Building a Better Digital Experience for Olipop
Website Design & Development · Conversion Rate Optimization · Subscription Experience · Stay AI
In 2024, Olipop worked with Liquid Lemon, a Shopify / Shopify Plus design + development studio, to design and develop key parts of its Shopify storefront. Liquid Lemon worked across Olipop’s homepage, product discovery, conversion experience, and subscription journey, including rebuilding the subscription experience on Stay AI.
The engagement went beyond a visual redesign. We worked across Olipop’s Shopify storefront, homepage experience, conversion journey, and subscription infrastructure to create a digital experience capable of supporting the brand at scale.
What Did Olipop Need From Its Shopify Storefront?
Olipop had already built enormous brand recognition around a simple idea: reinvent soda for the modern consumer.
The website needed to do the same.
As Olipop's product catalog, customer base, retail presence, and subscription business expanded, its DTC experience needed to balance several objectives simultaneously:
- Communicate the Olipop brand immediately.
- Make a relatively unfamiliar product category easy to understand.
- Help customers discover flavors quickly.
- Reduce friction between discovery and purchase.
- Give subscription a much larger role in the customer journey.
- Create an infrastructure that could support frequent product and flavor launches.
- Improve the site’s overall conversion experience without sacrificing the personality that made Olipop recognizable.
Our work focused on turning the storefront into a stronger commerce system—not simply giving it a new look.
How Did Liquid Lemon Redesign Olipop’s Homepage?
We redesigned key portions of Olipop’s homepage and customer journey around a clearer hierarchy of brand → product → benefit → purchase.
Rather than requiring customers to navigate deeply into the site before understanding the product, the experience was structured to surface the core Olipop proposition quickly and then transition customers naturally into shopping.
Product discovery became a major part of that architecture.
Olipop has an unusually broad flavor assortment, so the storefront needed to make browsing feel exciting rather than overwhelming. We created a more merchandising-driven experience where customers could move between flavors, collections and purchase opportunities with substantially less friction.
That philosophy remains visible in Olipop's storefront today: the homepage quickly communicates the product proposition before transitioning customers directly into shoppable collections and individual flavors.
How Did Liquid Lemon Improve Product Discovery for Olipop?
For a beverage brand, conversion isn’t just about getting someone to a PDP.
Customers want to see the cans. They want to explore flavors. They want to understand what makes the product different. And they want an easy way to decide what to try first.
We approached Olipop's ecommerce experience accordingly.
Instead of treating the website as a collection of static pages, we treated it as a digital merchandising environment.
Flavor discovery, variety packs, product education and direct purchase opportunities were incorporated throughout the customer journey so users could continuously move from exploration into commerce.
This created a framework capable of supporting Olipop's growing assortment while giving new flavors and limited releases prominent places within the shopping experience.
How Did Liquid Lemon Approach CRO for Olipop?
The redesign was accompanied by an ongoing conversion-rate optimization effort.
We analyzed how customers moved through the storefront and identified opportunities to reduce unnecessary friction, strengthen calls to action, improve product discovery and create clearer paths toward purchase.
Our CRO work focused on the highest-value areas of the funnel:
Homepage → Collection → Product → Cart → Subscription
Instead of optimizing individual pages in isolation, we looked at how each interaction affected the next.
That meant improving merchandising hierarchy, purchase visibility, subscription positioning, product education and the transitions between major stages of the shopping journey.
The objective was simple: make Olipop easier to understand, easier to shop and easier to come back to.
How Did Liquid Lemon Rebuild Olipop’s Subscription Experience?
Subscription was another major component of the engagement.
Working alongside Stay AI, Olipop transitioned away from its previous Recharge subscription infrastructure and developed a significantly more flexible subscription experience.
The goal wasn’t simply to add a recurring-purchase option.
We wanted subscription to behave like a true retention channel.
The new infrastructure gave subscribers greater control over their relationship with Olipop, including the ability to manage upcoming orders, swap products, skip shipments and interact with new product releases without unnecessary friction.
It also created new merchandising opportunities specifically for existing subscribers.
Rather than treating subscribers as customers who had already converted, the system made it possible to continue merchandising to them throughout the relationship.
Turning New Flavors Into Retention Events
That became particularly valuable because Olipop regularly introduces new and limited-edition flavors.
Using Stay AI’s subscription infrastructure, new products could be surfaced directly to existing subscribers and added to upcoming orders instead of requiring customers to complete an entirely separate checkout.
Subscribers could receive early access to flavors and encounter personalized opportunities to add products they hadn’t yet tried.
That changed a product launch from a standard acquisition campaign into an opportunity to increase subscriber engagement, retention and average order value.
Following Olipop’s migration to Stay AI, Stay AI reported the following subscription results for the brand:
- 35% growth in monthly subscription revenue
- 26% reduction in active churn
- 10% of subscription revenue generated through add-ons
- ~30% of Crisp Apple sales came from subscription add-ons during the flavor’s first month
- Nearly 90% of subscribers who clicked the Shirley Temple campaign’s add-to-subscription CTA successfully added the product to an upcoming order
These figures were reported by Stay AI following Olipop’s migration and reflect the broader subscription program, not Liquid Lemon’s work in isolation.
A Storefront Built for a Growing Brand
Olipop wasn’t a brand that needed another attractive Shopify theme.
It needed a digital ecosystem capable of keeping pace with a rapidly expanding consumer business.
Our work helped connect brand, ecommerce, CRO and subscription into a more cohesive customer journey, one designed not only to generate the first purchase, but to make the second, third and tenth purchase easier as well.
The resulting experience gave Olipop a stronger foundation for product discovery, recurring revenue, new flavor launches and continued DTC growth.
Scope
Shopify Design & Development
Homepage Redesign
UX/UI Optimization
Conversion Rate Optimization
Product Merchandising
Subscription UX
Stay AI Implementation & Optimization
Retention Experience
Subscriber Merchandising
Ongoing Ecommerce Optimization
Ready for a Shopify storefront built to convert and retain?
Liquid Lemon designs and develops custom Shopify and Shopify Plus storefronts for DTC and CPG brands through a fixed-scope process. Explore our Shopify Plus agency work, see our Gymshark Shopify Plus rebuild, see our Hero Cosmetics case study, or start your project with Liquid Lemon.
