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Blog/7 Subscription Landing Pages To Test in 2024

7 Subscription Landing Pages To Test in 2024

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Landing Pages That Convert

While we do see brands acquire new subscribers by driving directly to the PDP, the brands that have the most success doing so have extremely subscription-optimized product pages.

If you are running paid traffic with the intention of acquiring new subscribers, and want to test out a landing page built specifically for that audience, we’ve got some tips/tactics for you! 

More awesome examples from Stay’s top brands coming up – broken down by a few of the most effective landing page strategies implemented for subscriber acquisition.

The Starter Kit LP

Clevr directs a significant amount of their ad traffic to their “Starter Kit” page, where shoppers select two lattes to start their subscription. The LP includes information on free gifts with purchase, a $15 credit towards future orders, and information on the flexibility of recurring subscription orders. This is a masterclass in nudging a shopper to become a high AOV subscriber!

The Starter Kit LP

ARMRA’s welcome offer landing page presents customers with a $43 discount on their first order, tossing in a free branded glass water bottle with new subscriptions. They’ve got all the juicy elements for strong CVR – pricing strikeouts, free GWP, powerful customer reviews, deep supplement information, and more. A must-see.

The BYO Bundle/Box LP

Beauty by Earth has absolutely nailed their BYO bundle subscription landing page. What we love about it: loaded with compelling UGC, emphasis on flexibility and personalization, callouts for $ and % discounting, spotlights on free GWP…the list goes on and on. We love to see it.

The Welcome Offer LP

Teabox‘s welcome offer landing page checks all the boxes, highlighting the free GWP, subscription discount, order flexibility, and more. Their use of emojis and neon-colored callout boxes is awesome, too.

The Welcome Offer LP

We couldn’t fit all the best parts of Lifeboost Coffee’s welcome offer landing page in the image above, so we recommend visiting the link to check it out. We love how effective the above-the-fold messaging is – it makes the welcome offer feel insanely generous as it includes free coffee, free shipping, and over $350 worth of free gifts.

The Trial-to-Subscription LP

As mentioned in the ads section of this edition, Clean Skin Club runs specific “free trial” ads to a listicle-style landing page – and they don’t let you forget about the free towel offer at any point as you scroll. The sticky CTA combined with regular offer reinforcement infused throughout the page makes it pretty hard not to action on the deal. Super compelling.

The Prepaid Subscription LP

If you aren’t familiar with the brand, Hunt a Killer is known for their murder-mystery game subscription (though you can buy their boxes as OTP as well). They offer 3 core plans: a basic monthly subscription, a six-month subscription at a discount, and a 12-month subscription at an even deeper discount. The 6 and 12 month plans are sold as prepaid subscriptions, and include free GWP based on the tier. If you offer prepaid subscription plans, we recommend checking out this landing page – it masterfully tackles the pricing breakdown, FAQ, and more.

Beekeeper’s Naturals directs traffic from some of their subscription ads to the evergreen subscription page built into their site. It breaks down the subscription discount, additional program benefits, includes reviews from subscribers, and even covers FAQs. Their most-popular subscription products are featured on the page with quick add-to-cart buttons in addition to a button that directs to a subscribe and save product category page.

Similar to the above example, Perfect Snacks also runs some subscription ad traffic to their evergreen Subscribe & Save webpage. We dig how they emphasize core subscription value props above the fold, roll into a “how it works section”, and then include a block featuring best-selling subscription products with quick add to cart buttons.

Technically we’re cheating a little bit with this one, since this example is actually a PDP, not a landing page. But if we’re being literal, MDrive is sending folks who click their subscription ads to land on this page…so we’re going to count it. MDrive has crushed turning their PDP for Boost & Burn into a blend of a traditional product page + landing page. Their subscribe & save option is the default on the buy box, they emphasize subscription value props throughout the page, and overall, it’s insanely compelling when it comes to content.

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Blog/Analyzing Subscription Program Data for 2024: Guiding Questions for Your Team

Analyzing Subscription Program Data for 2024: Guiding Questions for Your Team

To state it simply, the world of ecomm gets more competitive every year. New brands are hitting the market and quickly edging out competition, the cost of goods and services are rising, and the cost to acquire new customers isn’t getting any cheaper, either. Case in point: TikTok Shop announced they’re hiking their seller fees up to 8% per order.  

If you’re reading this article, you probably are already the type of person who’s invested in optimizing your subscription program to maximize revenue. But if you’ve been waiting for the right time to come around…it’s time. Here comes our cold, hard truth pep-talk. 

Subscriber acquisition, retention, and churn reduction must be optimized like any other lever of your business. If you aren’t giving yourself (or your team) the time to meaningfully improve things like your customer experience and retention marketing efforts, you are undoubtedly losing potential revenue. 

How do we know? Data.

In 2023:

OLIPOP saved over over 4,000 customers from canceling their subscriptions using strategically-designed dynamic cancellation flows with Stay Ai’s RetentionEngine.

Obvi scaled their recurring subscription revenue over 300% by better acquiring sticky subscribers, implementing preventative churn-reduction promotions, and further investing in their retention marketing efforts.

A Pup Above generated 140%+ in add on revenue from meaningfully marketing to their existing subscriber base, in addition to offering a purchase-optimized customer portal experience.

And before you can move forward into optimizing your subscription program, it’s critical to tackle a review of its current state.

So let’s dig into the numbers. Here are some of our favorite guiding questions to ask when analyzing your subscription program’s performance. We’ve chunked them out by the four core stages of the subscriber journey: acquisition, lifecycle, churn, and re-engagement (AKA winbacks). 


Stage 1: Subscription Acquisition

1) Did you test running subscription-specific versus standard ad campaigns? Segment the cohort of subscribers acquired through each method. Which cohort has the highest retention rates? Which cohort is spending the most money with your brand?

2) Did you test running subscription-specific landing pages, or did you first introduce your subscription offerings with PDP buy boxes? Segment the cohort of subscribers acquired through each method. Which cohort is the stickiest? Which cohort has the highest LTV/AOV?

3) Review the performance of any and all campaigns that nudged one-time-purchasers to upgrade to subscription. Look for commonalities to identify what led to the highest CVR. Then check out how those upgraded buyers are doing. Are they sticky?

