Track First Purchase to Subscription Conversion by Time

Subscription > First Order to Subscribe > Time

Summary

The report shows how quickly customers typically move from a first purchase to a subscription. It provides insights into conversion timing and highlights high-performing groups, allowing businesses to identify optimal engagement points for turning one-time buyers into subscribers.

Questions the report answers

• How soon do customers convert from their first order to a subscription?
• Which cohorts (based on their first order) perform the best in terms of subscription rates?
• What are the peak weeks when most customers in each cohort tend to subscribe?
• How does the cumulative subscription progress over time for different cohorts, and which groups exhibit steady versus plateauing growth?

How to read the report

Each row represents a subscription cohort, while each column represents the weeks it takes for customers from that cohort to subscribe after their first order. It provides insight into the efficiency of converting first-time buyers into subscribers, allowing you to identify high-performing cohorts and optimal conversion timing.

1. Top-to-Bottom Analysis (Cohort Comparison):
   • By reading the table from top to bottom, you can compare different cohorts for the specific week helping you identify which groups convert to subscriptions more effectively over a selected period. For example, if the March 2024 cohort has a higher cumulative subscription % compared to other months, it may indicate a successful acquisition strategy or greater engagement from that group.
2. Left-to-Right Analysis (Trend Analysis):
   • By reading the table from left to right tracks the progression of a single cohort across weeks, showing how subscription metrics grow, decline, or stabilize across weeks. This view helps you understand how quickly and steadily first-time buyers in each cohort transition to subscriptions.
   • By analyzing columns with the highest “Subscription Customers %” values, you can identify the weeks when customers are most likely to subscribe. This insight can inform targeted engagement strategies for first-time buyers within similar time frames.

Switch between Metrics

Use the Select Metric dropdown to switch between available metrics, such as:

• Subscription Customers show the absolute number of subscribers, allowing you to identify the week(s) that contribute the most to customer subscriptions.
• Subscription Customers % helps you identify the weeks with the highest conversion rates, indicating when customers are most likely to transition from a first-time purchase to subscribing.
• Cumulative Subscription Customers show absolute growth in subscriptions over time, allowing you to determine if the growth is steady, declining, or accelerating for a particular cohort.
• Cumulative Subscription Customers % provides insight into the long-term conversion rate for each cohort, allowing you to see how long it takes to convert a certain percentage of first-time customers to subscribers.

Switch Between the Time Attributes

You can switch between different First Order Time Attributes using the Show table by dropdown, such as

• First Order Date
• First Order Week
• First Order Month
• First Order Year

Color Coding

The table uses color coding to help visualize the performance of different cohorts:

• Green: Indicates positive performance, such as a high percentage of customers converting to subscriptions.
• Red: Indicates underperformance, such as fewer subscriptions.

Glossary

Subscription customers

The unique count of customers with at least one active subscription within the specific period.

Subscription Customers %

The percentage of customers who have an active subscription within a specific period. It is calculated by dividing the number of unique subscription customers by the total number of customers.

Cumulative Subscription Customers

The running total count of unique customers who have created a subscription up to and including the selected period.

Cumulative Subscription Customers %

The percentage of the total customer base that has ever held a subscription up to and including the selected period. It is calculated by dividing the Cumulative Subscription Customers by the Number of Customers.