| Available with Recharge integration |
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Offering subscriptions can be a powerful growth lever for consumer brands. Subscriptions help you retain customers over time, forecast future revenue more reliably, and create ongoing touchpoints with your customers throughout their lifecycle.
At the same time, many customers want to try a product first before committing to a subscription. This makes it critical to understand how effectively you convert one-time purchasers (OTPs) into subscribers.
The OTP Conversion report shows exactly that: how mny non-subscribers later became subscribers, how long that conversion took, and how many of those subscriptions are still active today.
Definitions
Once RetentionX is connected to your Recharge account, this report allows you to analyze the transition from one-time purchases to subscriptions over a selected time period.
You can view the data either as absolute numbers or switch to a percentage-based view to better understand conversion rates.
Before diving into the analysis, here’s how each metric in the report is defined:
| Date | The time period under consideration. |
| Non-Subscribers | Number of non-subscribers that placed an order in the period under consideration |
| Subscribers | Customers who placed an order without a subscription in the period under consideration and have become subscribers at some point later on |
| Active Subscribers | Customers who placed an order without a subscription in the period under consideration but signed up for a subscription at some point later on that is still active. |
| Conversion Rate | Percentage of one-time purchasers that became subscribers, calculated by Subscribers / Non-Subscribers |
| Median Days to Activation | Median number of days between non-subscribers becoming subscribers |
| Average Days to Activation | Average number of days between non-subscribers becoming subscribers |
How to Get More Details
All metrics are shown as a color-coded stacked column chart followed by absolute figures.
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