Dollar Shave Club Recaptures Millions in Revenue

“Throughout Dollar Shave Club’s history, we never experienced the kind of output we experienced during our partnership with Anatta. Anatta can do anything.”

Kevin Sakamoto

Senior Director of Product Management, Dollar Shave Club

Screens from the Dollar Shave Club storefront

Impact

Stubble-free Customer Experience

Following optimization, DSC saw a 24% reduction in bounce rate, a 90% increase in new account registration, and an 11% increase in conversion.

More Testing, Sharper Results

Held back by legacy tech, DSC could only launch 1 CRO test per month. After Anatta's performance engineering, DSC launched 4 tests each month: a 400% increase.

Future-Ready and Enterprise-Ready

DSC's new Shopify system, built on the Dawn theme, allows long-term scalability and future-proofing through automatic updates.

The Challenge

Dollar Shave Club’s Commerce Tech Grows Unruly

Dollar Shave Club (DSC) established itself as a viral force in men's grooming, building a subscription-based, direct-to-consumer empire that disrupted traditional retail models. After more than a decade of success, however, dollarshaveclub.com lived on depreciating technology.

Unable to quickly launch optimization tests, DSC knew it was leaving money on the table. On top of this, its Shopify theme was built around outdated frameworks. DSC was facing:

Growing technical debt
Slow site speed
Inefficient script loading
Lack of optimization for Shopify 2.0
Limited testing capabilities
Long development cycles

Aware that its challenges were building, Dollar Shave Club decided it was time for a closer shave. After an intense Request for Proposal process that vetted the top eCommerce agencies, Dollar Shave Club partnered with Anatta.

Anatta knew their capabilities. Anatta was very transparent about what they could do.

Kevin Sakamoto

Senior Director of Product Management, Dollar Shave Club

The Solution

Anatta Leads a Two-Part Digital Transformation

Anatta developed a two-part transformation roadmap so DSC could score immediate wins alongside long-term solutions.

Part 1: Strategic CRO Partnership

The first half of the roadmap revamped DSC's testing system. The Anatta team:

Re-engineered testing infrastructure
Optimized integration with A/B testing software Optimizely
Deployed a user research program to direct testing efforts
Systemized data collection and analysis methods

The sprints dramatically increased the velocity and quality of DSC’s testing program.

The transformation was that, where one test once took an entire month to run, we were able to run four tests in a month.

Saras Arya

Technical Lead, Anatta

Part 2: Shopify Theme Rebuild

During discovery, Anatta located where DSC’s Shopify theme was underperforming. A retheme would clean DSC’s codebase, speed up development cycles, and future-proof dollarshaveclub.com. Anatta’s retheme roadmap followed four sprints:

Discovery & Documentation. Documented all existing features, conducted scoping sessions for every site section, and clarified risks and dependencies.
Technical Modernization. Replaced jQuery with Alpine.js, implemented Tailwind CSS, optimized for Shopify 2.0’s “sections everywhere” feature, and created a proper component structure for maintainability.
Performance Optimization. Eliminated unnecessary code, improved page loading speed, and boosted search ranking and performance scores.
Future-Proofing. Implemented an Anatta-built solution allowing DSC’s custom theme to receive Shopify Dawn updates, documented best practices, and transferred knowledge to support team self-sufficiency.

Anatta’s methodical yet agile approach helped DSC capture growth opportunities while retaining the reliability DSC’s subscribers needed.

Anatta is thorough, careful, and strategic when introducing new features and thinking about the cascading effects.

Kevin Sakamoto

Senior Director of Product Management, Dollar Shave Club

The Results

Dollar Shave Club Reaffirms Status As Industry Leader

The partnership combined digital modernization with strategic funnel engineering to drive major business impact. Anatta helped Dollar Shave Club transform site metrics and capture new growth opportunities.

A Sharper Funnel: Following optimization, bounce rate fell 24%, new account registration rose 90%, and conversion rose 11%.
Testing Velocity Up 400%: Re-engineered testing infrastructure took DSC from one CRO test a month to four.
A Modern Codebase: jQuery gave way to Alpine.js and Tailwind, with a component structure built for Shopify 2.0 sections.
Updates That Arrive on Their Own: An Anatta-built solution lets DSC’s custom theme receive Shopify Dawn updates, so the platform’s improvements land without a rebuild.
A Team That Can Carry It: Documented best practices and knowledge transfer left DSC’s engineers self-sufficient on the new theme.

Looking Forward

Now standing on a sharper digital foundation, DSC begins a new period of industry leadership — with a testing program fast enough to keep finding the next increment of growth.

Every touchpoint with Anatta has been a pleasure. And I think that’s a testament to how Anatta runs their organization, and the values Anatta instills within their team.

Kevin Sakamoto

Senior Director of Product Management, Dollar Shave Club

Dollar Shave Club Recaptures Millions in Revenue

Impact

Dollar Shave Club’s Commerce Tech Grows Unruly

Anatta Leads a Two-Part Digital Transformation

Dollar Shave Club Reaffirms Status As Industry Leader

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