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 Trafficlight Tracking - 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/

Trafficlight Tracking - https://trafficlighttracking.com/
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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

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

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

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

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https://twitter.com/subscriptiondoc
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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/

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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

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

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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

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

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