Membership strategy
Guidebooks to decision-making on membership structure, such as which perks or billing options to offer.
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13–19 minutes
The economics of recurring revenue for Shopify brands
Recurring revenue changes your unit economics, but only if the math holds. How to compute churn, member lifetime, LTV, and payback for your own store.
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8–12 minutes
Memberships vs loyalty programs: which one keeps customers?
Points programs and memberships solve different retention problems. Here’s how each changes buying behavior, what each costs you, and how to pick one.
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16–24 minutes
Why people join memberships, and why discounts don’t keep them
People don’t join memberships to save money. They join for access, identity, and relief from deciding — and a discount answers none of the three.
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4–6 minutes
Free trials shouldn’t inherit your billing cycle
Trial length and billing interval were always two different decisions wearing one setting. Here’s why they’re separate now, and how to pick a trial length that fits what you’re testing.
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4–7 minutes
Why milestone rewards outperform flat discounts
Membership needs its benefits — but those benefits don’t have to be discounts! Milestone rewards are a powerful way to thank members for their loyalty while also motivating more spending. Give store credit, complimentary memberships, or other benefits to make members feel seen.
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3–5 minutes
Member discounts vs access: which drives repeat purchases?
On the surface, member discounts and member access feel like very different approaches to your membership program. Using both can help create both purchase urgency as well as long term retention for your membership.
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4–6 minutes
How to price a membership when margins are low
Even if you charge for access to a membership, your members expect to get more value than the price they paid. Offering perks that protect margin helps you fund effective memberships.
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5–7 minutes
Why your membership should be more than a discount
When merchants start designing a membership program, discounts are often the first idea on the table. They’re familiar, easy to explain, and feel like an obvious way to reward loyal customers. The problem is that flat discounts tend to do the opposite of what most membership programs are meant to do. Instead of building long-term affinity, they quietly reshape customer behavior in ways that are…