Consumer streaming subscription

A CRO Program That Consistently Beats Benchmarks

Deep user research plus a high-velocity testing program lifted conversion ~26% a quarter and added roughly $30MM in incremental revenue per quarter.

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

+200% conversion lift on the purchase journey

The situation

The business needed a materially higher website conversion rate to keep scaling paid marketing at a sustainable LTV:CAC.

Paid growth needed a higher conversion rate to stay sustainable

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

Research first: what buyers wanted, and what stopped them

The screens that moved: home questionnaire, class page, pricing

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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