Turn first-time buyers into repeat customers
Your second sale is cheaper than your first. Five things to put in place so new customers come back on their own.
Read articleKey takeaways
- Subscriptions work best for products used up on a regular schedule.
- A 10 to 15% subscription discount is a common starting point.
- Offer two or three delivery frequencies, no more.
- Easy skip and cancel options build trust and reduce support requests.
Is a subscription right for your products?
Ask one question: do customers run out of it? Skincare, coffee, supplements, pet food, razors and cleaning products are natural fits. Fashion, furniture and one-off gifts usually aren't.
How much to discount
The subscription price needs to feel worth the commitment without eating your margin. Many brands start between 10 and 15% off, then adjust. Remember that a subscriber is worth more than a one-time buyer over time, so a slightly bigger first-order incentive can make sense.
Pick the right frequencies
Base your options on how long the product actually lasts. If a jar lasts a month, offer every 4, 6 and 8 weeks. Too many choices slow the decision, too few force customers to receive products they can't use yet.
Preselect the frequency that matches normal use. Most customers keep the default.
Present it on the product page
Show both options side by side, one-time purchase and subscribe & save, with the price difference visible. Add a short line explaining what happens next: delivery schedule, and how to skip or cancel.
Keep subscribers subscribed
- Let customers skip a delivery or change the frequency themselves.
- Send a reminder a few days before each charge.
- Add something extra over time: a gift on the third order, early access to new products.
Customers who can easily adjust their subscription are less likely to cancel it.
Launch with Amose
Amose Subscription adds subscribe & save plans to your product pages, and you can also offer subscriptions inside your bundles with Amose Bundle.
