Registered to Subscribe

What is registered to subscribe?‍

Registered to subscribe refers to the stage in the subscription funnel where a user has created an account or provided basic registration details but has not yet converted into a paying subscriber. It captures the intent-to-subscribe audience who are beyond casual visitors but not yet revenue-contributing customers.

Why registered to subscribe matters

• Conversion opportunity: This audience is one step away from subscription, making them the most cost-efficient group to target with onboarding campaigns.
  
• Funnel visibility: Tracking how many users stop at registration but fail to convert helps pinpoint where the subscription journey breaks down.
  
• Retention potential: Users who register often share contact details, allowing for lifecycle campaigns that can guide them back to conversion later.
  

How to measure registered to subscribe‍

The metric is typically expressed as the percentage of registered accounts that have not yet upgraded to a paid subscription:

Registered to Subscribe Rate = (Registered non-subscribers ÷ Total registered users) × 100

Inclusions and exclusions

• Include: Free trial sign-ups, freemium accounts, and registered users who have verified email/credentials but have not subscribed.
  
• Exclude: Anonymous website visitors, unsubscribed churned customers, and incomplete registrations.
  

Registered to subscribe in subscription businesses‍

For subscription publishers and media companies, this group is often the "low-hanging fruit." They have already shown interest in the content by registering, which makes them easier to convert compared to cold audiences.