Does building on Loop Subscriptions matter, or would any app do the same job?

App choice matters less than the discipline behind it. Loop, Recharge and the native Shopify Subscriptions API all handle the mechanics of a recurring order; what actually moves the numbers is the offer, the plan options and a customer portal a subscriber can use without emailing support. We run Fittr on Loop because it suited that build, not because it is the only correct choice.

How do you measure an AOV improvement if there is no before-and-after?

You measure the thing that changed, not the thing that never had a start point. Fittr never ran without subscriptions, so there is no honest "subscriptions lifted AOV by X" claim available. Conversion-rate-optimisation work is different: it ran on an already-live store at a known date, so the 20% figure is a real before-and-after, just on the CRO project rather than the subscription programme itself.

Should a new Shopify brand launch with subscriptions from day one, or add them later?

From day one, where the product genuinely supports repeat purchase. Building it in from the start means the offer and the portal are part of how customers first meet the brand, not a retraining exercise on people already used to buying one-off. It also means you never end up trying to measure a lift against a baseline that no longer exists, which is the position this page is honest about being in.

Do you run subscription builds and CRO work for client brands too?

Yes, and we run both on our own store first. Fittr is where we test the offer structure, the portal and the conversion changes before they reach a client brief, so the recommendations we bring are ones we have already paid for the mistakes on. Client engagements cover the same two disciplines: the subscription build and the conversion work on top of it.

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Articles · CRO & Growth

How we increased AOV on our own Shopify brand

Published 10 September 2026

Fittr Nutrition is our own supplements brand, so this is our risk rather than a client's. We built the subscription programme in from day one, which means there is no before state to compare it against. What we can point to is dated: conversion-rate-optimisation work on the same store lifted average order value by 20%.

Why there is no before-and-after for the subscription programme

Fittr has run on Loop Subscriptions since the store first traded. The offer, the plan options and the customer portal are not a feature we added to an existing one-off store and measured a lift against; they are how the store has always worked. So the honest answer to "how much did subscriptions increase your AOV" is that we cannot say, because there is no non-subscription version of Fittr to compare it to.

That absence is itself the useful part. Building the subscription infrastructure in before launch means a customer never meets the brand as a one-off purchase and gets retrained into a subscriber later, and it means nobody is left guessing at a baseline that stopped existing the day the store went live.

What actually moved AOV

The figure we can point to is separate from the subscription build: conversion-rate-optimisation work on the live store lifted average order value by 20%, measured as of 2026-09-10. That is a dated result of a specific project, not a live number we are committing to keep updating, and it is a different discipline from choosing a subscriptions app in the first place.

CRO on a subscription-first store has its own shape. The plan options have to read clearly at the point somebody is deciding whether to subscribe at all, checkout friction gets removed without disturbing the subscription selector itself, and any upsell has to sit beside the subscription choice rather than compete with it for attention on the same screen. Get that sequencing wrong and a conversion change can quietly work against the subscription rate it is supposed to be running alongside.

What a subscription programme needs to do

A subscriptions app on its own is not a subscription programme. What we build in, for our own store and for clients, is plan design that matches how the product is actually consumed, a self-serve customer portal so a subscriber can skip, swap or pause without emailing anyone, dunning that recovers a failed payment rather than losing the customer to it silently, and churn reporting that says which of those is actually happening rather than guessing from revenue alone.

We cover the build itself on our Shopify subscriptions service, and the conversion work that sits on top of it on our CRO service. Fittr's case study is where both of those are run on our own catalogue, before either reaches a client brief.

Our bias, declared

We sell subscription builds and CRO work, so we profit when a brand decides both matter. The honesty this page leads with, that we cannot claim a subscription lift we have no baseline for, is the same discipline we bring to a client account: state the number that is real, and say plainly when one is not available.

Common questions

Does building on Loop Subscriptions matter, or would any app do the same job?: App choice matters less than the discipline behind it. Loop, Recharge and the native Shopify Subscriptions API all handle the mechanics of a recurring order; what actually moves the numbers is the offer, the plan options and a customer portal a subscriber can use without emailing support. We run Fittr on Loop because it suited that build, not because it is the only correct choice.
How do you measure an AOV improvement if there is no before-and-after?: You measure the thing that changed, not the thing that never had a start point. Fittr never ran without subscriptions, so there is no honest "subscriptions lifted AOV by X" claim available. Conversion-rate-optimisation work is different: it ran on an already-live store at a known date, so the 20% figure is a real before-and-after, just on the CRO project rather than the subscription programme itself.
Should a new Shopify brand launch with subscriptions from day one, or add them later?: From day one, where the product genuinely supports repeat purchase. Building it in from the start means the offer and the portal are part of how customers first meet the brand, not a retraining exercise on people already used to buying one-off. It also means you never end up trying to measure a lift against a baseline that no longer exists, which is the position this page is honest about being in.
Do you run subscription builds and CRO work for client brands too?: Yes, and we run both on our own store first. Fittr is where we test the offer structure, the portal and the conversion changes before they reach a client brief, so the recommendations we bring are ones we have already paid for the mistakes on. Client engagements cover the same two disciplines: the subscription build and the conversion work on top of it.

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