How do I get more customers to subscribe on Shopify? Jordan Narducci, founder and CEO of DTCPG, says start with the discounts you're already giving away. The Absorption Company was stacking a bundle discount with a subscribe discount and telling shoppers it was 10% off. Their best product didn't even have a subscribe option. Jordan says fixing what was already there pushed opt-in above 50%, and the brand went from 18% to 73% in about six months. His audit sparked it, but he's quick to add he can't take full credit. Their team's execution did a lot of it.
So if you're asking yourself "what's a good subscription opt-in rate for a Shopify store?" or "how do I stop subscribers from canceling after the second box?", this episode is for you. Same goes if your subscribe and save is still a flat 10% you set and forgot. Jordan says those are his favorite brands to work with, because there's so much opportunity.
💡 KEY TAKE-AWAYS:
- The opt-in rate Jordan says means you've got a real problem, and the one product page setting he says can add up to 10 percentage points by itself.
- Why the welcome discount sitting in your email pop-up only reaches about 5% of shoppers, and what a Chewy executive told the Momentous team to do with it instead.
- What Jordan calls usage to frequency alignment, and why upselling a subscriber to a two-pack on a monthly cadence sets them up to cancel.
- Why Jordan says he's never seen quarterly subscriptions fail, and how his subscribe more, save more ladder can lift AOV without dragging down take rate.
- Why I think the first three months of a subscription work like a $50 bottle of wine, and what Fatty15 tells its customers to expect month by month.
- Why a skip isn't always a save, and why Jordan tests $20 off against 20% off once an order passes $100.
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🛠️ RESOURCES:
DTCPG: https://www.dtcpg.co/
Case studies: https://www.dtcpg.co/case-studies
Jordan on LinkedIn: https://www.linkedin.com/in/jordan-narducci/
Jordan on X: https://x.com/TheLTVGuy
DTCPG on LinkedIn: https://www.linkedin.com/company/dtcpg/
The Absorption Company: https://www.absorbmore.com/
GHOST: https://www.ghostlifestyle.com/
Momentous: https://www.livemomentous.com/
Chewy: https://www.chewy.com/
MOSH: https://moshlife.com/
Fatty15: https://fatty15.com/
Guest page: https://www.shopify1percent.com/guests/jordan-narducci/
TIMESTAMPS
0:00 Intro: what a subscriber is really worth
2:52 The 3 metrics Jordan checks first
8:40 What a good take rate looks like
14:15 Should you drop one-time purchase?
16:02 Why a skip isn't always a save
19:43 The Absorption Company: 18% to 73%
24:37 Subscribe more, save more and quarterly plans
31:03 Keeping subscribers past the second box
38:20 Building a cancel flow that saves people
43:41 Where to find Jordan
