Launched in 2019, Trip Drinks has gained popularity for its category defining design, natural ingredients, and wellness benefits. With the rise of functional beverages, Trip has positioned itself as a stylish, wellness-focused brand appealing to health-conscious consumers looking for alcohol alternatives. Whether as a midday refreshment or post-work relaxation, Trip Drinks offers a modern, flavourful way to unwind.
Trip has a small but growing range of consumable products, perfect for subscriptions. There was a basic subscription offering in place but it was not optimised beyond single products. The brief was to increase Average Order Value and drive increases in subscriptions through a innovative user flow, incorporating cross selling and upselling while also supporting ever changing pricing incentives and discounts. The brief also included the ability to measure user engagement with specific funnel tracking tags.
The complexity of the challenge was to deliver a solution that worked with their existing set up, warehouse operations and pricing strategies. With a ever growing range, we had to build a robust functionality that was flexible, adaptable and importantly simple to use with a clear and watertight user experience to reduce bounce, subscription churn and unclear messaging. The final part of the puzzle was how to deliver a build a box functionality for a expanding brand in to new global markets.
Knowing we were going to use Recharge Subscriptions Pro as the tech to power the build a box feature, we designed the solution around the functionality available. Working closely with the Trip brand and growth team, we first delivered prototyped wireframes for each product and user flow.
Following our process that is built upon regular communication, detailed scenario planning and quick revisions, we designed multiple subscription flows that could be adapted and edited in Recharge fitting a bespoke and optimised e-commerce front end experience, manageable by the Trip team.
The build and box and its user flows was built using a combination of Recharge, Meta Objects, Meta Fields, custom code and Vercel server. We use Vercel to run the behind-the-scenes part of our Shopify bundle builder, making everything work smoothly and reliably. Vercel helps fetch the right product and checkout details from the Shopify API and sends them to the website for eventual checkout.
The user experience is slick. Customers can build their own unique box across the range of products, or they can choose to autofill and checkout. All of these flows are incentivised by choosing to subscribe. This is not only price, but the ability to change your products during your subscription lifetime, pause & cancel.
Since launching the bundle flow has directly attributed an additional +£80,000.00 in gross sales.
Conversion sits at an impressive 3.43% and Average Order Value rose by 119% compared to non bundle flows.
We have also been delivering on a Optimisation Roadmap supporting conversion across the site as well as improving user experience, product discovery and digital brand alignment.
The brand has defined a new category of calm with a lot of the success driven from the pastle can colours and minimal yet bold design. This was the basis of the strategy when designing site improvements. This work included a overhaul of the site navigation to aid visual product discovery and improve UX with a big focus on mobile as you would expect in DTC e-commerce. We also took this approach to product discovery on the listing pages, implementing a manageable visual filter system,harnessing the power of the brand identity.
Beyond these crucial optimisations and redesigns, strategic targeted landing pages were delieverd supporting the vast amount of traffic coming from paid emdia and supporting decrease the cost of customer acquisition
