How Fuel Your Body cut subscription drop-off from 63% to 12%
Summary
Fuel Your Body sells weekly healthy meals in Prince Edward Island, Canada. Buyers were abandoning the order flow because they had to choose between one-time and weekly orders before they could see what a plan cost. The Night Marketer replaced that flow with a plan builder on Shopify: pick 4, 6 or 12 meals first, see the price per meal, then choose meals. After the relaunch in March 2025, drop-off in the flow fell from 63% to 12%, average order value rose from $65 to $85, and subscribers grew from 220 to more than 350.
- Problem
- Buyers could not tell which plan was the best value, so most left before checkout. 75% of traffic was on mobile.
- What changed
- A plan-first builder with 4, 6 and 12-meal tiers, price per meal shown upfront, a sticky progress bar on mobile, and nutrition figures on every meal card.
- Result
- Drop-off in the order flow 63% → 12%. Average order value $65 → $85. Subscribers 220 → 350+.
- Period
- January to September 2025
What was stopping people from subscribing?
When the work started in January 2025, the store worked but confused people. The first decision a buyer faced was "one-time" or "weekly", before they knew what either would cost.
A CRO audit with session recordings and heatmaps (Clarity and Lucky Orange) showed where people stalled:
- No savings were shown for larger plans, so buyers guessed which plan was the best value.
- Price per meal only became clear at the end of the flow.
- Buyers could not switch plans once they had started choosing meals.
- Meal cards carried little information, so checking nutrition took extra effort.
What did we change in the subscription flow?
We studied how WeCook, HelloFresh and Factor sell plans, then moved the store from a cart model to a plan model. The buyer commits to a quantity first and sees the value per meal straight away.
- Tiered plans of 4, 6 or 12 meals, plus a custom plan, with the saving shown on each tier ($12.99 a meal on 4 meals, $11.99 on 12).
- Plan switching at any point on the meal page.
- Delivery date shown upfront on the build page.
- Pickup from local fridges or home delivery.
- Calories, protein, carbs and fats on every meal card.
How was it built for mobile?
Three in four visitors ordered on a phone, so the builder was designed for thumbs first. A sticky footer shows progress ("2 of 6 meals selected") so nobody has to scroll back up to check their plan. Design was done in Figma and the Shopify build took four weeks.
What happened after launch?
The new flow went live in March 2025. Post-launch data showed that customers over 50 still struggled with ordering. In July 2025 we added a dedicated "How it works" page and moved nutrition figures to the front of each meal card.
What was the timeline?
- Jan 2025CRO audit, session recordings and heatmaps
- Late Jan 2025Competitor review and the new tiered plan model
- Feb to Mar 2025Mobile-first design and a four-week Shopify build
- Mar 2025Relaunch
- Jul 2025"How it works" page and nutrition on meal cards
What do these numbers show, and what don't they?
- Drop-off, order value and subscriber figures compare the store before and after the March 2025 relaunch, as reported in the agency's published case study.
- The store reported total sales of about $243,000 for January to April 2025 and $427,000 for April to September 2025. Those windows overlap and differ in length, so they are not a like-for-like growth rate.
- Other things changed in the same months, including marketing and seasonality. The redesign is not the only possible cause.
Who did the work?
Delivered by The Night Marketer, the Shopify agency I founded and lead. I work with founders on the diagnosis and priorities; the agency's designers and developers build and test the changes. More about how that works.
The agency's own write-up, with screens from the project, is on thenightmarketer.com.