30 APR 2024 · Whether you're new to content or crank out a blog article each week, growing organically is the dream for any ecommerce business. Josh Piepmeier is an SEO expert specializing in ecommerce and in this week's dose, he share the do's and don'ts of great SEO, plus how you can find better content opportunities for your brand within your niche. 0:00 Interview with Josh Piepmeier 0:23 Upzelo Loyalty, Referrals and Rewards Platform 1:44 Introducing Ecommerce SEO Expert Josh Piepmeier 2:32 Josh Talks About His Journey with SEO 4:46 https://trafficlighttracking.com/ 5:24 Where Does SEO Sit in the Marketing Funnel? 9:37 Driving Results with Pain Point SEO 11:35 What is Bottom of the Funnel? What is Top of Funnel? 12:22 What Does an SEO Plan Look Like? 13:17 SEO Content First Steps, Topical Authority 16:26 Content Priority: Pricing & Benefits 17:21 Using Brand Comparison and Defense on Brand Terms 20:02 Using Best of Lists for SEO 21:23 SEO and the Value of Founders' Stories 23:03 Taking SEO to the Next Level 27:05 Building on What's Working with Trafficlight Tracking 29:48 SEO Strategies for CBD 31:04 The #1 Reason SEO for CBD is Different 32:40 Finding Opportunity in Answering the Question 36:08 How to Prioritize Information Gain 40:22 Insights on CBD and Brand Comparison 43:12 SEO Starts with Figuring Out What's Working 45:03 Connect with Josh and Trafficlight Tracking 45:24 Upzelo Loyalty Platform: https://upzelo.com/ https://trafficlighttracking.com/ https://www.linkedin.com/in/holman-matthew/ https://twitter.com/subscriptiondoc Subscribe to my newsletter: http://thesubscriptjondoc.com/

23 APR 2024 · We've all had subscribers cancel because of too much product, but how do you craft an experience that lets customers order what they want, when they want it? In this week's dose, Matt dives into some of the ins and outs of getting subscribers on to the right frequency. Also, what that unlocks for LTV and other ways to sell products to capture better value up front. 0:00 How to Help Subscribers Find the Right Frequency 0:33 A New Solution Called Bottomless May Be the Answer 2:08 This Week's Dose: Creating an Experience That Allows Frequency to Align with Consumption 2:26 Why Frequency Is So Important, The Impact on LTV 5:52 What Brands Can Do to Counter Subscribers Having too Much Product 7:15 Upcoming Order Emails, Making It Easy to Delay A Shipment 9:37 The Problem with Pause 10:41 Cancellation Flows, Let's Find the Right Frequency For You 12:19 Educating the Subscriber on Frequency 12:39 Profitability and Frequency 14:45 Tactics for Improving Upfront Profitability 15:20 Enabling a Profitable Purchase Pattern 18:29 Dollar Shave Club's 7-Year Subscriber 19:34 What Part of the Subscription Are They Buying From You? Subscribe to my newsletter: thesubscriptiondoc.com Learn more about Bottomless at https://bottomless.com

16 APR 2024 · Join us for a special interview: a live audit of the Terraseed subscription program. Maria Cebrian is the founder and CEO of Terraseed, a vegan vitamin brand for adults and children. She peels back the curtain to have Matt dive into what is working and what could be better with her subscription program. 0:00:00 Guest Maria Cebrian, Founder of Terraseed 0:02:25 Introduction to Maria Cebrian and Terraseed Vegan Supplements 0:03:52 The Three Pillars of Terraseed: Vegan, Sustainably Sourced, Eco-Conscious 0:05:48 Don't Miss Out On Mission Driven Opportunity 0:10:50 Temperature Check - An Overview of Terraseed Subscription Health 0:15:58 The Subscription Doc Dives into the Terraseed Website: Live Subscription Review 0:18:18 Utilizing the Power of a Post-Purchase Survey 0:22:39 Analyzing Customer Retention by Using Stay AI Tools 0:27:30 Using Data to Keep Subscribers On Board 0:29:55 Finding Value From Why People Cancel 0:37:32 Insights Around Onboarding New Subscribers 0:44:03 Using Cancellation Offers to Retain Customers 0:49:28 How to Use Data to Identify and Prempt Trends 0:50:00 Keep Customers Excited with These Tips 0:52:20 Closing Thoughts from the Subscription Doc 0:53:42 Terraseed Vegan Vitamins & Supplements Learn more about Terraseed: https://terraseed.com Subscribe to the newsletter: https://thesubscriptiondoc.com

