Adam Hendle started Ballsy in 2017 after a “shower thought” inspiration. He noticed how many products his wife had, versus the classic “4 in 1” available for men. While an often overlooked part in the personal care space, men’s below-the-belt area has its own set of issues. Adam decided to create a bold, playful men’s brand that tackled an often overlooked area of men’s bodies.
Adam spent six months concocting different washes (at home, with essential oils and aloe vera), and eventually reached out to a manufacturer to help him bring his vision to life. After launch, Ballsy sold out of all their units in 24 hours.
“Being able to see more in-depth cohort analysis and retention is very helpful. It’s one thing to just look at customer growth, another to look at actual subscription growth on those customers.”
Once the ball was rolling, they expanded their line to include more body products, and looked to continue growing their brand. While Ballsy had been offering subscriptions, they decided to switch to Recharge when they wanted to focus on them as a key offering. To scale the service, they needed to overhaul the subscription flow.
Ballsy had a page for subscribers, but it only featured a list of all the products with a button to subscribe. Since they had added more categories to their product line, they wanted to showcase each product group individually and give customers specific information on each. Additionally, Ballsy wanted to incorporate more of a user journey, and expand the subscription experience beyond just clicking a button.
Ballsy partnered with Alpha Omega Agency, an agency that delivers unmatched ROI through brand growth and engineering. With Alpha Omega, Ballsy built out a brand new subscription flow. First, they worked to create product pages for each category - body, face and hair, etc. The new pages break down each product, show the customer how much they save by subscribing, and clarify they get free shipping. Customers can click through the different category pages and select products to build their subscription. In addition to subscribable products, there are also one time options, like a shower tool or hand sanitizer.
In the new subscription flow, customers custom build their own subscription. They explore products, and create the best bundle for themself and their personal care needs. Plus, with the enhanced product pages, customers were drawn to add more products to their subscription. Alpha Omega also added call-outs to the pages, like highlighting that customers can cancel anytime. With these additions, customers have clear information about the subscription program before signing up. Overall, the new flow was both engaging and informative.
Since launching the new subscription flow, Ballsy achieved a massive increase in their subscriber base. In just the first 14 days, they saw a 55% daily increase in new subscribers. And overall, Ballsy had a 30% increase in the total number of subscriptions. Given their enormous success, this brand is positioned to only continue growing, both their business and this niche segment of the market.
“I like that Recharge is singularly focused on subscriptions. It has more analytics and allows for more customization.”