Wild One — Subscription Funnel Analytics & PDP Simplification (Case Study)

Client/Project: Wild One — Subscription Funnel Analytics & PDP Simplification

Industry/Use-Case: Pet accessories & supplements (DTC) — Checkout Funnel & Cart-Drop Analysis + UX/UI Adjustments Driven by Data + Conversion Rate & ROI Dashboards

Website Link: https://wildone.com

Location: New York, USA

Overview

A fast-growing pet brand needed to untangle mixed results from its “Subscribe & Save” offer and simplify mobile PDPs that had grown heavy with UGC, swatches, and size guides—hurting add-to-cart and checkout completion on smaller devices.

Key Insights

  • Subscription opt-in was depressed by toggle placement and unclear savings math; bundling and clearer price anchoring lifted opt-ins +38%.
  • Checkout exits clustered at shipping due to timeline uncertainty; microcopy and delivery-promise UI cut abandonment −11 pp.
  • Mobile performance was the silent killer: image/script bloat pushed LCP beyond 3s; a lightweight PDP variant improved LCP to 1.9s and raised ATC.
  • Cohort analysis showed repeat buyers were 2× more likely to accept subscriptions when shown a “refill cadence” preset at 30 days.

Pixelbee’s Approach

The Challenge

PDPs had accumulated competing modules (UGC carousels, long FAQs, size charts, cross-sells) that obscured the primary action and delayed first contentful draw on mobile. Subscription value was presented as a small toggle with vague savings copy, and analytics lacked a single, reliable readout tying speed and UX changes to funnel metrics by device and cohort.

Pixelbee’s Approach

  • Funnel Instrumentation: Rebuilt GA4 events for view_item → add_to_cart → checkout steps with device/resolution cuts; flagged shipping-step exits and discount-code friction.
  • Behavior & Speed Telemetry: Deployed heatmaps/session replays on PDP/cart/checkout; added Lighthouse CI + RUM to track LCP/INP/CLS by template.
  • PDP Simplification Test: A/B tested a “light” mobile PDP: compressed imagery, collapsed FAQs, deferred UGC, sticky ATC; enforced guardrails (bounce, ATC, RPS).
  • Subscription UX Redesign: Replaced tiny toggle with a price-anchored module (one-time vs. subscribe), explicit savings %, and cadence presets (30/45/60 days).
  • Shipping Clarity: Introduced delivery-promise microcopy and tax/discount field simplification; validated changes with replay-linked bug tickets and device QA.

Results

Metric Before After / Impact
Mobile LCP (median PDP)3.2s1.9s (−41%)
Add-to-Cart Rate (mobile PDP “light”)8.0%9.6% (+1.6 pp)
Checkout Abandonment (shipping step)43%32% (−11 pp)
Subscription Opt-In Rate12.5%17.3% (+38%)
Revenue per Session (mobile)—+9%
Time to First Repeat Purchase38 days30 days (−21%)

Timeline & Deliverables

Timeline & Deliverables

  • Week 1: Audit + measurement plan; GA4/GTM rebuild; baseline speed + funnel dashboard.
  • Weeks 2–3: Behavior analytics on PDP/cart/checkout; PDP “light” variant design; image/script optimization.
  • Weeks 4–5: Launch PDP A/B; subscription module redesign; shipping microcopy; device QA + replay triage.
  • Week 6: Roll out winners; executive ROI dashboard (speed × funnel × subscription); playbook + experimentation backlog.

Tools & Technologies

Tools & Technologies

  • Google Analytics 4, Google Tag Manager, Shopify
  • Subscription platform (Recharge)
  • Hotjar/FullStory, Lighthouse CI, CrUX/RUM beacons
  • Looker Studio ROI dashboard, QA/device lab

Testimonial

“Once the data showed where mobile was failing, fixes got obvious. The simpler PDP and clearer subscription pitch lifted opt-ins and conversions—and the speed gains sealed it.”
Wild One Team
Growth & Lifecycle