The Unique and Only 24-step Subscription Offer Checklist - An Irresistible Homepage
Marco Basile - The Subscription Offer Man
The homepage is crucial to an excellent customer experience. Especially for organic traffic, it’s the first page people visit. It must revolve around your unique value proposition. This can vary slightly, depending on your product:
If it’s consumable or disposable, like supplements, then you’ll naturally end up promoting your subscription.
If it’s not, then you’re likely to increase your customer lifetime value with different add-ons and products over your main one, because you can’t sell a one-time product with a subscription aimed to sell disposable products, or at least, reusable ones.
That said, I encourage you to only push for subscriptions on your homepage once you have a decent loyal customer base. If people don’t know who you are, you will have a hard time trying to sell your products through a quiz or a subscription directly on the homepage.
The companies I profile here, especially Winc, have a home page entirely about their subscription offer, but they had to build a solid brand before getting there. Start with small tests and then ramp it up as you hit your KPIs.
Let’s dive in.
Step #1: Quiz
Integrate A Quiz In The First Section Of The Homepage:
Reason: you'll leverage the Barnum effect, a consumer psychology principle whereby people are much more open to buying your product if they feel it's customized to their own needs
Step #2: Just your signature...right here!
Ask for necessary information, and customize the guarantee.
Step #3: Decoy
Use the Decoy effect to make people buy the option you want.
Here, the monthly subscription doesn't include the toy and is 34.6% more expensive than the six-month pack and 52.2% pricier than the 12-month subscription. There's a $12/month difference between one and six months, but only a $3 difference between six and 12 months.
Step #4: How it works + Proof
Explain how your subscription works and add social proof.
Monthly dog joy is an intrinsic benefit, based on a specific need, and not a discount. For social proof, use metrics, photos, media press, and if possible short videos.
Step #5: Benefits
Talk about your membership benefits upfront. Use two levers raise motivation with bonuses and lower friction by making it risk free.
Step #6: Future-pacing
Explain how the future will look like with your product with a clear value prop, then use numbers to increase motivation and lower friction.
Just one quiz made of six questions to get four bottles trusted by 5 million people....
Step #7: Reassurance
Always give reassurance on what happens if things don't go as expected.
Replacing the product, switching anytime, or offering to send another package is a great start.
Step #8: Intrinsic motivation
Leverage our intrinsic needs of feeling superior, and being deemed as the elite. "Top-shelf", "your perfect routine", "premium ingredients" are all copy formulas that leverage our illusion of feeling superior to others, and that's why you become a member.
You've made it.
Want me to help you and your team increase your lifetime value by up to 3x building an irresistible subscription offer?
Then the 8-week Recurring Revenue Blueprint program may be for you. Keep in mind this is NOT for everyone, but only for 7-figure brands who nailed down their customer acquisition and they're now looking to focus on retention and long-term relationships with their customers.
Interested? Then use this big daunting button below to see if you're a good fit: