and optimizing!
Dollar Shave Club saw a 57% decline in subscription CAC when offering a one-time purchase option in the buy box and a 68% reduction in blended CAC.
Our process started with a 33% rollout of this offer on our $8 Mixed Blade landing page. We tracked performance in Visually.IO which is our preferred testing tool, and the Paid Media team at Structured tracked the Northbeam performance period over period.
It was hard to see meaningful results from a paid media perspective so we moved to a 50% rollout and then finally increased to 100% rollout as we started to CAC drop weekly.
The main reason for success was because the CRO and Paid team at Structured were in lock-step on this project and as we saw wins, we made quick decisions to roll out the site changes.
When working on transformational business changes, the brand and the agency must be in agreement and work together to get approval across the business. Additionally, having CRO and Paid Media working on the same team provides a lot of efficiencies and knowledge sharing which helps get to big wins quicker.
