Client Profile & Project Overview

CrunchLabs, a STEM-focused subscription brand founded by YouTuber and ex-NASA engineer Mark Rober, delivers educational toy kits to children and teens. 

As a fast-growing creator brand, it needed scalable, data-backed strategies to improve conversion and retention without overhauling their core architecture or tech stack. 

Challenges

With an ambitious roadmap and a fast-moving team, efficiency was critical. We needed high-impact ideas that could launch quickly and coordinate smoothly across partners.

Tight feedback loops, flexible planning, and creative problem solving were essential to keep momentum high. 

Messaging also had to flex across product lines while staying on-brand—despite limited creative assets.

Strategy & Approach

To support CrunchLabs’ subscriber growth, the team work would span the full customer journey from website to email. 

We devised a strategy to deliver measurable results without heavy dev work, built into the roadmap to ensure nothing slipped past key deadlines. 

Beginning with research, we identified UX friction on and off-site which led to extensive experimentation.

We split tested monthly, quarterly, and annual subscription options to identify the highest-converting offer while maximizing customer LTV.

One bold A/B test skipped the cart entirely—an unconventional move for a single-product brand that unlocked a double-digit lift in conversions.

Further gains were uncovered with updated subscription badging, recommendations, and messaging. 

Across email, we personalized the approach by tailoring sends based on user behavior and product interest. 

We replaced a generic abandoned cart flow with targeted versions for BuildBox and HackPack, and introduced a new browse abandonment flow to re-engage users earlier.

All updates were tested and optimized for performance, aligning design and messaging with CrunchLabs’ educational mission and premium brand positioning.

Results and Outcome

Site experiments led to a verified 35% lift in sitewide purchase conversion rate, with other individual a/b tests producing revenue gains of up to 22%.

The subscription frequency and cart bypass tests were bold strategic shifts that proved game-changing for performance.

The new email flows drove 83% more abandoned cart revenue. 

Together, we were able to deliver measurable growth across acquisition and retention while keeping overhead low. 

What Worked, and Why

Our focus on fast, high-impact changes has been key in delivery results early and often for CrunchLabs. 

The approach strategically simplified complexity and added personalization. We removed unnecessary friction to boost conversions and deployed timely, behavior-based emails.

Clear messaging, tight collaboration, and rigorous testing kept momentum strong—and results even stronger.