Dollar Shave Club
A subscription service that delivers razors and grooming products to customers.
Dollar Shave Club rewrote the early steps of its subscription funnel in a conversational tone that matched its playful brand voice. An A/B test showed a 5.24% lift in subscriptions. The lesson for app builders: test brand-voice copy in early onboarding against current copy, since a tone change alone can move conversion by roughly 5%.
- Standard early-step copy
- Neutral, less brand voice
- Playful, brand-persona voice
- Early steps feel like the brand
+5.24% subscriptions
From Dollar Shave Club A/B test
What was said about Dollar Shave Club
A conversational tone in early funnel steps lifted subscriptions 5.24%. Dollar Shave Club rewrote the first steps of its subscription funnel in a more conversational, playful voice that matched its brand persona. The A/B test measured a 5.24% increase in subscriptions.
The aim was emotional resonance and a stronger connection with the user, so the funnel feels like the brand itself. Because it ran as an A/B test, the lift is attributed to the new design rather than guessed. The 5.24% figure can serve as a rough reference for a copy and tone test on a brand-led subscription product.
Version A and version B as Dollar Shave Club tested them.
Conversational tone in onboarding: Dollar Shave Club's A/B test
Redesigned the early steps of its subscription funnel with a conversational tone matching its playful brand persona. The A/B test lifted subscriptions by 5.24%.
A conversational tone in early funnel steps lifted subscriptions 5.24%. Dollar Shave Club rewrote the first steps of its subscription funnel in a more conversational, playful voice that matched its brand persona. The A/B test measured a 5.24% increase in subscriptions.
The aim was emotional resonance and a stronger connection with the user, so the funnel feels like the brand itself. Because it ran as an A/B test, the lift is attributed to the new design rather than guessed. The 5.24% figure can serve as a rough reference for a copy and tone test on a brand-led subscription product.
Version A and version B as Dollar Shave Club tested them.
The ultimate guide to paid growth | Timothy Davis (Shopify)
Its video is the example of creative that tells a story and stirs emotion, remembered years later. It likely reached girlfriends as well as the men it targeted.
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