Stage 2: Subscriber Lifecycle

1) Review your subscriber-targeted upsell & cross-sell efforts in 2023. When did you see spikes in add-on revenue or existing subscriber recurring revenue growth? Which campaigns or optimizations led to these wins?

2) Segment out your highest AOV/LTV and longest-retained subscriber cohorts. Which products are these customers buying? Are they regularly swapping things in and out, or are they committed to a few SKUs?

3) If you ran multiple existing-subscriber promotional campaigns – discounts, free GWP, etc – look for trends across your top performers. What types of subscribers responded best to these campaigns? Which promotional offers did they prefer? Is there a relationship between X type of promotional offer and delivery at Y timing in the customer journey

4) What actions were customers taking most in your customer portal? Did you have high skip/pause rates? How can you incentivize subscribers to make those transactions instead of skipping them

5) Review your subscriptions by subscription timing data. Did a significant amount of subscribers adjust their subscription timing during the lifecycle? How could you use this data to refine your acquisition offerings, or better educate existing subscribers on regular product usage?

Stage 3: Subscriber Churn

1) When in the customer journey are customers churning? After how many orders, months, or $ spent? Review data not only by timing, but also selected cancellation reason. How can you proactively intervene to prevent this churn? 

2) Were there specific days, weeks, or months where you saw notably high churn rates? What might have triggered that trend? 

3) Which of your products are associated with the highest rate of customer churn? 

4) Dig into churn by acquisition cohort, then map back to the acquisition efforts you ran that month. Which campaigns, channels, or pages seem correlated to high-churn cohorts?

5) What were your top 2-3 most frequently reported cancellation reasons in 2023? What tools or strategies can you leverage to directly address these subscriber concerns?

Stage 4: Winbacks & Re-Acquisition

1) Review your winback data. Which channels were most effective for re-acquiring churned subscribers?

2) Drill down into successful winbacks based on customer type. Segment based on purchase history, time on subscription, reported cancellation reason, etc. Which types of winbacks were most effective for these customer cohorts?

3) Review winbacks by month. Were there specific times last year that customers acted on winback offers? Why might that be the case?

4) Review time between cancellation and winback. Did you test sending winback offers based on specific triggers, or a variation of dates after cancellation? Where are the trends in conversion?


Find Out More About How Stay Ai Can Help You Make More Subscription Revenue in 2024

Stay Ai is more than just a subscription app — it’s a powerful revenue generation and retention marketing tool. AI-powered features enable you to effortlessly turn your subscription program into an optimized performance channel, so you can spend your workdays focusing on the the big decisions that AI can’t make for you.

At the end of the day, Stay is designed to make you more money, while ensuring that your customers have an unparalleled subscription experience along the way.

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Blog/9 High-Converting Subscription Buy Box Examples from 2023’s Top DTC Brands

9 High-Converting Subscription Buy Box Examples from 2023’s Top DTC Brands

How Stay Ai’s Flexible Buy Boxes Turn Your Shoppers into Long-Time Subscribers

For brands that live and die by customer loyalty, subscriptions hold a key to unlocking a stream of recurring revenue. But the million-dollar question — quite literally! — is: “How can I transform a casual shopper into a subscriber?”

Cue the buy box on your product pages — that’s where you can expose customers to your subscription program’s value at a glance, encouraging them to opt for recurring orders over a one-time purchase. At Stay Ai, we’ve got years of experience optimizing ecommerce sites for maximizing conversions, seamlessly funnelling shoppers through to checkout.

So, let’s look at some of our team’s best practices for crafting high-converting buy boxes, check out some of the best examples from Stay Ai merchant brands, and dig in to the design, functionality, and offer messaging that turns a browser into a loyal brand advocate.


Best Practices for a Stunning, High-Converting Subscription Buy Box

Before we explore specific examples of top-performing subscription buy boxes from ecommerce brands, let’s tackle a quick rundown of proven buy box best practices.

1. Default to the subscribe-and-save option.

The default option a new customer experiences on their first visit to your PDP has strong influence on the buyer’s decision making. To state it simply, shoppers tend to prefer the default option because it requires less cognitive effort. Even though you’re the seller that’s making the recommendation, customers love being guided towards the “best deal”, what’s “recommended”, or what’s “most popular”. Defaulting to a subscription purchase – when paired with highlighted subscription benefits, like a discount – makes customers consider why they wouldn’t act on snagging a better deal.

2. Incentivize subscription purchases with side-by-side comparison pricing.

Be sure to highlight the savings a customer will receive with ordering their product as a subscription, rather than a one-time purchase. Typically, we see that the highest-converting buy boxes feature some sort of pricing strike-through to reinforce the discounted pricing of the subscription offering. We also recommend A/B testing information on your PDP and subscription landing page to determine if your customers are more likely to convert when offered a % off discount, a $ off discount, or just comparitive pricing. No matter how you slice it, highlighting the savings a customer will recieve with a subscription order is a critical way to emphasize the long-term value and cost effectiveness of a subscription purchase.

3. Highlight the most popular delivery cadence.

Similarly to point #1, customers respond well to recommendations and direction, as it enables them to feel confident in their purchasing decisions. This is especially effective for first time buyers, who may not have an idea of their future product usage yet. Guide customers to the frequency option that you’ve seen result in the highest retention rate from other subscribers, and you’re no only more likely to make the sale – you’re more likely to keep that customer subscribed for the long haul.

4. Showcase your subscription program’s unique benefits.

Beyond your subscribe-and-save discount, make use of the real estate on your buy box to call out the exclusive benefits subscribers receive, such as early access to new products, lifetime free shipping, or surprise free loyalty gifts. This further woos new customers by emphasizing that in addition to a sweet discount, they get other perks too! If you’re looking to freshen up your program’s perks, check out this article with 15 unique ideas for subscription program benefits.

PS: If you’re working on optimizing your subscription website, check out this article highlighting the best practices for creating subscription PDPs, straight from the experts!


Stay Ai Showcase: 9 Top-Notch Buy Box Examples from Leading Subscription Brands

First Day’s unique design nudges shoppers toward savings

Multivitamin brand First Day has truly raised the bar with their buy box design. With its sleek, tab-based layout that defaults to subscribe-and-save, it gently nudges shoppers toward the subscription option by highlighting cost and other benefits. Eye-catching? Check. User-friendly? Check. It’s built to make understanding the perks of subscription as easy as popping your daily vitamin.

