Lead With Five Parts, Not a Percentage
A shopper picks a subscription when the page answers three questions: what do I get, what does it really cost, and can I get out. Five parts answer them. The discount is one line inside part 4.
| Part | What it shows | Supps Co. example (fictional) |
|---|---|---|
| 1. A first-order freebie, value shown | A gift with delivery 1, and what it's worth | Welcome gift: a shaker worth ₹499, free with the first order |
| 2. A price per use | The plan price, divided into servings | ₹64 a scoop, against ₹80 bought one at a time |
| 3. Plans side by side, full charge stated | Each plan's price per delivery, the one-time price struck through, and the total under it | ₹1,920 a delivery, ₹2,400 struck through, "₹5,760 billed once" |
| 4. A benefit that grows with commitment | A bigger saving for a bigger commitment | 20% off prepaid, 10% off per delivery |
| 5. The controls, under the price | What the subscriber can change, and how to leave | Add, swap, reschedule or cancel anytime |
Part 2 of the playbook covers the rest of the page. It shows where the subscription sits, what to call each plan and how to explain each way of paying. See How to Get Your First 100 Subscribers on Shopify.
1. A First-Order Freebie, With Its Value Shown
Give something with the first delivery, and print what it's worth. The value turns "free shaker" into "₹499 on us". AG1 prints the dollar value of the welcome kit on each plan. Seed's first month arrives in a reusable glass jar, with refills after it.
Show the retail value; you pay the landed cost. Supps Co.'s shaker is shown at ₹499 and costs it ₹120.
2. A Price Per Use
Divide the price per delivery by the servings in it. ₹1,920 a tub reads as ₹64 a scoop, and a buyer can picture a scoop. AG1 shows a price per serving on each subscription plan, and Huel shows a price per meal.
Pick the unit your customer counts in: a cup of coffee, a scoop, a wash, a day of diapers.
3. Plans Side by Side, With the Full Charge Stated
Put one-time, per-delivery and prepaid plans on one page, so the saving is visible without a calculator. Strike through the one-time price on each plan. Under each plan, state the full charge and how often it's taken: "₹5,760 billed once · delivered every month for 3 months".
AG1 strikes through its one-time price and prints the full charge under each plan. Nothing about the price should surprise a subscriber later.
4. A Benefit That Grows With Commitment
Give the biggest saving to the plan where the customer commits most. For Supps Co., that's 20% off three tubs paid upfront, and 10% off each delivery paid as it comes. Blue Tokai's coffee subscriptions step from 10% off 3 deliveries to 20% off 24.
How much to give on each plan, and the margin check: Subscription Pricing and Discounts.
5. The Controls, Listed Under the Price
List what a subscriber can change, right under the price: add, swap, reschedule, cancel. It answers "will I get locked in?" before anyone has to ask. AG1, Huel and Seed all print a line like this on their product pages.
Then make the line true. On StackBack, subscribers skip, pause, swap, reschedule or add products from a customer portal.
The Supps Co. Example Page
Here's how the five parts fit on one product page. Supps Co. is a fictional brand, and its prices are ex-GST, to match the margin maths in Design a Subscription Offer: 7 Decisions. The plan picker is the StackBack widget.
Above the plans: Supps Co. Whey Protein, 1kg, 30 servings, chocolate. Two choices sit side by side: "Subscribe now, ₹5,760" and "One-time purchase, ₹2,400". Two links sit beside them: "Freebies ×3" and "How do subscriptions work?".
Plan 1: 3-Month Supply, pay upfront. Badges: "Best value" and "20% off".
- ₹1,920 a delivery, with ₹2,400 struck through. "Save ₹1,440."
- Under it: "₹5,760 billed once · delivered every month for 3 months · ₹64 a scoop".
- Three lines: "Add, swap, reschedule or cancel anytime". "Free shipping on every delivery". "Welcome gift: a shaker, with your first order".
- A strip of three deliveries: 1st, a shaker, ₹499, free. 2nd, electrolyte sachets, ₹250, free. 3rd, a surprise.
Plan 2: Monthly, pay per delivery. Badges: "Most flexible" and "10% off". ₹2,160 a delivery, with ₹2,400 struck through.
| Part | Where it sits on the Supps Co. page |
|---|---|
| 1. First-order freebie | The welcome gift line, and delivery 1 on the strip: ₹499 |
| 2. Price per use | "₹64 a scoop" in the line under plan 1 |
| 3. Plans side by side | Plan 1 and plan 2, each with ₹2,400 struck through and its charge stated |
| 4. Growing benefit | 20% off on plan 1, 10% off on plan 2 |
| 5. Controls | "Add, swap, reschedule or cancel anytime", first line under the price |
Put All Five on Your Product Page
Prepaid, pay-as-you-go and AutoPay on UPI and cards side by side, with freebies on the deliveries you choose. Our team takes you live in 2 days.
