Seven Miles, an Australian specialty coffee roaster, was looking to improve subscription uptake on their Shopify store. The team wanted to surface their subscription value proposition more prominently on the product detail page.
On July 17th, 2024, Seven Miles implemented three changes to their subscription widget on Loop, designed to surface benefits, communicate value, and incentivize first-order trial.
Before: Subscription details placed in dropdowns requiring customer clicks
After: Benefits displayed at all times without additional interaction
Before: Generic "Subscribe & Save" messaging
After: Messaging tailored to coffee subscribers — freshness, consistency, convenience
Before: Single discount rate across all orders
After: 20% off first 3 deliveries, then 10% off ongoing deliveries
Following implementation of the three widget changes on July 17th, 2024, Seven Miles' team measured a 150% rise in subscription conversion rate on their product detail page.
Results reflect Seven Miles' measured experience; outcomes vary by brand, vertical, product, and implementation.
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The Seven Miles team's working hypothesis on the change:
For DTC brands testing subscription widget optimization, surfacing the subscription value proposition prominently on the product detail page rather than placing it behind dropdowns or generic "Subscribe & Save" messaging is one experiment worth running. Seven Miles' setup illustrates how widget visibility changes can play out for one brand.
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