9 APR 2024 · Retention may be the focus for most subscriptions, but you can't keep what you don't acquire in the first place. In this week's dose, Matt sits down with Jordan West, the Founder of Upgrowth Commerce. As the owner of his own brands and agency, Jordan has some great insights on utilizing content and TikTok shops to get more customers. 00:00 - Scale creative and acquire more subscribers 02:15 - Jordan owns and works with a variety of brands 03:20 - Jordan's focus at Upgrowth Commerce 03:52 - How the 6th Habit - Synergy - drives Jordan personally 05:25 - How Jordan drives high-volume content through frameworks 06:46 - Sarah Levinger's methodology on psychology 07:23 - The Travers Method for Creating Content 09:30 - Starting with Image Ads for Testing 10:58 - Mining reviews for copy 12:08 - Taking Ads into UGC & Videos 14:01 - Difference between UGC and Customer Generated Content (CGC) 14:50 - Grab Jordan's content framework (for free) 16:52 - Leveraging Refunnel to create customer-generated content 22:31 - New sales for commerce starting with TikTok 26:20 - Using successful TikTok content in Ads 27:50 - A free plus shipping offer to get subscribers 29:30 - Subscription Offer: Get the First Order Free 31:23 - Utilize ManyChat flows to get messaging opt-ins 34:31 - Gathering information is invaluable for subscriptions Grab Jordan's content template here: https://docs.google.com/spreadsheets/d/1WrZhVx4NaA40MUi81macJmH2yYUaA7ZmysJhzD4tO50/edit#gid=209971653 Check out Refunnel at www.refunnel.com Connect with me and get more content at https://thesubscriptiondoc.com

2 APR 2024 · Most ecommerce brands take the same approach for subscriptions as they do one-time purchases, but that doesn't work. In this week's dose, Matt explains how subscriptions are different and what you need to know to be successful in them. This starts with looking at the end of subscriptions to better understand how to acquire subscribers. 00:00 How you can do better at subscriptions 01:20 The typical e-commerce tactic: facebook ads and email 02:35 Why the typical approach doesn't work for subscriptions 04:09 An example of how CAC and LTV work together 05:30 Why subscription CAC is typically higher 07:17 How the end of subscriptions will change how you acquire subscribers 08:42 The most common reasons for churn on subscriptions 11:35 Understanding what people value will improve conversions 13:40 What too much product can really mean 16:30 Can you develop an offer that is better for you and the customer? 18:25 How subscriptions add both complexity and insight into the purchase experience https://www.linkedin.com/in/holman-matthew https://twitter.com/subscriptiondoc Subscribe to my newsletter: https://thesubscriptiondoc.com

26 MAR 2024 · Email and SMS are your primary means of communicating with customers. Do you know what they're trying to tell you? In this week's dose, Matt sits down with the founder of Sendlane, Jimmy Kim, to talk all things email and sms communication. If you've been looking for strategies for better marketing and upsells, this is one you can't miss! 00:00 - Jimmy Kim, marketing message pro and founder of Sendlane 01:51 - How Jimmy started out in affiliate marketing 04:50 - The big question: hate your ESP or build your own? (Jimmy built his own.) 06:20 - The leap taking Sendlane into the big time 07:48 - Email, SMS, push notifications, Whats App... Sendlane's goal for Lifecycle Attribution 10:10 - How you can use customer sentiment to drive more revenue 11:25 - Avoid this big marketing mistake when sending emails and SMS messages 13:39 - Stop excluding subscribers from marketing campaigns 15:42 - Communicate more, because great products keep people happy 19:30 - Stop chasing open rates and pay more attention to actions 20:55 - Run this quick experiment to learn more about what customers want from you 24:30 - An example from Obvi - focus on what people really want 24:59 - With one link from SMS, how are you making the most of it? 26:30 - Stay focused on what customers value to drive up retention Learn more about Sendlane here: https://sendlane.com Connect with Jimmy on LinkedIn: https://www.linkedin.com/in/jkimsendlane/ Subscription Prescription https://thesubscriptiondoc.com - connect with us on social and subscribe to the newsletter.

