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Case study Subscription launch page · F&B · Penang · 2026

A subscription pagethat paid for itselfin nine days.

Client
Harbour Coffee, Penang
Sprint
Sprint + Test, 12 working days
Live
3 March 2026
Team
Nadia, Jason, Mei, Arjun
subscriptions in the 60 days after launch, against the 60 days before
+212%
conversion rate on paid social traffic, up from 1.9%
5.9%
to load on a 4G phone (LCP), down from 4.8 seconds
1.6s
The new page, top to bottom: the page scrolls as you do. Client and figures are demo content.

(01) The brief

Beans sold one bag at a time.

Harbour roasts in Penang and sells online. Instagram ads sent people to a shop page with 38 products, so most visitors browsed, compared and left. Subscriptions, the only part of the business with predictable margin, were linked from the footer.

The one number

Make subscriptions a third of orders without raising the ad budget.

What the audit found

  • 71%

    of visitors from ads never scrolled past the product grid.

  • 5

    competing calls to action in the first screen on a phone.

  • 4.8 s

    to show the main image on a 4G phone (LCP).

  • 9%

    of orders were subscriptions, all reached from the footer.

(02) What we changed

Four changes, one page.

Each change answers one finding. The page beside the steps shows where each one lives.

  1. 1

    One offer, above the fold

    The old page opened on 38 products. The new one opens on a single offer: fresh beans every other Friday, from RM 39, cancel any time. Everything else moved below the fold or off the page.

    First-screen click rate 11% → 34%
  2. 2

    A 30-second taste quiz

    Most visitors could not tell a washed Ethiopian from a natural Brazilian, and they should not have to. Three questions pick the roast and the grind.

    78% of quiz starters finish it
  3. 3

    The ad and the page tell one story

    The Instagram ad and the page now share one photo and one headline, so the click feels like turning a page, not landing somewhere new.

    Bounce rate 64% → 38%
  4. 4

    Checkout in two steps

    Five steps became two, with DuitNow, FPX and cards on one screen, and the first delivery date shown before payment.

    Checkout completion 41% → 73%
Change 1 of 4 · one offer, above the fold

(03) The test

B led from day one.

We split paid social traffic 50/50 between the old page and the new one for 28 days, then sent everyone to the winner.

Daily conversion rate over 28 days, 50/50 split of paid social traffic. The new page (B) averaged 5.9%; the old page (A) averaged 1.9%. Demo data.
Subscriptions per monthHigher is better+212%
Before410
After1,280
Conversion rateHigher is better+211%
Before1.9%
After5.9%
Mobile load time (LCP)Lower is better−67%
Before4.8 s
After1.6 s

The new page paid back the RM 16,500 sprint in nine days of extra subscriptions.

(04) The sprint

Twelve working days, start to live.

Fixed scope, fixed price, two review rounds, and feedback within a working day at each stage.

  1. DiscoverDays 1–2 · workshop, audit, five customer calls
  2. WireframeDays 3–4 · copy deck and grey page
  3. DesignDays 5–8 · mobile and desktop, two rounds
  4. BuildDays 9–11 · Webflow, Shopify subscriptions, tracking
  5. LiveDay 12

Then a 28-day A/B test, with a report every Friday

(05) In their words

“They rewrote one headline and our sign-ups doubled. Then they rebuilt the rest of the page.”

Daniel TanFounder, Harbour Coffee

Atelier team

  • Portrait of Nadia RahmanNadia RahmanCreative direction
  • Portrait of Jason LimJason LimStrategy and copy
  • Portrait of Mei TanMei TanDesign
  • Portrait of Arjun PillaiArjun PillaiBuild and performance
  • Figma
  • Webflow
  • Shopify subscriptions
  • GA4
  • Meta Conversions API
  • Microsoft Clarity
Next caseSeri Dental

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