How subscription businesses can combat subscription fatigue
The good news for subscription service owners is that subscription fatigue can be combated. It takes some effort and time, but subscription brands can take a number of steps to minimize subscription fatigue and increase customer interest.
Focus on the essentials
The more necessary your service is to fulfill a customer need, the less likely customers are to forego subscribing to your service.
It's simple math. If we figure that customers are experiencing or are about to experience subscription fatigue, just to be safe, then we know that a brand needs to take precedence over services in order to be chosen. Ask yourself: what is the easiest way to ensure that your brand takes precedence? Focus on the essentials!
For some brands, this might be literal. Offering essential items or services (like hygiene products) ups your chance of combatting "fatigue" around your subscription. Even if your service isn't a true requirement (think video streaming), you're still more likely to see success if you're providing media that everybody feels they need.
Prioritize retention over acquisition
Subscription businesses that want to see success have to prioritize retention over acquisition. It's the only way to remain in the right mindset to combat subscription fatigue.
Improving retention allows brands to spend less on acquiring new customers. Less spending and focus on acquisition, which is prone to suffering from the impacts of subscription fatigue, is more. Focus on retaining the customers you have; they'll build out your client base themselves.
The subscription landscape is a competitive one. Many consumers are beginning to express hesitance to sign up for new subscriptions.
The only way to begin to combat this is through optimized pricing. Your prices should be as competitive as possible without sacrificing profit. Subscription brands that see consistent success use their pricing to bring in new subscribers; it's like the ultra-short version of a traditional acquisition plan.
Make onboarding as easy as possible
Onboarding for your subscription service has to be simple. Today's consumers are busy and impatient— if they can't figure out your service, they have plenty more to choose from.
Subscription brands should minimize signup barriers. The easier it is to start up a subscription, the more likely your audience is to actually become your customer base.