Case Study: Dr. Axe achieves 30%+ decrease in churn and 30%+ subscription revenue growth with Recharge

Total overhaul of Customer Portal for increased LTV

Dr. Axe, a natural-health ecommerce leader with a large subscriber base, needed to improve its customer portal and post-purchase subscription experience—especially the LoyaltyLion rewards redemption flow—to reduce churn and simplify buying for subscribers. They engaged Recharge (using the ReCharge Theme Engine) alongside agency partner eHouse Studio to strategically test and roll out portal improvements at scale.

Recharge implemented the ReCharge Theme Engine to unify Shopify Plus, ReCharge, and LoyaltyLion into a single Customer Portal, integrated LoyaltyLion rewards reminders into the subscription flow, and rolled changes out via phased A/B testing (5% → 10% → 30% → full). Recharge’s solution reduced friction and boosted retention, delivering a 30+% decrease in churn and a 30+% year‑over‑year increase in subscription revenue while helping minimize shipping costs.

Dr. Axe

Aaron Quinn

Founder and Chief Executive Officer