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Unlocking the Power of Data: Converting Customers into Subscribers

"We used Tresl Segments to delve into cohort analysis, repeat rates, and understanding which products had high customer lifetime value. This invaluable insight informed our merchandising strategy and helped us identify the brand campaigns that truly drove sales success. Tresl Segments has been a game-changer for us, and we're incredibly thankful for it."
Tran Wu
Beauty & Skincare
Year Founded:
San Francisco, California

In the world of Direct-to-Consumer (DTC) companies, the transition from one-time purchases to subscriptions is a pivotal moment. It's the moment when a casual buyer can potentially become a loyal, long-term subscriber. But how can businesses harness the power of timing and product selection to boost the likelihood of this conversion?

Recent data from a Tresl Segments (with partnership with True Botanicals) specializing in segmentation and analytics for DTC companies sheds light on this critical issue. The findings reveal that, on average, customers take 91 days to make the transition from a one-time purchase to a subscription. However, the specific path to subscription varies depending on factors like timing and product selection.

The Timing Matters

For customers who choose to subscribe to the same product they initially purchased as a one-time buy, the conversion journey takes an average of 97 days. In contrast, those who opt for a different product for their subscription do so more swiftly, with an average transition time of 81 days. This difference in timing suggests that the alignment between the initial product and the subscription offering plays a role in the conversion process.

The Path to Subscription

Examining the data across 22,051 subscriptions, it's evident that there are distinct customer journeys:

  • Subscription Only: 68% of customers initially subscribe to a product without making a one-off purchase.
  • One-Time Purchase to Subscription: 20% of customers make a one-time purchase before deciding to subscribe.
  • Subscription to One-Time Purchase: 12% opt for a subscription first, followed by a one-time purchase.

Product Preferences Matter

Digging deeper into the data by considering the type of product purchased and subscribed to, some intriguing patterns emerge:

  • Customers moving between One-time purchases and Subscriptions (out of 7,155 customers):
    a) Same Products: 33% of customers stick with the same product when transitioning to a subscription.
    b) Different Products: 67% prefer a different product for their subscription.
  • One-Time Purchase to Subscription (out of 4,475 customers):
    a) Same Products: 49% of customers continue with the same product.
    b) Different Products: 51% switch to a different product for their subscription.

These insights are crucial for businesses aiming to optimize their subscription-based revenue models. They highlight the importance of understanding customer behavior and preferences during the conversion process. By tailoring marketing strategies and product offerings to align with these insights, companies can enhance customer engagement and loyalty, ultimately driving subscription growth.

Whether it's by streamlining the transition process, offering incentives, or providing a broader product portfolio, the data offers a roadmap for DTC companies to increase their subscription conversion rates. By leveraging these insights, businesses can make data-driven decisions that enhance their bottom line while providing customers with a more personalized and satisfying experience. In today's competitive DTC landscape, understanding your customers and meeting their evolving needs is more critical than ever.

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