Truvani takes an elevated approach to on-site subscriber acquisition

Personal care brand Truvani takes an unconventional approach to PDPs by crafting them like conversion-optimized landing pages. With intuitive radio buttons, it’s easy for customers to toggle between subscribe-and-save (the star of the show) and OTP so they can find the right option for them. The cherry on top is the “See all benefits” button, which puts customers right in the midst of subscription value messaging. All in all, it’s a stellar example of user-centric, subscription-forward design.

Dose maximizes impact with a minimalist design and program precision

A brand renowned for its minimalist yet compelling approach, Dose extends that ethos to their buy box design while highlighting subscription savings and customer flexibility. And when it comes to delivery cadence, Dose is precise, with a schedule optimized based on customer usage data. In short, Dose is a poster child for how clean design, crystal-clear messaging, and a customer-first approach can woo subscribers and make them fall head over heels.

Copper Cow Coffee brings shoppers an intuitive, optimized experience

Copper Cow Coffee serves up a subscription brew experience as smooth as their coffee. Front and center in their buy box, the Sub & Save option takes the spotlight, making it the first thing customers see. And if customers want to pick up the delivery beat? Easy-peasy with their convenient drop-down menu. Finally, they emphasize subscription value props, sweetening the deal with things like free samples to entice shoppers to commit.

Feel Goods incentivizes subscription with more savings and more flexibility

Supplement brand Feel Goods’ buy box really shines with an ascending savings structure — the more you grab, the more you save — to highlight the cost benefits of larger quantities. Shipment flexibility is built right into the drop-down menu, allowing customers to set their own subscription rhythm. Plus, we love how the brand weaves in subscription value props, with a free first-order gift offer limited to higher quantity subscription orders. 

Happy Viking delivers a buy box that makes shopping more fun

Happy Viking’s protein powder buy boxes are one touchpoint in a subscription experience that’s as rich and rewarding as their flavors. They drop shoppers right into a bundle builder, inviting them to mix, match, and subscribe in one fell swoop. Plus, this gamified page makes it even more tempting for customers to stock up as they see their order getting closer to the free shipping threshold. And when it comes to price? It’s even easier for shoppers to understand how much a subscription will save them, with “per meal” cost comparisons.

Sweetkick speaks their shoppers’ language with health & value messaging

Sweetkick really gets their sugar-conscious crowd. Their buy box speaks directly to the health-savvy, spotlighting the must-knows like protein and fiber right upfront. It’s not just design, it’s their mission in action, ensuring customers seeking healthier alternatives are well informed from the start. Bulk buying gets a sweet twist here, with ascending savings so the more they buy, the more they save. And the brand smartly reinforces their subscription value props right underneath the product photos, so customers are consistently reminded why they should subscribe. 

Graza’s buy box encourages bulk buying for extra savings

Graza, A.K.A. DTC’s favorite olive oil brand, is serving a buy box that’s as smart as their internet-loved squeezable bottles. With a subtle nudge toward quantity, the brand’s arranged their quantity options to make bulk buys look extra tempting — marrying free shipping with sweet savings. And for customers, selecting their desired delivery cadence is a breeze. The drop-down delivery frequency menu puts options right at their fingertips so they can tailor their delivery schedule to their unique needs.

Calming Co makes subscription a sweeter deal with a free first-order gift

Wellness brand Calming Co. has a buy box designed to spotlight subscription savings. Instead of sticking to price strike-outs for overall orders, they include a “per stick pack” breakdown for a clearer way to compare across options. Front and center, they flaunt the perks, like the freedom to “cancel anytime” and “invest in your long-term health & well-being.” Finally, a gift on first-time subscription orders incentivizes the leap to subscription while adding overall value.


Wrapping Up

If subscription is a driving factor in building relationships with your customers, the importance of a well-crafted buy box cannot be overstated. 

Stay Ai’s subscribe-and-save buy boxes are the VIPs of the ecommerce world. They’re not just boxes — they’re canvases for creative functionality, blending standout designs, slick experiences, and the kind of offer messaging that makes subscribers click ‘yes’ in a heartbeat. 

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Blog/Product Update: Refined ExperienceEngine Analytics, Transactional Banner Ads, and More

Product Update: Refined ExperienceEngine Analytics, Transactional Banner Ads, and More

While you’ve been cooking up your BFCM plans, the Stay Ai team has been working behind the scenes to further enhance your subscribers’ experience.

At Stay Ai, we are committed to continuously innovating the ways you can craft a premier customer experience for your subscribers. We’re so excited to showcase the latest and greatest updates to Stay Ai that will enable you to further enhance your customers’ experience in their customer portal.

To get started, let’s explore what your customers will see with these updates.

Enhancing the customer portal

Subscribers are some of your most loyal customers – which means they deserve an optimal customer portal experience. Some of our newest updates include customer-facing enhancements. Check then out here:

Add product from banner ads

Customers can now click the banner ad in their customer portal and directly add the featured product to their upcoming order, either as a one-time or subscription product.

ExperienceEngine promotions in-portal

ExperienceEngine promotions are now highlighted for subscribers in the customer portal. After clicking a an email with a promo offer, customers will be directed to their portal, in which a pop-up modal will highlight key promo information. Within this new modal, customers can either accept or decline the offer as well as see information regarding the offer – whether it has expired or if they’ve already accepted the promotion.

See shipping restrictions

Customers will now get a new error message notifying them if they have input an address from an excluded country or state. As a merchant, you can customize this further, as we’ll see in the next section.

Ultimately, you are in the driver’s seat for customizing the customer portal, creating promotions, and using the metrics available in Stay Ai to determine success. Our next list of updates will walk you through new updates to your tools within Stay Ai’s platform.

Enabling you to drive the customer experience that fits your brand

Whether it’s with promotions powered by Stay’s ExperienceEngine or adding new Klaviyo event triggers, our team is always hard at work to make sure you have everything you need to understand your customers better and offer valuable experiences to them. We’re stoked to bring you several updates to your own processes within Stay Ai’s platform, so you can craft the subscriber experience that you know your customers want.

