Migration Yuaia Haircare to Juo
Why we moved Yuaia's entire subscription program off the platform that was working fine
Yuaia is leading the pack of young D2C haircare brands in Europe. Haircare doesn’t stop after one treatment, so naturally, subscriptions are a very important aspect of Yuaia’s business model.
Yuaia's subscription program wasn't broken. It was live across 3 stores and 6 countries, and it was doing its job.
That was exactly the problem.
The program sat on Seal, which gave us almost nothing to work with: minimal customization and no real way to test the buy-box, the offers, or the retention flows. So the program just… sat there. A number that went up or down on its own, with very little levers we could pull to move it.
For most brands, that's a quiet inconvenience. For a flagship CRO client, it's a ceiling. Working with subscriptions that are hard to edit, hard to analyze, and hard to implement is simply not doable.
The decision
The hard call wasn't which platform. It was deciding that a perfectly functional setup had to go, because functional isn't the same as improvable. The constraint we couldn't see past was the platform itself.
So we moved it to Juo.
This gave our development team the tools needed to design and implement the full customer journey. From how the product page looks & interacts, to granular control over the retention flow
The part that's actually hard
We migrated the live buy-box across all 3 stores and 6 countries, without disrupting a single active subscriber. If you've run a live migration on an active subscription base, you know the new platform isn't the risk. The handover is. Existing subscribers can't notice a thing, and they didn't.
This is where Juo earned it. They handled the subscriber migration with us, and their launch program covered the entire process — so a move that's usually expensive and nerve-wracking was painless and free. The thing most brands dread about switching platforms turned out to be the easiest part.
What changed
Juo gave us back the layer we'd been missing: a buy-box we can actually customize and test, real offer and pricing variants, and workflow-based automation for retention and recovery. We're now running personalized retention and recovery workflows and iterating on them every week.
The early signal: since the migration, new subscribers are up 172%.
It's early, and we'll have a cleaner picture once full churn and recovery tracking is in place. But the direction is unmistakable, and we’ve run multiple experiments on improving subscriber rate, but this is definitely the biggest improvement we’ve seen thus far.
What's next
The roadmap is the point. Offer and pricing variants, upsell into subscription, bundle tests, and tighter tracking on churn and recovery rate, so the retention work shows up in the numbers and not just the dashboard.
The unglamorous truth about most CRO: before you can optimize anything, you need a surface you're allowed to touch. We just built Yuaia one.
Thanks to the Juo team - the migration was painless because they made it so.
We’ve worked with basically all of the subscription apps, and we always recommend Juo. If you want to start offering subscriptions, or you are done with your current app, please contact Juo or us, and we’ll help you bring in some more of the juicy MRR.
