The Art & Science of Subscriptions | What to Test to Grow Subscriptions (Part 2)

Knowing how to grow subscriptions comes down to science as much as art. In the second part of this two part dose, Matt explains what to test and how to test it within your program to see improvements on revenue and retention.

00:00 – The Science of Subscriptions
01:50 – What to test as part of the buying experience
02:50 – When to test upsells during the subscription purchase experience
03:25 – Pay attention to what products are already bought together or performing well
04:18 – For starter kits, testing what you include to improve conversions
04:30 – Testing product page design elements
05:30 – Instead of steep discounts, test including another product to improve the value
06:15 – Looking at different user segments to see which ones are the most valuable
07:20 – Testing questions on post-purchase surveys to understand customers better
09:11 – Science behind email marketing for upsells and offers during subscription
11:42 – Test what you include as part of the unboxing experience
12:51 – Retention testing starts with cohort segmentation
13:40 – Looking at what products perform the best on subscriptions
15:48 – Highlight the products and bundles that perform best
17:05 – Testing cancelation flows to keep subscribers longer
18:00 – If you’re under 1,000 subscribers, keep focused on acquisition
18:12 – Once you’re over 1,000 subscribers, pay more attention to the science
19:00 – The difference between art and science when building subscriptions

Sample cohort retention report: https://share.zight.com/Wnu6xb5d

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