Refined experienceEngine analytics

With our upgraded ExperienceEngine analytics interface, now you can more clearly delineate a promotion’s take rate, how the promotion impacted subscriber loyalty, and how the impact of customer value post-promotion.

Customize ExperienceEngine modals

Along with an improved customer experience when it comes to accepting ExperienceEngine-served promotional offers, you can now fully customize how promotional offers are displayed from the merchant portal. This update enables you to change the messaging on the promotion announcement displayed in each subscriber’s portal, customize modal icons, and switch up various design and color elements.

Apply shipping limitations to exclude areas

We’ve added a new section in Settings → Shipping Plans to apply limitations to your shipping offerings. You can now exclude countries and states from your shipping parameters to ensure customers won’t modify their address to ship to any excluded areas.

Warn customers when products are out of stock

Keep customer frustration over missed shipments or their favorite product being out of stock down. Now, you can mark products and variants as out of stock and enable your customers to make swaps when that happens with a new merge tag on emails that will pull from both Shopify and Stay’s ‘out of stock’ products.

Added Klaviyo event triggers

In addition to these updates, we’ve also added new Klaviyo event triggers that push several event data points from Stay Ai to Klaviyo. These new events include:

Payment method expiring
If a subscriber has a payment method due to expire within the next 30 days, you’ll be able to trigger emails notifying customers that their payment method is expiring soon, and nudge customers to update billing/payment information before charges are triggered and fail.

Promotion applied
This event passes a significant amount of promotion-related information from Stay Ai to Klaviyo, including: promotion item names & variant IDs, the number of promotions opted into, the count of all promotions offered for the subscriber, the promotion types (free versus discount % vs $ off, etc), promotion discount values, promotion item prices, and more.

Item out of stock
If you prefer to send all subscriber communications from Klaviyo, you can now send out-of-stock notification emails to customers from Klaviyo, in place of OOS notification emails built in Stay Ai. The data passed with this event indicates if one or more items in a subscriber’s order are out of stock.

Using this email, you can inform subscribers of stock outages that affect their upcoming order, indicate how this will impact the fulfillment of their order, and even nudge the customer to modify the items in their order to an in-stock item instead.

Order partially fulfilled
Last one for our Klaviyo lovers! Now, you can send partial order fulfillment notifications to subscribers from Klaviyo, in place of partial fulfillment emails built in Stay. The data passed in this event indicates if a subscriber’s order has been partially fulfilled due to stock outages. This new event indicates which items have been fulfilled, and the dollar value of the items fulfilled.

Using this data, merchants can trigger emails that inform subscribers of partial order fulfillment, indicate which items will be included in their upcoming order, and share the updated total of their order. 

Wrapping it all up

Each of these updates have been created to further our mission of helping brands like yours boost customer AOV/LTV, improve retention rates, crush churn, and craft a dreamy subscriber experience. If you’re looking for some more tips on how to make the best use of these new rollouts, we recommend checking out these blog articles:

ExperienceEngine Promotions
A/B Testing Tips: 8 ExperienceEngine Promotion Ideas for Boosting LTV & Fighting Churn
12 Unique Ideas to Surprise & Delight Your Subscribers
How These 10 Top Brands Use ExperienceEngine to Enhance Their Subscription Programs

Banner Ads
9 Ways to Use Customer Portal Banner Ads to Boost AOV (+ 32 Examples)
See How These 17 Brands Designed Their Eye-Catching Customer Portals

Subscription Email Marketing
Top 9 Subscription Email Notifications from Brands on Stay Ai
9 Email Segmentation Ideas for Engaging Current or Churned Subscribers

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New to Stay Ai? Ready to capitalize on these updates and so much more from Stay? Click the Get Started button below to get in touch with our team of subscription and retention experts.

Blog/9 Tactics to Turn One-Time Buyers into Brand Subscribers

9 Tactics to Turn One-Time Buyers into Brand Subscribers

Acquiring customers isn’t easy, especially with the rising expenses around capturing consumers’ attention where they are. But once you’ve gotten a buyer’s interest, how can you move them from their first purchase into a regular subscription?

Great products hook customers, but exceptional experiences make them stay. If you want to convert one-time buyers into subscribers, here are some tactics the top-revenue generating brands on Stay Ai swear by.


1. Trial or Starter Kits that Rollover to Subscription

Hook customers by offering trial kits that seamlessly roll over into a full subscription, sprinkled with personalized tips and exclusive sneak peeks. Bundle everything your customers need to get started, then leverage a workflow automation to switch buyers to a regular subscription shipment after the trial period ends.

Clevr offers customers the option to order starter kits as a one-time purchase or subscription – but once those one-time buyers have tried a few products, they’re hankering for more each month. Product education via email and SMS goes a long way when upselling customers from a trial starter pack to a recurring subscription.

2. Free Gift on Subscription Signup

Roll out the red carpet with a warm welcome gift! It’s an instant joy-spreader and a fabulous way to kickstart the subscriber journey. For brands with high same-day or 1-month cancellation rates, offering a bonus on the second order helps ensure subscribers don’t cancel right away, just to take advantage of the initial gift or discount.

Run Gum has a very generous offer for their new subscribers – free gifts with both their first and second recurring order. This not only helps them acquire subscribers, but also introduces new flavors to their customers – flavors they’ll be tempted to add on to their upcoming subscription order, boosting that juicy AOV!

3. Introductory Discount

Entice shoppers with an irresistible introductory discount. One caveat is that this can increase your number of same-day cancellations, so only use it if “you know that people who try your product have a very good experience and your churn rate is low,” recommends Zach Stuck, Founder of top ecommerce agency Homestead.

Buoy’s introductory discount includes an “eco-friendly” welcome gift on month one, then moves subscribers to a standard shipment of just 3 bottles of product starting on month 2. This is an especially effective tactic, as it helps subscribers to begin building a daily routine with their hydration drops.

4. Bundle & Save Options

Who doesn’t love a bargain? Curated bundle offers can be a total hit, enticing customers to explore more while saving big. Customers are also far more likely to subscribe to a brand when they have the opportunity to build a bundle of just the products they love. See the example from Mad Rabbit below.

Beekeeper’s Naturals offers a variety of curated bundles for both one-time purchase and subscription, enabling customers to test out products and build the usage routine of their choice.

