VitaCup: “Build a box” website feature improves subscription loyalty and increases AOV by 7%
36%
increase in conversion rate (February 2025 vs. January 2025)
69%
increase in revenue from email marketing (Q1 2025 vs Q1 2024)
7%
increase in AOV (Q1 2025 vs. Q1 2024)
17.49%
decrease in subscription cancellations (March - May 2024 vs. November 2023 - February 2024)
VitaCup
The VitaCup team was searching for a way to improve custom coffee bundle sales on their website. The idea was that the more boxes of coffee added to an order, the steeper the discount a customer would receive. This “Build Your Box” page would allow potential customers to try new flavors, and loyal customers to save money on their favorites.
“From major redesigns to CRO testing and custom Shopify development, Future Holidays has helped us elevate the VitaCup experience at every turn. Their team is proactive, dependable, and focused on impact. They’ve consistently felt like an extension of our team.”
— Tessa Gavia, Director of Marketing, VitaCup
The Challenge
VitaCup, a vitamin-infused coffee brand, wanted to significantly grow its subscriber base while improving custom coffee bundle sales. Recognizing Future Holidays’ expertise with Shopify and data-driven optimizations, the VitaCup team enlisted our help to build crucial website features and automated email flows. Our goal was clear: unlock new avenues for customer acquisition and foster a thriving subscription community, all while optimizing their unique bundling offers.
Our Approach
Future Holidays set out to build a custom subscription feature and landing page for VitaCup. The idea was that the more boxes of coffee added to an order, the steeper the discount a customer would receive. This “Build Your Box” page would allow potential customers to try new flavors, and loyal customers to save money on their favorites. By leveraging our partnership with technology providers, we were able to successfully integrate several add-ons to the landing page. This allowed for further customization, and ensured that all newly built features would “play nice” with the existing programs already running on the website.
The new landing page is fast, intuitive, and simplifies the checkout process. With an organized display of all products, and a click that moves a bundle to a visual cart on the right-hand side, shopping for coffee has never been easier. A pop-up notification allows for a buyer to commit to a subscription to save even more, or continue the checkout process.
The new landing page outperformed expectations by boosting revenue nearly 7% and increasing subscription activations by 6.71%. It was given top billing on the navigation bar and it was also used by the paid ads team because of its high conversion rate.
To further nurture customer relationships and drive sales, Future Holidays also implemented essential email flows, including a welcome series, browse abandonment, and abandoned cart reminders. These introductory flows in Klaviyo contributed to a 69% increase in revenue from email marketing.
The client and board of directors were extremely happy as the new “Build Your Box” solution increased subscriptions, customer AOV (average order value), and ultimately accomplished their goal.
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