When visitors land on a subscription page for the first time, too many choices can cause friction. This is especially true for wellness and health brands, where multiple plans and durations can feel overwhelming for someone just getting familiar with the product.

One D2C wellness brand noticed exactly this: their subscription page offered 15-day, 30-day, and 90-day plans—but new users weren’t converting. Digging into the analytics, they saw a pattern: bounce rates were significantly higher for first-time visitors who hadn’t yet built trust with the brand.

Instead of redesigning the page or running heavy experiments, they used CustomFit.ai’s JS snippet execution and visitor segmentation features to address the issue in minutes. Now, when a first-time visitor lands on the page, only the 15-day introductory package is visible—giving them a simple, low-commitment option to get started.

Returning users or those already familiar with the brand continue seeing all the options. This dynamic personalization removed friction for new visitors without affecting the broader customer base.

The results were quick and clear: the brand saw a sharp increase in conversions among first-time visitors, and customer support tickets related to “which plan to choose” dropped significantly.

This kind of micro-personalization—based on visitor status and simple on-load JS rules—is a perfect example of how CustomFit.ai allows marketers to make data-backed changes without writing complex code or relying on developers. And all this happens with flicker-free, high-speed rendering that ensures the visitor’s experience stays smooth.

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