The Beekeeper’s Naturals team has leveraged a variety of Stay Ai’s out-of-the-box revenue-boosting features, resulting in 62% growth in monthly recurring subscription revenue. Click below to read the full case study.

Read Beekeeper’s Naturals Case Study

Another bundle technique: let customers build their own bundle and realize extra savings on exactly the products they want. Mad Rabbit allows customers to shop from a variety of curated bundles, or create a custom order using the Build Your Own Bundle tool. In building a custom bundle, they can watch in real-time as their subscribe & save discount is dynamically calculated.

5. Leverage SMS for Subscription Upsells

If we’re being totally honest, we know our customers’ email inboxes are flooded. SMS alerts stand out in a world swamped with email. A direct nudge can sometimes be all it takes to steer a one-time-purchaser towards subscription.

Kaged strategically texts their one-time-purchase customers after they’ve had some time to use the product, reminding them of the brand’s subscription discounting and promotional offers. A simple nudge like this is quick to set up, extremely effective, and an easy way to get some subscription acquisition wins with little manual effort.

6. Exclusive Subscriber Promotions

Give subscribers a VIP pass to exclusive promotions. Subscriber-only perks leverage FOMO to entice one-time buyers to take the next step. For a deeper dive into subscription program perks, check out this blog article with 15 unique ideas.

On Graza’s subscription webpage, they highlight a unique subscriber benefit – “goodies from Graza”. Goodies include subscriber-exclusive discounts, and free gifts, such as cookbooks and treats.

7. Implement a Loyalty Program

Turn your customers into fans with a loyalty program that rewards and incentivizes them at every step. Keep it personalized and aligned with their preferences for that extra special touch.

In addition to their subscribe & save program, Harmless Harvest has a robust loyalty program for their dedicated customers. The program is free to join, and enables customers to earn “Harvest Coins” with each purchase, which can be cashed in for discounts on future orders.

8. Create Subscriber-Exclusive Perks & Events

Create a buzz with exclusive events and perks. Your relationship with your subscribers doesn’t have to be about just the products; it’s about fostering a community that thrives on exclusivity and connection.

Surely’s subscription program – aptly named the Wine Club – comes with a variety of unique benefits for customers. Subscribers gain access to virtual wine tastings, an online members-only community, happy hours, drink recipes, and more. Wine Club members also get to vote on the future of a lot of these perks, like new flavors, Surely merch, and upcoming events.

9. Feature Subscriber UGC

Spark conversations and built trust with user-generated content. The purpose? “[Show] the value of your subscription: ‘Here’s why you need this product in your pantry consistently.’” — Jess Cervellon, VP of CX, Feastables

Tenzo places subscriber reviews front-and-center on their homepage, some with more “subliminal” messaging than others. A strategy like this is especially effective for products that work best when used on a regular routine – like supplements, skincare, and so forth. This messaging not only assures the customer that they’ll like what they’re about to purchase, but inspires that “Sounds really good, so I might as well get the discount!” feeling, too.


A few final thoughts from our experts in the field…

Consider the Subscriber Experience

“One of the most tried and true ways [to turn a one-time buyer into a subscriber] is to make sure they have a really excellent experience with your product that convinces them they need to use it on a continual basis. Most subscriptions offer a thinly veiled promise and don’t give the customer a true reason to ‘keep it coming.’” — Daniel Okon, Founder & CEO, Activ

💡 Pro Tip: Overpromising and underdelivering is a surefire way to boost your churn. Be mindful about your pre-purchase messaging regarding product and customer experience.


Pinpoint the Right Timing

“The best times in the customer lifecycle to send these messages is related to consumption frequency. We have to ask them to buy again at the right time, versus just being greedy and missing the mark.” — Shray Joshi, Founder & CEO, Good Peeps

💡Pro Tip: Don’t go all willy nilly with your customer communications; leverage the product usage data at your disposal.


Emphasize Subscription Program Benefits

“[Showcase] the benefits of being on subscription: always 30% off, always free shipping, free cancellations, free gifts… I think that’s helped us turn more people into subscribers.” — Ashvin Melwani, Co-Founder and CMO, Obvi

💡Pro Tip: Just because you know your subscription benefits by heart doesn’t mean your customers do. Don’t be afraid to remind them and boldly highlight benefits on any relevant brand assets.


Looking to acquire more subscribers, or scale up your subscription program’s profit margins? Stay Ai’s out-of-the-box tools are designed to boost your subscription revenue, while delighting your VIP customers.

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Supercharge Your Subscription & Retention Strategy with Stay AI

Blog/Best Practices to Improve Your Subscriber Experience

Best Practices to Improve Your Subscriber Experience

Anticipating exactly what your subscribers want is always a challenge — especially if you don’t have built-in testing functionality like Stay Ai’s.

Across the team here at Stay, we’ve worked with hundreds of subscription brands, and we’ve done a ton of experimentation. That’s why we’ve got perspective on some of the best practices to lean on as you continue to build and audit your subscriber experience.

We pulled together the 8 foundational best practices for subscription programs. Let’s dig in.

1. Make your website super user-friendly.

After your ads of course, your next big customer touchpoint is your website. It’s critical to reduce purchase friction with a simple, UX-optimized subscription buy box — and make sure it works just as well on mobile! Clean and intuitive design goes a long way. A few tips:

– Auto-default selection to your subscribe-and-save option
– Make it super clear how much customers can save on subscription
– Highlight a section on subscription program benefits

2. Be transparent, clear, and proactive with all messaging.

Confused customers turn into churn customers very quickly. Your subscribers need to understand your subscription terms, pricing, renewal frequency, and cancellation policy at a quick glance. Pro tips here:

– Create a dedicated section or page on your website for general subscription program information, terms, and FAQ. (This also helps reduce CX workload!)
– Use email & SMS to inform customers of upcoming charges, stock outages, and anything else important going on.
– Restate at checkout that customers are purchasing a subscription, and include messaging on how they can make changes to future orders.
– Send a post-purchase email notification linking directly to customer portal login right after checkout, so folks don’t get lost.

