Case study — CRO & Subscriptions
The Daily Grind Co.
Growing a DTC coffee subscription with a Shopify theme upgrade and a checkout that turned one-off buyers into subscribers.
Overview
The project at a glance
- Speciality coffee brand selling beans and brew gear, with a subscription at the core
- Shopify theme upgrade plus rebuild of the subscription checkout
- Subscription sign-ups up 42%
- Repeat revenue now 57% of the month’s takings
What we did
A subscription that sells itself
The Daily Grind Co. had a loyal following but a clunky checkout that treated subscriptions as an afterthought. We ran a Shopify theme upgrade onto a faster, conversion-focused theme, then rebuilt the subscription journey so opting in felt natural rather than a faff.
We simplified plan choice, made the saving obvious, and added transparent manage-your-subscription tools post-purchase. The store now guides customers toward subscriptions at exactly the right moments — and keeps them there once they’re in.
Why we did it
Project goals
- Make subscriptions the default — not an add-on nobody notices
- Simplify checkout — remove the steps that stopped sign-ups
- Speed up the store — a theme that keeps pace with peak coffee runs
- Build recurring revenue — grow dependable monthly income, not one-off sales
Results
What changed
+42%
Subscription sign-ups
57%
Revenue now recurring
−31%
Checkout drop-off
6 mo
To rebuild the journey
The brand now has a faster store and a subscription journey that sells itself. Sign-ups rose 42%, checkout drop-off fell 31%, and recurring revenue now makes up 57% of the month’s takings — a dependable base the business can plan around.
What the client said
In their words
Subscriptions were always the plan, but the checkout made it a chore. Now it’s the easiest thing on the site — and it shows in the numbers.
Want results like these?
Book a free 30-minute call and let’s talk about growing subscriptions on your store.
