Case Study

DTC Funnel Build & Subscription System

A premium direct-to-consumer (DTC) pet health brand had a Shopify store but was missing a massive opportunity for recurring revenue. Their customers were buying once and leaving because there was no subscription system or structured sales funnel to keep them engaged. Traffic from ads landed on a cold checkout, resulting in lost sales and wasted ad spending. They needed a complete funnel overhaul to maximize their customer lifetime value.

To solve this, they partnered with us at Artesian Software Technologies. We built a powerful, full-stack sales funnel using Checkout Champ and Shopify. By adding a complete subscription system, a customer self-service portal, and smart one-click extra offers, we transformed their buying process. We also set up continuous A/B testing to ensure every page was fully optimized, resulting in a massive boost to their monthly recurring revenue and overall order value.

Funnel Platform

Checkout Champ

eCommerce

Shopify

Testing Framework

A/B Testing Frameworks

Funnel Architecture

Upsell / Downsell + Subscription System

The Challenge

  • No Recurring Revenue Subscription System: Despite having Shopify and Checkout Champ in place, there was zero subscription functionality for monthly deliveries, losing out on repeat buyers.

  • Poor eCommerce Customer Journey: Traffic from ads landed with no proper advertorial or sales page warm-up, leading to lost interest and low sales.

  • No Upsell or Downsell Strategy: There were no post-purchase offers in place, every order closed at the base product with no AOV strategy and no one-click upsell flow to capture additional revenue.

  • No Customer Subscription Management Portal: Without a self-service portal, customers had to contact support to pause, cancel, or resume subscriptions, causing frustration and overwhelming the support team.

  • Lack of A/B Testing & Data Optimization: The funnel ran on assumptions with no split tests, no performance data, and no way to know which pages, offers, or variations were actually driving conversions.

Our Solution

  • Automated Subscription Billing System: Integrated subscription-based product logic directly into Checkout Champ for a seamless checkout experience for subscribers.

  • Customer Subscription Management Portal: Built a dedicated member portal where customers can view active subscriptions, cancel, or resume on their own, reducing support tickets by 60% and improving long-term retention.

  • Optimized Advertorial & Sales Pages: Created education-first advertorial pages to warm up cold ad traffic, paired with conversion-focused sales pages, structuring the full ad → content → checkout journey for maximum buy-through rate.

  • One-Click Upsell & Downsell Flows: Built strategic post-purchase upsell and downsell pages with one-click ‘add-to-order’ logic, so customers don't have to re-enter their credit card details to buy more.

  • Continuous Funnel Split Testing: Set up split tests on advertorials, sales pages, checkout, and upsell/downsell pages to analyze performance data continuously and scaled the highest-converting variations.

Business Impact

  • eCommerce Subscription Revenue Launched: Subscription functionality went live inside Checkout Champ, giving the brand a steady, predictable, and growing stream of recurring income for the very first time.

  • 35% to 50% Increase in Average Order Value (AOV): One-click upsell and downsell flows now capture additional revenue on every completed order that was previously lost.

  • Higher Funnel Conversion Rate Through A/B Testing: By constantly testing and using the best-performing pages, more site visitors are successfully turning into paying customers at every step.

  • 60% Drop in Subscription Support Tickets: The self-service portal lets customers manage their own subscriptions, dramatically reducing cancel and pause requests handled by the support team.

  • Scalable DTC eCommerce Architecture: The full-stack Checkout Champ funnel is built to easily handle new product launches, holiday sales, and future growth without needing to be rebuilt from scratch.

Client Testimonial

We had the store but none of the systems to actually grow it. The subscription portal alone changed everything, customers manage themselves now and our repeat revenue is climbing every month. The funnel is doing exactly what we needed it to do. — Co-Founder & CEO (Premium DTC Pet Health Brand)

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