3. Give customers flexible, easy-to-manage subscription experiences.

If you can, let customers build their own subscriptions based on SKU and delivery cadence preferences. And after they’ve purchased, prevent customers from churning by allowing them to to make changes to their subscription or upcoming orders within minutes. Here’s how to make it happen:

– Work through your subscriber experience yourself, from the prospective of a customer, and see how many steps it takes you to complete commonly desired actions. Ideally, a customer should be able to get things done in a few clicks.
– Check out your customer portal, and make sure it’s easy to swap items, gift an upcoming order, change the upcoming order date, or pause a subscription. These are all critical actions for preventing churn.
– Send customers emails with Klaviyo Quick Actions for applying discount codes, adding items to an upcoming order, delaying orders, or getting orders even faster.
– Educate subscribers on the changes they’re able to make, and how they’re able to make them. Just having the buttons in your portal often isn’t enough. Onboarding sequences via email or SMS reminders are both great channels for communicating this info.

4. Continue to personalize the subscriber experience.

Make your VIPs feel seen as much as you can. The more personalized your communications and offer recommendations are, the easier it is to build customer loyalty and boost conversion rates. How to do it:

– Don’t just sling random product recommendations to your MVPs. Tailor product recommendations based on customer preferences and/or purchase history for better outcomes.
– When it comes to content marketing, make sure you’re segmenting your customer groups meaningfully, so you’re floating the right things at the right subscribers. Example: your beauty brand’s moisturizer-buying customers should not be getting emails about how to best use your gel nail polish.
– Make subscribers feel special. Target specific customer groups with unique discounts, offers, and free gifts to enhance their experience. Example: create a targeted email promotion for protein powder purchasing customers to add a pre-workout sample to their next order for a few dollars.

At the bare minimum, one simple way to personalize subscriber communications is to list the product(s) a customer will receive in their upcoming order email.

5. Ensure customer support is a breeze.

In 2022, Salesforce found that 80% of consumers will continue buying from a brand even after they make a mistake — but only if they receive excellent CS support to resolve the issue. One of your core goals as a DTC brand should be offering most frictionless path to solving customer concerns as possible. Some recommendations:

– No matter what tech stack you use, give your CX agents unified channel visibility, so they always have the full context/history on each customer.
– Connect your subscription app and your CX helpdesk. Then, empower CX agents to manage orders and make decisions around returns, discounts, etc. (Stay Ai integrates with Gorgias and ZenDesk for this reason).
– Avoid canned, lifeless messaging as much as possible. From a customer’s perspective, there’s nothing worse than being frustrated, and having to communicate with someone that feels like a robot.
– Consider offering your brand’s subscribers front-of-the-line treatment in the CX queue.

6. Keep engaging with customers after they purchase.

Don’t go ghost after your customers complete checkout. Building customer loyalty really happens after that charge goes through. Ideas:

– Keep subscribers updated from order fulfillment to doorstep by providing tracking information and order updates in real time.
– Segment customers and build email flows with ongoing product education, based on the product(s) or product line(s) they’ve purchased.
– Offer subscribers the opportunity to participate in a loyalty or referral program.
– Reward subscribers for following your brand on social media, or signing up for your SMS list.
– Add banners to your customer portal with product launch information, special deals, or anything exciting going on at your brand.

7. Test, review, and optimize. Treat subscription as a performance channel.

The biggest mistake we see in the subscription market? The “set it and forget it” mentality. Your subscription program should be tested and optimized, just like any other lever of your business. Some of the biggest wins we’ve seen have come from:

– Running buy box, banner, and pop up tests on web for subscription enrollment
– Tinkering with pricing, messaging, and product bundling to see what performs best
– A/B testing upsell or one-time purchase offers with your subscriber base
– Testing discounted product or free gift with purchase offers to proactively combat churn

8. Collect feedback and review it regularly.

Nudge customers to provide feedback. Reviews on your overall brand, individual products, and your CX experience are immeasurably valuable. But don’t let that feedback go to waste. Make sure you’re collecting these learnings effectively, so you can actually review and improve your products/service moving forward. A few examples:

– Implement a cancellation survey with selectable cancellation reasons to learn why subscribers are churning.
– Integrate a post-purchase survey to gather more information on your customers and their preferences, for deeper personalization opportunities.
– Add a post-CX NPS scoring process, so you can learn how to better serve your customers.


We’ve said it before, and we’ll say it again. Loyalty and retention are long game plays – but it’s always better (and cheaper) to retain a valuable customer than acquire a new one.

Looking to boost your subscription retention rate, or provide a top-tier subscriber experience? Stay Ai’s out-of-the-box tools are designed to boost your subscription revenue, while delighting your VIP customers.

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Blog/Leveraging Email Notifications to Improve Your Subscriber Experience

Leveraging Email Notifications to Improve Your Subscriber Experience

Stay Ai’s automated subscriber email notifications keep customers up-to-date with everything they need to know about their subscription: upcoming charges, out-of-stock notifications, payment failures and more.

With Stay, you can easily automate email notifications based on any of the following triggers , which can be toggled on and off at your preference.

  • Order Activation
  • Upcoming Charge
  • Subscription Cancellation
  • Payment Processed
  • Item Out of Stock
  • Payment Declined
  • Account Access
  • Security Code
  • Prepaid Order Fulfilled
  • Prepaid Order Completed
  • Order Partially Fulfilled
  • Gifter – Thank You
  • Giftee – Gift Received
  • Gifter – Gift Sent
  • First Giftee – Gift Received
  • First Gifter – Gift Sent
  • Gifter – Last Gift Sent

With Stay’s drag-and-drop editor, brands can easily build beautiful, optimized emails that capture their tone of voice in minutes. Dynamic blocks seamlessly integrate subscription information, and the integration between Klaviyo and Stay makes sending them a breeze. 

