For brands offering subscriptions, every conversion represents a significant boost in recurring revenue. However, because subscriptions require more consideration from consumers than one-time purchases, even small points of friction can dramatically affect your subscription conversion rate.
I reached out to Nick Bélanger from Skio to get his expert insights on why a subscription offer might not be converting as expected.
Nick emphasized that it’s critical to focus on high-leverage opportunities first. With that in mind, here are Nick's top tips for optimizing subscription offers, using Semaine's product detail page (PDP) as a reference.
1. Visuals Matter: We Buy With Our Eyes
Before consumers even look at the offer, they are drawn to the imagery on the product page. If the visuals are poor quality or unappealing, customers won’t even consider the offer. Semaine does an excellent job here by blending high-quality lifestyle product images with visuals that highlight the product's key value propositions—such as effectiveness and ingredients.
A study from Shopify shows that high-quality images are one of the key factors in increasing conversion rates, especially for ecommerce subscription models. Visual appeal can be the difference between a bounce and a conversion, so invest in professional product photography that showcases your product’s benefits.
2. Create an Irresistible Subscription Offer
To encourage subscription sign-ups, your offer needs to be so compelling that it feels irrational to choose a one-time purchase. Start with a strong discount, but don’t stop there. Enhance the offer by adding perks like free shipping, VIP access, exclusive gifts, and guarantees that remove risk (such as "cancel anytime" or "guaranteed delivery").
Research from the Baymard Institute found that 48% of customers abandon checkouts due to extra costs such as shipping. Including free shipping in your subscription offer could help mitigate this issue. Also, by pre-selecting the subscription option, you can boost conversions as customers clearly see the added value of choosing this option over a one-time purchase.
Remember, FOMO (Fear of Missing Out) can be a powerful motivator! According to Psychology Today, FOMO often compels consumers to take action when they believe they might miss out on something valuable.
3. Encourage Bundling for More Value
Use pre-built bundles (like 1-pack, 2-pack, 3-pack options) combined with volume discounts (e.g., "buy more, save more") to help customers see the value of increasing their basket size. The bigger the order, the more they save—and the more you maximize your return on ad spend (ROAS).
Harvard Business Review highlights how bundling can increase perceived value and encourage customers to purchase more, ultimately benefiting both the business and the buyer. Bundling can also lead to better customer retention by ensuring that subscribers stay engaged and receive value from their purchase for a longer period.
Test, Test, Test!
Nick's final piece of advice: Always be testing. There's no one-size-fits-all approach to subscription optimization, and the possibilities for testing are endless. Test different offers, imagery, perks, and bundling strategies to find what works best for your audience.
If you're looking for more personalized subscription strategies, Skio is offering all Shoplift customers an exclusive lifetime savings of $100/month plus free white-glove migration. Ready to level up your subscription strategy? Chat with Nick here.
