mudwtr.com
Health & Wellness DTC Beverage
MUD\WTR
Subscription retention on Shopify and Recharge, down to the cancel flow.
The engagement
This storefront runs on subscription mechanics: replenishment timing, the cancel flow, the churn math underneath. We know those parts in detail.
Where it started
A strong subscription brand where cancels looked sudden but weren't: the signals were there 45 days early, and the cancel flow treated every subscriber the same.
What the work involved
Per-subscriber churn propensity on their first-party data, a rebuilt cancel-save flow, and replenishment timing tuned to actual usage instead of a fixed calendar.
The storefront
Up close
Desktop and mobile, the way a buyer meets it. This is the surface the work happens on.
A number we watched move
Monthly subscription churn: 7.2% down to 5.3%.
The stack we work in
Next case
Black Rifle CoffeeBring us your storefront.
We'll look at it the way we looked at this one.