Inspiriko: DTC Subscription Growth & CRO

After the initial growth phase, Inspiriko faced a common DTC problem: high acquisition costs and low customer lifetime value. The brand was heavily reliant on one-time purchases, which meant the economics of paid acquisition were getting tighter with every scaling push. They needed to shift the business model toward recurring revenue.

Continuing as Fractional CMO, I led the strategic pivot to a subscription-first model and oversaw a full CRO (conversion rate optimization) program on Shopify to support it.

Designed and launched the subscription model. I architected a subscribe-and-save offering that made recurring purchases the default path for customers. This involved rethinking pricing, bundling, and the value proposition to make subscriptions genuinely compelling rather than just a discount mechanism.

Rebuilt the Shopify experience for CRO. I ran a systematic optimization program across the entire purchase funnel: product pages, cart, checkout, and post-purchase. Every change was hypothesis-driven and tested, focusing on reducing drop-off and increasing subscription opt-in rates.

Optimized acquisition for subscriber quality. I restructured Google Ads campaigns to target audiences more likely to convert into subscribers rather than one-time buyers. This meant rethinking keyword strategy, landing pages, and bid optimization around LTV rather than just CPA.

Built retention loops in Klaviyo. I designed email and SMS flows specifically for subscriber lifecycle management: onboarding sequences, replenishment reminders, loyalty rewards, and churn prevention campaigns.

The subscription-first model delivered a 4x increase in customer lifetime value. Combined with the CRO program, this fundamentally changed the unit economics of the business, making paid acquisition profitable at scale and reducing the brand's dependence on constant new customer acquisition.