19 MAR 2024 · 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 Subscribe to my newsletter: https://thesubscriptiondoc.com Join our workshop series, the Art & Science of Subscriptions: https://subscription-prescription.circle.so/events

12 MAR 2024 · Knowing what to focus on when building a subscription brand can feel both confusing and overwhelming. In this week's dose, part 1 of 2, he explains the difference between the art and science that goes into a subscription offering. This includes what you should be focusing on building, like the product, offer, and experience. 00:00 - The Art & Science of Subscriptions 01:38 - Why art is important for crafting subscription experiences 03:00 - How can we make a better offer on our subscription programs using art 03:55 - Battlox art form is positioning different box options and showing what you get each time 05:25 - The starter kit is another great art form to sell subscriptions 06:54 - Why starter kits work so well 07:25 - Dr. Squatch leverages build a box experiences as an art form to sell more 08:25 - Build a box versus starter kits - give or take away control 09:30 - Breakaway Matcha leverages a quiz to guide new customers 10:40 - The art of subscriptions will always come down to the offer 11:30 - The art of upsells 12:50 - Turn post-purchase surveys into information machines for your business (learn more about what people want!) 14:30 - Onboarding emails is a great touchpoint to improve overall experience 17:30 - Order tracking and upcoming order emails is a great opportunity to reinforce brand and value 20:00 - Initial interaction with the product is critical for long-term retention 22:00 - Why my first experience making a cup of matcha tea was so impactful 23:10 - Bumpin' Blends offer an immediate impact using their product 25:11 - What impact can you make right away when a customer opens their shipment? 6:38 - Art of managing the subscription is critical 27:50 - Battlbox gave away the chance to fire a tank as part of their subscription experience https://www.linkedin.com/in/holman-matthew https://twitter.com/subscriptiondoc Subscribe to my newsletter: thesubscriptiondoc.com Join us for the Art & Science of Subscriptions Workshop series: https://subscription-prescription.circle.so/c/the-art-science-of-subscriptions - 8 sessions - join us live or on demand

5 MAR 2024 · Thor Kellin is the CFO of XEndurance, a performance supplement used by our host Matthew Holman! In this week's dose, Thor shares the story of XEndurance's growth, the offers they use to convert subscribers and members, and how testing value offers drives so much growth for their brand. 00:00 - What is XEndurance 00:15 - Add another 10-15% to AOV with OneClickUpsell 01:30 - How their core product - extreme endurance - came to be 02:40 - XEndurance eliminates other sales channels to focus on the website and their membership program 03:30 - Ambassador program is launched 04:00 - Everything they put into a membership program 05:40 - Matt used XEndurance to do a triathlon in 2023 07:00 - Real danger in using XEndurance product is overtraining because you feel great 08:30 - Why Matt bought the membership product 09:25 - Thor and his team constantly think of how they can improve and add more value to the membership program 10:40 - Membership offer gives them LTV x2 per customer compared to others 12:50 - Membership is giving people more value but also introducing more products to them 16:00 - How they leverage Smartrr with analytics, subscriptions and a custom membership build 18:00 - Subscriptions still convert, but the membership offer is the upsell 19:50 - Their design agency Yonder crushed it for them 20:45 - How XEndurance keeps discounts light but keeps selling 22:30 - A great offer that doesn't include a discount! 24:10 - Initial membership success prompted a full website redesign Checkout XEndurance.com for a great supplement Get your first upsell funnel setup in under 10 minutes: https://oneclickupsell.com Subscription Prescription https://thesubscriptiondoc.com

27 FEB 2024 · We're joined this week by Lisa Mastela, the CEO and Founder of Bumpin' Blends. As a dietician and health advocate, Bumpin was started to make smoothies more accessible, and their growth is a testament to the quality of their product. In fact, keeping product quality top of mind is what leads their efforts to improve acquisition, retention, and the subscription experience. 00:00 - Introduction to Bumpin' Blends and Lisa Mastela 01:50 - How Lisa's work as a dietician launched her smoothie brand 04:24 - Why functional, frozen smoothies are best 05:40 - How a dietician launches a CPG brand compared to a business pro 08:40 - Launching locally in Los Angeles 09:55 - What their first offer and customer experience looked like 11:30 - Changing the subscription to match customer experience 15:20 - The ICP for Bumpin' Blends is two types of customers 16:45 - Why they aren't a typical 'health company' 18:35 - How we speak to smoothie drinkers versus health curious customers 22:40 - How their product let's them deliver on great promises 24:30 - How they build for different customer experiences 26:00 - Why variety is so important to acquisition and retention efforts 28:02 - How word of mouth is their #1 channel 30:01 - Product has to be good! 31:55 - Using Recharge Pro and custom build a box 33:20 - Better touch points on the subscription experience 34:20 - Don't ship frozen! But also, make the best product you can (a contradiction) 35:25 - Look at data, surely customers, AND find the answers you need 36:50 - People are mindful with their subscriptions - make it a part of their life Check out the State of Subscription Commerce 2024 Report courtesy of Recharge: rechargepayments.com/SubRx If you want to order one of these smoothies just like me, check out: https://bumpinblends.com/ Subscription Prescription https://thesubscriptiondoc.com