Olipop – Upcoming Charge

What we love:

  • Fun, branded header image to get customers excited about their upcoming shipment
  • A reminder about adding, swapping, and other subscription management capabilities, so customers know they can personalize their order
  • A clean CTA – “Manage Subscription” – at the bottom, to direct customers to their self-service subscription portal
  • Support contact information, in case customers need help making changes

Momofuku – Item Out of Stock

What we love:

  • Eye-catching and mouth-watering header image
  • Lighthearted header & body copy
  • Information highlighting that the customer’s order will be delayed due to the stock outage
  • A clear CTA encouraging the customer to swap for an alternate product that’s in-stock
  • Friendly footer encouraging the customer to reply directly to the email with any questions or concerns

Aura Bora – Subscription Cancelled

What we love:

  • Simple, clean, clear, and on-brand
  • Kind, gentle, and non-pushy copy
  • Easy CTA button linking to customer portal, so cancelled subscribers can re-subscribe

A Pup Above – Activate Your Account

What we love:

  • Beautiful and eye-catching design
  • Easy-to-read infographic informing subscribers of how their subscription works
  • 3 CTAs for a variety of subscription management options – account creation, order management, and SMS self-service subscription support – giving flexibility to manage their subscription via their preferred method

Alleyoop – Payment Declined

What we love:

  • Simple, clean, and clear design.
  • Friendly messaging
  • Bolded reinforcement of subscription value propositions.
  • Clear CTA linking customers to their self-service portal to update payment

Grinds – Upcoming Charge

What we love:

  • Eye catching, yet easy-to digest design
  • Icons to reinforce subscription value props within the email header
  • Direct CTA for customers to make any desired changes to their upcoming order
  • One-click add on buttons for customers to add cross-sold products to their upcoming order

V-Dog – Payment Declined

What we love:

  • Extremely adorable header puppy image – one V-Dog’s team knows will resonate with subscribers
  • Taking a lighthearted approach to a potentially sensitive message
  • Clear and bold CTA for customers to access the portal and update their payment method

L’Elevate You – Upcoming Charge

What we love:

  • Bright, attention-grabbing images
  • Clear, legible, and informative body text
  • Great example of a dynamic promo block featuring a free surprise and delight gift

Medterra – Upcoming Charge

What we love:

  • Beautiful product imagery to get customers excited about their upcoming order
  • Email copy, particularly the customer support section below the CTA, reinforces that relaxed vibe and makes subscribers feel taken care of

Ready to maximize the value of your subscriber communication?

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Blog/The Truth Behind Subscriber Churn: 4 Data Points You Need to Know

The Truth Behind Subscriber Churn: 4 Data Points You Need to Know

If your business strategy hinges on the subscription model, churn is always going to be a big concern. You need the right retention strategy — and you can get there… but not without really understanding and analyzing your existing churn. 

Let’s look at some of the most important metrics you’ll need.

1. Churn by Cohort

If you’re only measuring churn by calendar month — 15% in July, 14.5% in August, and so on — you’re missing another valuable set of data points: 

– The length of time your subscribers stick around
– Which orders they’re most likely to cancel
– Churn rate by number of shipments
– How many subscribers cancel after the first order but before the first recurring shipment

Bottom line: you need to identify the key drop-off points. Those will be pretty unique to every brand, but after working with hundreds of of them, we’ve noticed some recurring behavior patterns that can be helpful to understand. 

Brands will typically have two distinct points in the subscriber lifecycle that are especially important as you optimize your program: the churn cliff, and the churn plateau. 

Churn Cliff and Churn Plateau

The churn cliff is your steepest drop-off point. We see nearly across the board that the churn cliff happens early in the subscription lifecycle: typically between the initial order and the first recurring shipment. 

The churn plateau is the point in the subscriber lifecycle that churn — you guessed it — plateaus. After that milestone, the odds of churn decrease significantly. 

So essentially, we can think about the subscription lifecycle as a funnel to push subscribers from the first order, through an obstacle course, to the churn plateau and beyond.

2. Churn Rate by Product/SKU

You’ll also want to slice and dice your churn data by product. 

Let’s say you run the subscription program for a wellness brand, and your overall churn rate is 15%. What that doesn’t tell you? Subscribers to Product A might be churning at a rate of 7%, while Product B’s churn rate is much higher.  

This is important to know because, for one thing, it can identify issues with product quality, shipping, manufacturing, or a whole host of other things.

But this data can also surface patterns in preference. 

To build on the previous example, imagine your drink mix powder comes in two different flavors: mango and chocolate. If you see a much higher churn rate on the mango flavor, you might want to try to get the chocolate alternative in front of more people, sooner.

3. Churn by Cancellation Reason

It’s not enough to know “how many.” You need to know why.

This is how you’ll know if too many of your customers are leaving because of price, or if there are specific products in your catalog that typically see more churn. Then you can tailor the subscriber experience accordingly.

Keeping an eye on cancellation reasons is also another way to help you identify product issues.  For example, you might discover a production issue if you see a huge churn spike on a particular product at a particular time. 

4. Customer Lifetime Value

You pay so much to acquire your customers. You have to understand how valuable they really are. Your customer lifetime value needs to be high enough for you to make a significant return on your investment. If it’s not, you may need to restructure your subscription program or tweak some other pieces of your strategy.

Take Action on Data-Driven Insights to Keep Subscribers Longer

Leverage your churn data to identify patterns, understand the underlying reasons for customer behavior, and personalize the user experience accordingly, so you’re not just responding to churn — you’re addressing it proactively. 

How Stay Ai Helps Brands Easily Understand Their Churn

Stay Ai can deliver a wealth of insights into your subscription business, helping you improve your program and reduce churn.

Detailed Customer Insights:

Understand your subscribers’ behavior, including purchase history, product preferences, and engagement with the customer portal. You can use this information to identify high-value customers and proactively prevent churn

Cancellation Reasons:

Hear directly from your customers why they’re canceling their subscription, so you can optimize your program based on trends or tailor follow-ups and winbacks based on their reasons.

Churn Forecasts:

Stop spending so much time pouring through your data when with Stay you can easily see which customer segments are at risk, so you can take proactive actions to improve your program.

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Blog/Payment Failures & Dunning Settings: Maximizing Subscriber LTV

Payment Failures & Dunning Settings: Maximizing Subscriber LTV

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Without optimized dunning settings, you could be leaving money on the table.

It’s critical to keep an eye on payment failures and optimize your dunning settings, so you can maximize customer LTV.

First – let’s talk failed payments. Failed payments typically occur when a customer’s credit card expires or their card declines. Payments can also fail if the customer’s selected subscription product(s) are out of stock.

When a payment fails, dunning settings come to save the day. They’re the set of a rules a system runs for responding to, and actioning on, failed payments.

Dunning setting rules dictate:

  • how often you retry a payment method (i.e. – every X days)
  • how many times you retry that payment method (i.e. – X total times)
  • and lastly, whether or not the subscription should be cancelled after X total processing attempts.

