Jimmy Kim argues the second purchase is when to pitch a subscription for consumable products. By then customers have formed a habit and proven the product works, removing friction and boosting conversion. Pitching too early, on the first order, lacks that foundation and fails.
If the person bought the same consumable twice, the second purchase moment is the perfect time to offer the whole never think about it option. That's the subscription option. That's where it works in my opinion. Your proven product, they've built a habit and they're coming back to buy. Why wouldn't you want them on subscription? Because it removes the friction from the decision that they've already made. And a mistake is offering subscription on the first order because there is no habit that exists. But if you offer it when the behavior is real, it converts far better. And ultimately the thing that matters most is the churn is far less.
