ABOUT
LivFresh is a direct-to-consumer oral care brand that combines clinical credibility with breakthrough innovation. Known for their science-backed formulations and educational approach to oral health, LivFresh has built a loyal customer base seeking alternatives to traditional oral care products. But success brought new challenges. As customer acquisition costs climbed and competition intensified, LivFresh knew they needed to do more than just acquire customers, they needed to keep them coming back. The key? Building a thriving subscription business that would create predictable revenue and deeper customer relationships.
CHALLENGE
Every ambitious DTC brand eventually faces the same question: How do you unlock the next stage of growth without slowing down what’s already working?
LivFresh had built strong momentum, clinically proven products, an education-driven brand voice, and a loyal customer base. The foundation was solid. But the team saw an even bigger opportunity: subscriptions. Turning more one-time buyers into repeat customers would not only strengthen loyalty but also supercharge lifetime value.
That’s when the idea emerged: what if subscription became the default path for customers, paired with an extra incentive to make it the obvious choice? It was a bold hypothesis with the potential to transform their business. Instead of rolling it out blindly, the team wanted to test strategically, proving the impact while protecting their customer experience and conversion rates. With the right approach, LivFresh could validate their vision, scale confidently, and turn a good business into a great one.
STRATEGY
FERMÀT gave LivFresh the ability to safely test bold ideas using dedicated funnels before rolling them out sitewide.
This created a controlled environment where the team could experiment freely, gather real performance data, and protect the integrity of their core shopping experience. Working with FERMÀT, LivFresh adopted a methodical testing approach:
- Safe Testing Environment — Instead of gambling with their main site, LivFresh used FERMÀT funnels to test making subscription the default choice, paired with compelling incentives that made the offer hard to ignore.
- Gradual Rollout — Instead of a risky 50/50 split, LivFresh used FERMÀT to shift traffic gradually (starting with 10%, then increasing step by step). This protected daily revenue while proving the strategy, giving the team confidence at every stage.
- Value Proposition Optimization — Through FERMÀT funnels, LivFresh tested different incentives and messaging strategies, ultimately finding a winning combination that made the subscription option both clear and attractive to shoppers.
- Ongoing Performance Tracking — The team monitored not just subscription adoption, but also conversion rates, average order value, and early churn signals to ensure the strategy was sustainable for the long term.
By validating their bold ideas in a safe environment, LivFresh was able to scale winning strategies with confidence, transforming subscription into a growth engine without putting their core business at risk.
RESULTS
With FERMÀT as their experimentation platform, LivFresh unlocked dramatic subscription growth without compromising customer satisfaction
With this measured rollout, LivFresh scaled subscription growth quickly without disrupting their core business, achieving a 141% lift in opt-ins and a 40% subscriber boost in just one month. These results gave the team the confidence to roll out the winning strategy sitewide, transforming subscriptions into a predictable and reliable revenue engine. The success has fundamentally reshaped LivFresh’s business model, fueling sustainable growth and deepening customer loyalty.
Today, the team continues to rely on FERMÀT as their trusted testing ground for future subscription innovations and customer acquisition experiments.
