How to Sell a Subscription Offer on the Front End (PetLab Co Funnel Breakdown)

We just dropped another funnel breakdown inside Funnel of the Week Members Area.

One of our members asked us to go through one of Pet Lab Co’s funnels.

What’s great about this funnel?

It does an incredible job of doing something most offers just can’t do:

It sells a subscription as a front-end product.

Literally instant recurring revenue.

And they’re doing it at serious scale.

Over one million visitors per month:

Why does this offer convert so well?

We get into more detail inside the funnel breakdown, but for starters here are 2 big wins:

#1 - “No Brainer” Subscription Offer Framing

Look at how the subscription offer is front-and-center when you land on the page, with 3 solid subscription features/benefits in your face:

We’ve got:

Subscription Benefit #1: Free Shipping (worth $4.99)
Subscription Benefit #2: Save 40%
Subscription Benefit #3: Free Dog Treats (with image to make it clear what you get)

#2 - Full Array of Impulse Buy ORDER BUMPS

Don’t worry, it’s not all subscription revenue…

Once you click that “Choose Package” button?

You’re hit with a host of impulse buys as in-cart order bumps:

And their choice in offers here - and the copy they use to frame them - is impeccable:

Notice the Problem/Solution structure they use for the first 3:

• $9.97 - Clear Ears Therapy: "Does your pup have smelly ears?"

• $14.34 - Paw Balm: "Dry Paws? Get year round paw support with this."

• $14.97 - Targeted Skin & Coat Mousse: "Hydrate dry skin with this moisturizing mousse."

…And the "indulge your pet" angle for the last 2.

• $9.95 - Beef Liver Bites: "Your pup deserves this tasty reward!"

• $9.95 - Beef Jerky Recipe: "Protein packed treats your pup will love!"

These are great impulse buys! And these order bumps add a solid additional cart value of $59.18.

Now, surprise, this isn’t the last order bump you’ll see in the funnel…

Want to see the full PetLab Co subscription funnel breakdown?

(along with the full post-purchase upsell flow…)

Go here to see the full funnel breakdown inside the Funnel of the Week Members Area.

Have a great weekend!

The Funnel of the Week Team

PS - in case you’re wondering, what Funnel of the Week is all about…

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

• ecomm funnels

• VSL funnels

• Info Products funnels

• (and more)

…And we add a new funnel breakdown & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

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