Case study · AOV optimization
Ghost Lifestyle: average order value up 62%.
A subscription-first store for one of fitness's best-known brands, with bundles built around how people train.
+62%AOV
- Client
- Ghost Lifestyle
- Lever
- AOV optimization
- Services
- UX, Shopify build, CRO, subscriptions, loyalty
- Platform
- Shopify
- Result
- +62% AOV
01 · The challenge
A huge following, under-used.
Ghost is one of the most recognized names in fitness, with supplements, apparel, frequent drops and a large community.
The store was not making the most of bundles, returning customers or subscriptions. It needed to make bigger carts and repeat orders the easy choice.
02 · What we did
Subscription first, bundles always.
We mapped how Ghost customers shop, from discovery to stacking and reordering, and built for that.
- Retention
Subscriptions on every product page
Clear savings, an easy toggle and visual reminders of value made subscribing part of the buying habit.
- AOV
Bundles by use
Pre and post-workout stacks, wellness packs and monthly goals, with influencer picks and smart cross-sells.
- Retention
Loyalty built in
Points for purchases, referrals and reviews, to reward the behavior Ghost wanted most: coming back.
03 · Results
What it was worth, measured against a baseline.
Average order value
+62%After the bundle and subscription work.
- Returning customer rate+38%
- Share of monthly revenue from subscriptions22%+
- Loyalty sign-ups, within 6 weeks+44%
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