Conversational tone in onboarding: Dollar Shave Club's A/B test

The bottom line

Dollar Shave Club raised subscriptions by 5.24% by making the early steps of its subscription funnel more conversational. A tone that matches the brand's playful persona can lift conversion.

Key takeaways

• A conversational tone in early onboarding steps increased subscriptions. It made the experience feel more emotionally appealing.
  • The result was a 5.24% increase in subscriptions.
• The new tone was built to match the brand's playful persona. Alignment with the brand was meant to strengthen the user's connection.
• The change targeted the first steps of the subscription funnel. These steps are where the emotional connection starts.

The test

Dollar Shave Club redesigned the opening steps of its subscription funnel with a more conversational tone.

• The goal was to build emotional resonance and a stronger user connection.
  • The tone was chosen to fit the brand's playful persona.
  • The aim was a higher subscription rate through better emotional appeal.

The result

The conversational design produced a 5.24% increase in subscriptions.

• The test was first written up by Conversion.com as a case study.
  • The full case study is at conversion.com/case-study/dollar-shave-club.