The Unofficial Shopify Podcast

Why Your Subscription Program Stopped Growing — Matt Holman

Episode Summary

Why Shopify subscription programs stop growing (and the fixes that get them moving again.)

Episode Notes

Your subscription program is adding customers every month—so why has it stopped growing?

Matt Holman, founder of Subscription Prescription and known as “The Subscription Doc,” explains how churn creates a hidden ceiling: eventually, the subscribers coming
in simply replace those going out.

Matt and Kurt discuss why improving the offer can produce a better return than obsessing over retention, including:

Why Matt considers a 40% subscription opt-in rate achievable
How gifts can outperform deeper subscription discounts
Why customers who switch products or flavors can be worth 6x more
When migrating subscription platforms is worth the risk
How to simplify the initial offer without limiting existing subscribers
Which products probably shouldn’t be sold by subscription
The inexpensive billing-email improvement most brands overlook

They also compare Recharge, Skio, and Loop—and explore how AI could change subscription management.

Guest

Matt Holman, The Subscription Doc
Subscription Prescription: https://thesubscriptiondoc.com
The Cancel Page: https://thecancelpage.com