The takeaway
A checkout link carries the product, quantity, selling plan and BFCM discount, so the buyer skips the product page and only has to enter a card. Build one link per channel with its own UTM, and use it in every CTA aimed at people who are not yet subscribers. It removes the two steps where most one-time buyers drop off: finding the subscribe option and applying the code.
An example
Illustrative example: a starter box, two per month, for an email to last year's one-time buyers.
| Part of the link | Value |
|---|---|
| Product and quantity | Starter box × 2 |
| Selling plan | Deliver every 30 days |
| Discount | BFCM40, pre-applied |
| UTM | utm_campaign=bfcm-early&utm_source=email |
| Lands on | Shopify checkout, plan in the cart, discount applied |
The email CTA reads "Start your box at 40% off" and the buyer arrives at a checkout showing $36 today, then $48 every 30 days. They enter a card and are done.
Put it into practice
- Confirm the plan and the audience. The selling plan with the BFCM discount must exist first (Step-Down Discount). List the channels that reach non-subscribers: email to one-time buyers, SMS, paid social, the site banner. Existing subscribers are not the audience for these links; they get Order Now.
- Build one link per channel. Pick the product, quantity and selling plan, pre-apply the BFCM discount, and add the UTM for that channel. [confirm with product: where checkout links are generated and whether the discount is applied by code or by the selling plan.] You should have as many links as channels, each with a distinct UTM.
- Test every link before it ships. Open each one in a private window. Check the plan is in the cart, the discount is applied, the price matches the widget, and the order that results is a subscription. Fix the link, not the copy, if any of these fail.
- Place the links in every CTA. Replace product-page links in campaign emails, SMS and ads with the checkout link for that channel. Keep the copy specific about what is in the cart and what renews at what price.
- Plan the switch-off. Note when the BFCM discount ends. Links that pre-apply a discount will fail or show the wrong price after that date, so swap them for regular links or retire the CTAs on 30 November.
Watch out for
- Sending the link to current subscribers. They create a second subscription, or cancel the old one to take the deal. Segment them out.
- Stacking a sitewide code on top. A second discount at checkout can take the first order below cost. Test with the code applied.
- Leaving links live after the sale. A stale discount either fails at checkout or sells at BFCM pricing in December.
Measure the result
Track subscriptions started per link, using the UTM in Shopify or your analytics tool, and the conversion rate from click to subscription. Review daily during the sale. If one channel converts far below the others, the audience probably includes existing subscribers or the link is landing on the wrong plan.
Related entries: Step-Down Discount · Hero Widget · Order Now