Increasing Subscription Conversion During Enrollment
Driving +72% lift with a contextual upsell at peak purchase intent
UX Lead / Product Manager
4 Weeks
+72% Conversion Lift
19 Global markets
TL;DR
THE problem
Subscription conversion during distributor enrollment dropped to 2.6%, directly impacting recurring revenue.
THE Solution
Introduced a contextual upsell drawer triggered immediately after product selection, surfacing subscription value at peak purchase intent.
MY ROLE
Led end-to-end problem framing, solution design, cross-functional alignment, and executive approval.
IMPACT
Subscription conversion increased +72% in three months. The solution launched in four weeks across 19 markets.
THE CONTEXT
A decline in subscription conversion during enrollment
Across 19 global markets and ~20,000 active distributors, recurring orders drive the majority of revenue and distributor lifetime value.
When subscription conversion during enrollment began declining, it became a priority quickly.
Leadership asked for a solution that would increase subscription awareness during enrollment while meeting a tight 4–6 week launch window.
I led the effort end-to-end in collaboration with stakeholders and the design team, from identifying the right intervention to presenting the solution to the executive team for final approval.
THE PROBLEM
The subscription option existed — but wasn’t influencing decisions
An audit of the enrollment flow revealed the issue.
Subscription was technically available, but nothing in the experience made its value clear at the moment users were deciding how to purchase.
As a result, most distributors simply continued with one-time orders.
KEY INSIGHT
Purchase intent peaks immediately after product selection
Mapping the enrollment flow revealed a clear moment of opportunity.
Right after selecting a product, distributors have already decided what they want to buy — but they have not yet decided how they want to buy it.
This moment represents peak purchase intent.
Intervening earlier risks disrupting the flow.
Waiting until checkout means the decision is already made.
This insight shaped the timing and format of the upsell drawer.
EXPLORING SOLUTION
Choosing the right intervention
Three approaches were considered.
Visible and prominent, but added friction to the enrollment process — risking completion rates.
Rejected
High visibility, but interruptive modals often lead to dismissals rather than conversions.
Rejected
Lightweight, non-blocking, and triggered at the moment of peak purchase intent.
Chosen
THE SOLUTION
A contextual upsell timed to peak purchase intent
We introduced a contextual upsell drawer triggered immediately after product selection.
The drawer presents:
subscription pricing
key benefits
a simple subscribe-or-dismiss choice
This design clarified the value proposition without disrupting enrollment progress.
Contextual Trigger
Appears immediately after product selection
Clear Value Proposition
Three concise benefit statements
Binary Choice
Subscribe or dismiss
Product Transparency
Product, quantity, and price shown
Non-Blocking
Dismiss without losing progress
Single CTA
Clear next step
DRIVING ALIGNMENT
Moving from concept to launch in four weeks
To move quickly, alignment happened early.
1
Design team
Validated the concept and refined the interaction model.
2
Engineering feasibility review
Pressure-tested the solution against system constraints.
3
Executive presentation
Presented the validated proposal for final approval.
Early collaboration and clear user insights enabled launch within four weeks across 19 markets.
THE IMPACT
Subscription conversion increased 72%
Pre-launch conversion: 2.6%
Post-launch conversion: +72% improvement within three months
Across ~20,000 distributors, even small improvements in subscription conversion compound significantly in recurring revenue and lifetime value.
The results reinforced that timing and contextual relevance are stronger conversion levers than visual prominence alone.
REFLECTION
What the data didn't tell us
While the +72% lift validated the approach, we never directly interviewed distributors about why they weren’t subscribing.
Earlier user research and embedded A/B testing could have further optimized the subscription experience and measured untapped conversion opportunity.
Product Strategy
UX Design
Cross-Functional Leadership
Conversion Optimization
Rapid Delivery
B2B