Work · UX & CRO Study

Functional Energy Brand

Turning one-time buyers into subscribers.

The brand was almost entirely one-time purchase, with subscriptions a small but high-potential slice of revenue. I used research, personas, and gamification to find the path to recurring revenue. 96% one-time buyers, reframed as the opportunity.

DisciplinePersonas · Data · Gamification
FocusSubscription Strategy
Outcome2 personas · segment analysis

Anonymized client work. Details changed to protect confidentiality.

Context

A functional-energy brand was heavily one-time purchase (about 96%), with subscriptions representing a small but high-potential slice of revenue.

Goal

Convert one-time buyers into subscribers through data-driven design and gamification.

Approach

  • 100+ hours of customer interviews and transcript analysis.
  • Segmentation of the full customer base by age, occupation, spend, and geography.
  • Competitive website testing and persona development.

What I Found

  • 25 to 44 is the core customer base; professionals and technical roles are the prime upsell.
  • The site lacked a unified voice and strong proof, and shoppers wanted clearer information.
  • Trial friction and unclear product hierarchy slowed first purchases.

Recommendations

  1. Persona-driven messaging. Friction-free subscription messaging built around the core personas.
  2. Strengthen proof. Add clinical evidence, an FAQ, and clear dosing for transparency.
  3. Lower the trial barrier. Introduce trial packs and tiered bundles, target high-performing regions, and add persona-matched games.
96%
One-time buyers, the subscription opportunity
2
Research-backed personas
25–44
Core customer identified

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