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How To Skyrocket Your Subscription Program

Author

Max Sturtevant
February 16, 2026

The Inbox Newsletter

Hey, it's Max from the Inbox Newsletter.

Most brands present "Subscribe & Save" and "One-Time Purchase" as two equal options sitting side by side on the product page.

The problem is that this forces the customer to answer a high-friction question: "Do I want to make a commitment right now?"

And when you frame it that way, most people say no because commitment is scary and a one-time purchase feels safe.

But the best subscription brands don't ask "yes or no" to subscribing. They assume you're subscribing and ask you which subscription option fits your lifestyle.

That small shift in framing changes everything.

Key Takeaways:

  • Stop presenting subscription and one-time purchase as equal options

  • Make subscription the dynamic choice with options and customization

  • Make one-time purchase the static, boring option

  • When customers interact with subscription toggles, they stop debating IF and start debating WHICH

Make Subscriptions the Obvious Choice

The one-time purchase and subscription options shouldn’t compete with each other. You should frame your subscription offer so it’s the default and obvious choice.

When a customer enters your funnel and your entire product page screams “subscription is the best option”… They just assume that this product is meant to be subscribed to.

They start customizing their subscription. They've already moved past the "should I subscribe?" question and started thinking about which subscription fits their life.

Here’s a few examples of brands doing this the right way:

Brands with Great Subscription Offers

Grüns

Grüns sells daily greens gummies, and their product page is a masterclass in subscription-first design.

Look at their toggle options. The primary choice isn't "Subscribe vs. One-Time." The primary choice is "One Person" vs. "Two People" within the subscription.

The one-time purchase exists, but it's pushed down below the main selection area. It's visually muted. It's clearly the worse deal ($54.40 vs. $40.80 for subscription).

The smartest part about this page is that the quantity customization only exists in subscription option. You can't buy a "Two People" one-time pack. That option is reserved for subscription-only.

So if you're shopping for yourself and your partner, the one-time purchase literally doesn't solve your problem. The subscription becomes the only logical choice because it's the only one with the feature you need.

Hiya

Hiya sells kids vitamins, and they've designed their entire product around subscription being the only thing that makes sense.

When you buy Hiya, your first order includes a refillable glass canister and a sticker pack for your kid to decorate it. Subsequent orders are refill pouches that go into the canister.

Notice the toggle: "Select Number of Kids." You're choosing between 1 Kid, 2 Kids, or 3 Kids. Again, the question isn't "do you want to subscribe?" The question is "how many kids are you buying for?"

ARMRA Colostrum

Instead of having a bunch of options around subscription, Armra makes their welcome discount offer exclusive to their subscription offer.

It’s 30% off for your first subscription. You don’t get a discount if you just buy one-time. This makes the subscription option very enticing, since you save A LOT compared to a one-time purchase.

This serves the added bonus of contributing to their list growth and allows them to funnel their entire welcome flow into their subscription offer.

How To Implement This On Your Product Page

Create subscription-only variants or bundles.

Think about what options you could offer that only make sense as a subscription. A couples pack. A family bundle. A "stock up" quantity. Make these exclusive to subscribers so that certain customer needs can only be solved by subscribing.

Change the question you're asking.

Instead of "Choose your purchase type," try "Who is this for?" with options like "Just Me" and "Me + Partner." Instead of "Subscribe & Save vs. One-Time," try "Choose your plan" with quantity or frequency options that assume subscription.

Center your welcome offer around subscriptions

Change your offer for first-time buyers to be completely focused around subscriptions. Don’t offer a discount for one-time buyers. Your entire funnel should push people in the direction of subscribing.

Make one-time purchase feel like an afterthought.

The one-time option should remove all the fun stuff. No free gift, no choices, and no customization. Just a single product at a higher price. It should feel like you're opting out of the full experience, instead of choosing an equally valid path.

If people want to one-time order… they have to pay full price.

This philsophy and optimization will skyrocket your first order subscription take rate.

Email Inspiration Of The Day

Brand: Comfrt

Email Design:
https://drive.google.com/file/d/137_s1zX5dGl3VOGDhrrbrYlLU2L3ESTW/view?usp=sharing

Notes:
I just love photo gallery hero sections… not many actually do this but it really shows off your products in an effective way.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant | Well Copy

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