Most brands think CRO = button colors and checkout tweaks. It’s not.

In this episode of Subscription Prescription, I’m joined by Anthony Morgan (CEO & Founder of Enavi) to break down what real conversion rate optimization looks like for ecommerce subscription brands and where the biggest wins actually hide (hint: it’s usually not checkout).

We cover how growing brands diagnose funnel bottlenecks, why product discovery is breaking your growth, the “inside funnel” metrics Anthony uses, and the simplest subscription unlock we see brands miss: communicating clear subscription value props directly in the buy box.

What you’ll learn:

• What CRO actually is (influencing behavior + validating with experiments) 
• The 4 “inside funnel” metrics (and where most Shopify brands struggle)
• Why checkout optimization is often a time-waster
• How to improve product page performance when paid traffic lands on PDPs
• The North Star metric Anthony likes: Revenue per User (ARPU) — and why segmentation matters
• The fastest subscription lift: subscription value props in the buy box (and how one brand saw a 51% increase)

Tools Anthony recommends: GA4, Hotjar, Heatmap.com, Microsoft Clarity, Intelligems, Convert

Connect with Anthony: https://www.linkedin.com/in/anthonycmorgan/
Learn more at Enavi: https://www.enavi.co/

If you’re trying to increase conversion, improve subscription take rate, and make more money from the traffic you already have — this episode is for you.

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