How does digital
content generate
subscribers?
Data Journalism Days 2015
Peter Richards21st May, 2015
Piano Subscription Software Powers 632 sites
Loyalty (x-axis): content loyalty 100+ varies from 10-35%
Attractiveness (y-axis): unique users vary from 50k to 1M
Note: Loyalty 100+ is approximately one visit per day in the quarter analyzed
Content has Different Loyalty & Attractiveness
General news
Auto-moto Opinion
People
SportLifestyle
LifestyleCulture
Sport
0
200000
400000
600000
800000
1000000
1200000
1400000
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Un
iqu
e u
sers
Loyalty 100+
Does Your Content Generate Pageviews?
Analysis of 300 regional newspaper websites
50% of websites studied averaged 3 page views per month per Unique User
• Consider increasing relevance of content offered (e.g. via content recommendations)
• Produce more content from currently “hot” topics (e.g. by monitoring content trends)
• General site improvements (including less ad overloading)
5.2
4.7
4.23.9 3.8
3.4
2.92.6
2.2 2.1 21.7 1.6
95% 90% 80% 75% 70% 60% 50% 40% 30% 25% 20% 10% 5%
March 2015
How Many Articles Do People Read Monthly?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ 11+ 12+ 13+ 14+ 15+ 16+ 17+ 18+ 19+ 20+
Sh
are
of
users
Content Consumption
Desktop
Piano DACH Benchmark Desktop60% of your users do not read
Number of full article pages read monthly
Do Pageviews Convert Users to Subscribers?
To some degree the relationship of PVs per User to conversion is obvious:
• The more people read the more likely they are to hit the paywall
• That relationship confirms the importance of developing your audience and increasing readership
Shows the relationship
of PVs per User to
Subscriber Conversion
Conversion: What % of Users Pay When Asked?
• 2.82% conversion for the Top 5% / 0.45% conversion for the Top 50%
• Consider A/B testing to simplify the light-box and/or simplifying product offerings
2.82%
1.67%
1.02%
0.85%
0.74%
0.59%
0.45%
0.35%
0.26% 0.23% 0.20% 0.12% 0.07%
95% 90% 80% 75% 70% 60% 50% 40% 30% 25% 20% 10% 5%
Content Supply-Demand chart
What Content Is Popular Right Now?
What Is User X Reading at This Moment?
Increase Relevance of Content to Increase Session Time
Content Recommendations in Real Time
This publisher was the first major newspaper to implement a paywall in 1997
Challenge
• Publisher experienced lack of targeting capabilities with their existing ad
platform(s), hence losing out on potential revenue
• They also found their existing solutions too complex and were not able to
manage their own campaigns
• Licensed software to increase subscriptions by offering more advanced
targeting capabilities and to act as an advisor for increasing their
subscriber base
Leading US business-focused publisher
Increase your Subscriber Base with Targeted Promotions
• Implemented personalized content
recommendations to drive more engagement
• Performed multiple analyses to identify
segments with higher propensity to buy
• Replaced all existing ad spaces and
implemented targeted campaigns towards
these segments
529%Increase in CTR on
targeted campaigns
2.3MNon-subscribers have
clicked once or more on
the promotions
Doubling User Conversion Rates
CONTACT US
EMEA: +421 233 046 928
North / South America: +1 212 332 6405
DACH: +43 603 269 782
MENA / Africa: +421 233 046 928
Thank You
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