Puracy doubles number of checkouts with subscriptions by enabling Checkout Upsell

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About

Puracy’s single goal is to provide cleaning products that are safe and ecologically conscious. Their highly performant sprays, soaps, and detergents are suitable for any family household, providing users with peace of mind.

Puracy doubles number of checkouts with subscriptions by enabling Checkout Upsell

Puracy has a powerful line of plant-based, better for you cleaners

The brand has achieved widespread success. In addition to their thriving D2C subscription program, Puracy’s products are Amazon best sellers and have been selected as some of Wirecutter’s favorite household cleaners.

We want more of our customers to subscribe, and Checkout Upsell took our share of checkouts that include subscriptions from 7% to almost 15%. And it was so easy to set up—we barely did anything to get those results.

Julia Magnani

DTC eCommerce Manager, Essor

Challenge

Puracy’s products have always been a natural fit for subscriptions. Once customers see how effective their plant-based cleaners are, they tend to come back for more—often for years on end.

So with subscriptions already responsible for a hefty portion of their sales, Puracy decided to emphasize them even more. They started by experimenting with incentives like deeper first-order discounts, which were so successful that they became a permanent fixture.

Then they went on the hunt for a way to extend their momentum and double down on subscription uptake—a way to make subscriptions an even more obvious and appealing option to more customers. Most importantly, it would need to integrate naturally into the successful flywheel they had built.

Puracy has crafted the natural, safe, and elective cleaning & care items from the beginning

Solution

They found their answer in Checkout Upsell, a simple but effective Recharge feature. It adds an unobtrusive subscription widget to the checkout flow, encouraging customers to upgrade one-time purchases into subscriptions (at a selectable cadence) when the option exists.

That last-second prompt is the perfect way to catch customers who sail through their shopping without even realizing subscriptions are available, or ones who aren’t initially set on subscribing but come around when they learn more about the benefits.

Checkout Upsell’s clean widget design, easy setup, and low impact on the checkout flow make it an easy win for brands trying to boost subscriptions—it’s all upside with minimal investment.

Implementation

Implementation couldn’t have been easier. Checkout Upsell is included in all Recharge plans, and it’s designed to require minimal support or configuration—activating it is as simple as flipping a switch.

With just a few clicks, Puracy added subscription-boosting utility to their site, and it was built right into the tech they were already using. All they had to do was wait and watch the results roll in.

Results

And roll in they did: 2% of one-time buyers have opted to upgrade to subscriptions when prompted by Checkout Upsell. That may sound modest, but overall, it’s contributed to a 102% increase in checkout orders that include a subscription—exactly the kind of repeat order-oriented trend Puracy was looking for. As an added bonus, checkout conversion has remained steady, with no negative impact from the widget’s inclusion.

More significantly, Puracy hasn’t just gained more subscriptions through Checkout Upsell, they’ve gained lasting subscriptions. Their customers who subscribe through the widget don’t churn any more frequently than other subscribers—they just needed another opportunity to take the leap.

Now Puracy is exploring the impact that Recharge’s other upsell and cross-sell tools could have for them. The full lineup can be implemented at touchpoints like during checkout, after purchase, in the cart, and before upcoming orders. And with their low-touch setup and the lasting subscription revenue they can help deliver, they have the potential to deliver high impact with low investment.