So, why does this matter?

Too many failed attempts can impact your business. When Stripe, for example, sees a ton of failed payment attempts, they might think your business is up to something sketchy. Brands with high payment failure rates run the risk of being flagged by payment processors.

It impacts your customer experience. Depending on your settings and customer comm triggers, your subscriber might not realize their card expired/declined – leaving them to wonder why they haven’t gotten their favorite flavor of chips this month. This can lead to confused or grumpy customers, as well as more CX tickets in the queue.

You could be leaving money on the table. This is especially relevant when it comes to product out-of-stocks. If you aren’t notifying customers that their subscription product(s) are out of stock, it can impact their customer experience and inspire a cancellation. And if you don’t let customers know that you’re out of stock, you miss giving them the opportunity to swap their product(s) or agree to a partial order fulfillment.

Your subscription data gets wonky. So many brands neglect to cancel a customer’s subscription after X failed payment attempts, even after giving up on running the card. If that’s the case, when you dig in to your data, you’ll see an inflated number of “active subscriptions” — even if those folks haven’t been a legitimately active subscriber in months. We’ve seen this discrepancy as high as the thousands. For accurate forecasting and planning, you need the cleanest data possible – and cancelling those folks who are not actually paying for their subscriptions helps keep your numbers in check.

Failed Payments & Dunning Settings Best Practices: Recommendations

First, look at your Dunning settings: Check how frequently you retry cards, how many times you retry them, and (if anything), what happens after that. Here’s what our team has found in terms of best practices:

  • Trigger payment failure reminders every 6 days
  • Set your number of retries to 6 
  • Cancel the subscription after those retries have been exhausted

Here’s what that looks like inside Stay:

Billing-Dunning

After selecting these settings, make sure to adjust your email triggers accordingly. If you’re seeing a lot of card declines, we recommend setting up an auto-trigger email with a Klaviyo quick action directly to the customer portal, encouraging subscribers to update their billing.

Check out this example from Alleyoop below:

Alleyoop-Fail

Next, make sure to dictate how product stock should impact your billing. We recommend enabling “check product stock before billing”, sending customers notifications when products are out of stock, and enabling partial order fulfillment.

Here’s how that looks in Stay:

Stock-Settings

We also recommend setting up auto-trigger emails encouraging subscribers to swap their OOS product for something else.

Here’s an example email from Medterra:

Medterra-OOS-1

Wrapping it up…

TLDR: Failed payments and dunning settings are no joke! Dig into that data, tinker with those settings, and maximize that LTV.

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Blog/Making Data-Driven Decisions to Reduce Subscriber Churn

Making Data-Driven Decisions to Reduce Subscriber Churn

If your business strategy hinges on the subscription model, you have to work consistently to minimize churn’s impact to your bottom line. You can do that by leveraging data and analytics to pinpoint issues, derive insights, and refine the user experience for your subscribers.

Let’s look at an example. But first, let’s look at all the metrics you might make use of as you start to dig into the details of your churn.

This metric involves breaking your customers down into cohorts based on any number of factors, so you can identify the patterns and trends that might not be visible when looking at your customer or subscriber base as a whole.

Look at the churn rate for each cohort to help you identify specific issues impacting different groups. But don’t look for all bad news, either — this can also give you insight into how to make them stay.

Churn rate by product/SKU

One way you’ll want to slice and dice your churn data is by product. Let’s say you run the subscription program for a wellness brand, and your overall churn rate is 15%. 

What that doesn’t tell you? Subscribers to Product A might be churning at a rate of 7%, while Product B’s churn rate is much higher.  

This is important to know because, for one thing, it can identify product quality issues. If you see churn rates spike on one particular product, you can identify potential shipping, manufacturing, or a whole host of other issues.

But this data can also surface patterns in preference. 

To build on the previous example, imagine your drink mix powder comes in two different flavors: mango and chocolate. If you see a much higher churn rate on the mango flavor, you might want to try to get the chocolate alternative in front of more people, sooner. (We’ll cover that more later.) 

Churn by cohort

If you’re only measuring churn by calendar month — 15% in July, 14.5% in August, and so on — you’re missing another valuable set of data points: the length of time your subscribers stick around, and on which orders they’re most likely to churn. 

You need to know your churn rate by number of shipments. How many subscribers cancel after their first order but before their first recurring shipment? Where are other key drop-off points? 

After working with hundreds of subscription brands, we’ve noticed some recurring behavior patterns that can be helpful to understand. 

Brands will typically have two distinct points in the subscriber lifecycle that are especially important as you optimize your program: the churn cliff, and the churn plateau. 

The churn cliff is your steepest drop-off point. We see nearly across the board that the churn cliff happens early in the subscription lifecycle: typically between the initial order and the first recurring shipment.

The churn plateau is the point in the subscriber lifecycle that churn — you guessed it — plateaus. After that milestone, the odds of churn decrease significantly. 

Think about the subscription lifecycle as a funnel to push subscribers from the first order, through an obstacle course to the churn plateau.

How Stay Ai Helps Brands Easily Understand Their Churn

Stay Ai’s powerful analytics can deliver a wealth of insights into your subscription business, helping you improve your program and reduce churn: 

Detailed customer insights: Understand your subscribers’ behavior, including purchase history, product preferences, and engagement with the customer portal. You can use this information to identify high-value customers and proactively prevent churn.

Cancel reasons: Hear directly from your customers why they’re canceling their subscription, so you can optimize your program based on trends or tailor follow-ups and winbacks based on their reasons.

Churn forecasts: Stop spending so much time pouring through your data when with Stay you can easily see which customer segments are at risk, so you can take proactive actions to improve your program.

Use Data-Driven Insights to Optimize Your Program and Keep Subscribers Longer

In today’s competitive and fluctuating market, it’s rarely if ever profitable to focus on customer or subscriber acquisition alone. You need retention — and you can get there, with a deep understanding of your subscriber churn. 

Leverage your churn data to identify patterns, understand the underlying reasons for customer behavior, and personalize the user experience accordingly, so you’re not just responding to churn — you’re addressing it proactively. 

Embrace the power of data, gain invaluable insights, and navigate your business towards growth and profitability.

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