Four Jobs a Freebie Can Do on the Page
Give each freebie one job, and show it where that job happens. A freebie can land on any delivery, not only the first.
| Job | Lands on | How the page shows it | Example |
|---|---|---|---|
| Lower the first yes | Delivery 1 | Next to the plans, with its value | AG1 prints its welcome kit's value. Seed's first month comes in a glass jar |
| Open the next plan | Delivery 2 | On the delivery strip: "2nd delivery: electrolyte sachets, ₹250" | A sample of the product you want them on next. One that gets used becomes the next plan |
| Reward the stay | Delivery 3 or later, where people usually drop off | On the strip, so they can see it coming | A second flavour or a premium shaker. Bloom adds a free product in months 2, 3 and 4 of a monthly plan |
| Delight | Any, unannounced | "Surprise" on the strip, or nothing at all | A gym towel, a handwritten note, a new flavour. They cost little and get photographed |
Price a freebie at what it costs you, and show it at what it's worth. Supps Co.'s three gifts cost it ₹285 across the plan, about ₹95 a tub, and show as ₹1,048. The full maths is decision 6 in Design a Subscription Offer: 7 Decisions. Gifts against a deeper discount: Subscription Pricing and Discounts.
On StackBack, a freebie can go on any delivery you choose, on several, or on all of them.
Copy What Transfers, Adapt What Doesn't
Global subscription brands have already worked out the page, and most of it transfers to India as is. Their pricing habits need changes. The verdicts are on practices, not countries.
Copy as is
| Practice | Who does it | On an Indian page |
|---|---|---|
| A first-order freebie that earns the yes | AG1, Seed, IM8 | A shaker, a travel tub, a tin, or pure delight |
| A price per use | AG1, Huel | ₹1,920 reads as ₹64 a scoop |
| Plans side by side, one-time struck through | AG1 | One-time, per delivery and prepaid on one page |
| The full charge stated under each plan | AG1, IM8 | "₹5,760 billed once" under the per-delivery price |
| A benefit that grows with commitment | AG1, Blue Tokai | The biggest discount on the longest prepaid plan |
| Controls listed under the price | AG1, Huel, Seed | Add, pause, reschedule, swap, cancel |
| A merch gift with the first order | Huel, with a free T-shirt | Delight works here too. Pick merch people wear in public |
Adapt for India
| Practice | Who does it | What to change for India |
|---|---|---|
| A step-down discount: 25% off the first order, then 10% | Momentous | Step up instead. Start smaller and raise the discount from delivery 3, so the discount itself becomes a reason to stay |
| Quarterly prepaid as the big saving | AG1, IM8 | Keep the rupee ticket sane. Lead with the price per delivery, and put the total under it |
| A flat 25% off every recurring order | Huel | Use a flat discount only after the margin check on one delivery |
Step up, not down. On StackBack, discounts can step up by delivery number. A subscriber who sees "15% off from delivery 3" has a reason to reach delivery 3.
Keep the ticket sane. ₹5,760 is a big number to see first. "₹1,920 a delivery, ₹5,760 billed once" is the same price, read the right way round. If a large plan runs on AutoPay, remember that each charge over ₹15,000 needs a fresh OTP or PIN. See UPI and Card AutoPay Rules.
A low-priced first box can work too. But only if the first-box price, the plan price and the date of the first full charge sit together on the page. India's dark-pattern guidelines ban drip pricing, so nothing should surprise the subscriber later. On StackBack, AutoPay subscribers also get a notice 48–72 hours before each charge.
How StackBack Handles This
StackBack is the subscription & repeat-revenue platform for Indian D2C brands on Shopify. Prepaid, pay-as-you-go and AutoPay on UPI and cards sit side by side on your product page. Freebies go on any delivery you choose, and discounts can step up by delivery number.
Subscribers skip, pause, swap, reschedule or add products from a customer portal. Every subscription and offer gets a one-click landing page. Payments settle in your own gateway account. Our team takes you live in 2 days.
Frequently Asked Questions
What should a subscription product page show?
Five things: a first-order freebie, a price per use, plans side by side, a growing benefit and the controls. Show the freebie's value, and state each plan's full charge.
Should the subscription be selected by default?
No. Keep the one-time option plain and visible, and let the buyer choose. Customers notice a pre-selected subscription, and India's dark-pattern guidelines call it out.
How do I show a price per use?
Divide the price per delivery by the servings in it. A ₹1,920 tub with 30 scoops is ₹64 a scoop. Show it under the plan, next to the one-time equivalent.
Should I give a big discount on the first order?
In India, step the discount up instead. Start smaller and raise it from the third delivery, so the discount becomes a reason to stay.
How do I show a 3-month prepaid price without scaring buyers?
Lead with the price per delivery, then state the total under it: "₹1,920 a delivery · ₹5,760 billed once". Add the price per use.
Which freebie should I give with a subscription?
Start with something used with your product, from your own catalogue, and show its value. Then add a gift on a later delivery, where subscribers usually drop off.
Can I copy AG1's or Huel's product page?
Copy the five parts: the freebie, the per-use price, plans side by side, the growing benefit and the controls. Adapt the pricing, because Indian buyers and margins differ.
What should the controls line say?
Only what's true in your customer portal: add, swap, reschedule, skip, pause or cancel. Put it directly under the price.
Build the Page That Gets the Yes
Plans side by side, freebies on any delivery and a customer portal, on your own Shopify store. Plans start at ₹4,500/month, and our team takes you live in 2 days.
Sources: AG1, Greens Powder product page · Huel, Black Edition product page · Seed, DS-01 Daily Synbiotic page · IM8, Daily Ultimate Essentials page · Momentous, "Important Update on Your Momentous Subscription Pricing", May 2026 · Bloom Nutrition, Fitness Starter Set page · Blue Tokai Coffee, subscriptions page. All checked 3 Nov 2026, cited by name · PIB, CCPA issues Dark Patterns Guidelines, 2023, 8 Dec 2023.
