Hope you’ve had a solid week.

This week I’m breaking down one of our latest store launches — Omre — a longevity supplement brand founded by a doctor who couldn’t find supplements he’d actually recommend to his own patients.

Plus, we wrote a piece on optimizing your Shopify store for subscriptions. Relevant timing given that subscriptions were one of the biggest focus areas of the Omre build.

Let’s get into it.

STORE LAUNCH

A doctor-led supplement brand gets a big upgrade

Omre was founded by Dr. Pedram Kordrostami after years of prescribing supplements he wasn’t fully confident in. He built the brand around supplements backed by real science, at research-backed doses, with full third-party testing.

Three years and 200,000+ customers later, the brand had outgrown its storefront. The site was reliant on a page builder and the cracks were showing.

The site had lots of technical issues. Clicks on the homepage that led nowhere. A buy box that prioritized bulk packs over subscriptions. A blog driving lots of traffic with zero product integrations.

Omre launched on our framework in late February. We’re pumped with how this one turned out. Congrats to the Omre team!

Check out the new store → omre.co

STRATEGY KIT

5 ways to get more customers to subscribe

Subscribers are worth 3x more than one-time buyers. Most brands know this, yet most of their customers still choose a one-time purchase at checkout.

We’ve built 200+ stores and subscriptions is one of the most consistently under-optimized parts of the store. The gap usually comes down to how it’s presented, not price.

In most cases, the gap between a one-time purchase and a subscription doesn't come down to price. It comes down to what's visible in the buy box and how it's presented.

Here are the five things that you can do to improve your subscription rate.

1. Make subscriptions the default

Set the subscription option as the default. Use visual hierarchy — highlighted card, filled radio button, colored badge — to make it the obvious choice. Most customers take the path of least resistance.

Neuro Gum does this well. Their Subscribe & Save card is pre-selected, highlighted in teal, and shows the discounted price ($27.65) with the percentage saved (21% OFF) alongside the full one-time price ($35.00).

2. Stack benefits, not just discounts

A percentage off is a starting point, but it’s not always enough. Add tangible perks exclusive to subscribers: free gifts, free shipping, early access. Increase the perceived value beyond price.

The Absorption Company subscribe card lists three distinct things:

• 25% off today

• Free shipping ($7 value) and ability to cancel/pause

• Free gifts valued at $70

3. Answer the cancellation questions

One of the most common reasons shoppers skip subscriptions is uncertainty. Can they cancel? Is it easy? Answer this directly inside the subscribe card.

Old School Labs includes "Pause, update, or cancel anytime" as one of their subscribe card bullet points.

4. Introduce the offer before the product page

Most brands only mention subscriptions on the PDP. By then, the customer may already have a one-time mindset. Prime the expectation earlier with the announcement bar, homepage, collection page, product cards.

Gainful uses their announcement bar saying, "Save 25% when you subscribe". Seems like a small addition. But it primes customers as soon as they hit your store.

5. Incentivize subscriptions in the cart

When a shopper adds the one-time version, that’s not a lost subscription. Present the option again in the cart drawer. One tap to convert.

Neuro Gum does this showing a "SUBSCRIBE & SAVE 21%" button directly below the line item. One tap converts the item to a subscription. They also call out that subscriptions get free shipping.

The bottom line

The default selection is usually the quickest win — one setting, every product page visit. The rest compounds from there. Each additional subscriber you convert on the first purchase is revenue you don’t have to earn a second time.

If you’d like us to optimize your subscription setup, grab time with the team and get a free audit.

CONTENT OF THE WEEK

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Read the full story →

That's it for this week.

If you want to hear more about the Omre build or want us to take a look at your subscription setup, reply to this email or DM me on LinkedIn.

See you next week.

- Cam