+40%
Homepage Conversion Rate A/B Test
(25% → 40%)
+38%
Subscription PDP Conversion
(25% → 38%)
+173%
Homepage Optimization Impact
($11 → $30)
+217%
Revenue Per Session
Subscription PDP Lift
($30 → $95)
About The Brand
Hemper is a cannabis lifestyle brand centered around a recurring subscription box supported by limited product drops and bundles. The business model depends on retention, repeat purchase behavior, and maximizing customer lifetime value rather than short-term acquisition spikes.
The Challenge
Traffic volume and brand demand were strong, but users were not consistently entering the subscription ecosystem at the optimal moment. Homepage friction and unclear value communication limited both conversions and long-term retention potential.
My Role
Led lifecycle and CRO strategy across homepage architecture, subscription pathways, and post-purchase retention systems. My objective was to align conversion decisions with long-term subscriber value.
Homepage A/B Test
Focus
Guiding users into the highest-intent purchase path.
What Changed
Tested two hero structures:
• Product-carousel driven layout
• Subscription-led value-focused layout
The winning version centered the homepage around the subscription box with clearer hierarchy and simplified messaging.
Before → After
Conversion rate: 25% → 40%
Revenue per session: $11 → $30
Impact
• +15 point lift
• ~60% relative increase in conversion
• Clearer alignment between user intent and homepage messaging
This test confirmed that clarity and purchase intent outperformed engagement-focused design.
Subscription PDP Optimization
Focus
Reducing friction and improving subscription decision clarity.
What Changed
Restructured value proposition higher on the page, simplified benefit breakdown, and reduced cognitive load within the subscription selection process.
Before → After
Conversion rate: 25% → 38%
Revenue per session: $30 → $95
Impact
• +13 point lift
• Significant increase in subscription-driven revenue
• Validated that hesitation was clarity-driven, not price-sensitive
No additional discounts were introduced.
Lifecycle & Retention Infrastructure
Focus
Supporting subscription growth with structured lifecycle flows.
What Changed
Built onboarding, replenishment, churn-prevention, and segmentation flows inside Klaviyo to support conversion wins and protect downstream LTV.
Impact
• Repeat purchase rate reached 50%
• Subscription retention improved
• Email became a meaningful revenue channel
Conversion improvements fed directly into lifecycle monetization.
Outcome
This optimization work repositioned Hemper’s subscription box as the core revenue driver, increasing both conversion efficiency and revenue per visitor. By aligning homepage and PDP structure with clear user intent, the brand unlocked scalable subscription growth without increasing discount reliance.
Case Studies
Industry: DTC / Cannabis
Hemper
A full-funnel CRO and lifecycle optimization focused on reducing friction and guiding users toward higher-intent purchase paths. Homepage and PDP testing improved conversion and revenue efficiency while proving that downstream behavior matters more than surface-level clicks...
Industry: DTC / Fashion
Karmaloop
Content-first acquisition strategy that turned editorial traffic into a scalable growth channel. Interactive shopping and embedded email capture drove deeper product discovery, higher opt-ins, and materially stronger revenue per session without relying on traditional promotions.
Industry: DTC / Cannabis
Moonwlkr
High-intent acquisition testing that compared urgency-driven messaging against incentive-based offers. Scarcity and limited availability significantly outperformed free value, creating stronger entry-point conversion while feeding a healthier, more engaged lifecycle funnel.