For years, digital publishers have relied on paywalls as a key driver of subscription sales. A well-designed paywall locks premium content, converting engaged readers into paying subscribers.

At De Telegraaf, we embraced this model and saw strong initial growth. But as the landscape shifted, so did our results.

The challenge became clear: we needed to make the paywall a long-term solution. Subscriber growth stagnated, and we needed a new approach, one that put customer needs at the centre of the initiative.

The power of a dynamic paywall

Instead of treating our paywall as a static barrier, we envisioned it as a dynamic growth engine, one that adapts to user behaviour, engagement levels, and content preferences.

Our hypothesis was clear: If we could customise the paywall experience for different user segments, we could boost conversions while maintaining ad revenue.

This approach required thorough collaboration within the company. We brought together B2C, B2B, and the newsroom to align on a new way of working — one that is data-driven, agile, and focused on continuous improvement.

7 steps to success

To bring this vision to life, we developed a structured, seven-part framework to test and refine new flows.

1. Use data and best practices: Leverage insights to design user-friendly flows.
2. Revenue modelling: Calculate the impact on subscriptions and ad revenue.
3. Build the business case: Align teams and justify implementation.
4. Stakeholder engagement: Secure buy-in from key decision-makers.
5. Technical execution: Implement changes seamlessly.
6. Controlled rollout: Monitor impact through phased implementation.
7. Performance analysis: Continuously optimise through A/B testing.

From concept to implementation

With this structured approach, we rolled out several enhancements, such as:

• Metred walls for different topic sections, such as entertainment, sports, and finance.
• A time wall for older free articles, ensuring a balance between accessibility and monetisation.
• A semi-fast checkout, reducing friction in the subscription process.

These changes were rigorously tested through A/B/(C) testing, where we analysed everything from CTA button effectiveness to traffic sources and paywall messaging.

A future-proof growth engine

The impact of our dynamic paywall strategy has been significant, with subscription sales increasing by an average of 36%.

Beyond the numbers, we learned some crucial lessons:

• The optimal number of paywalled articles varies based on user behaviour, content type, and engagement level.
• Free content is a myth; even articles previously considered “non-premium” drove significant conversions.
• The dynamic smart setup has little to no impact on overall pageviews.
• Loyalty is essential; when the paywall appeared too soon, sales remained low.
• A structured framework, collaboration, and data-informed decision-making prevent stagnation and enable faster innovation.

Dynamic and smart

The growth engine is based on the “if this, then that” principle, making it dynamic and flexible. We also integrated our propensity-to-buy model into the growth engine, immediately driving results.

With every iteration, we continue refining our strategy to ensure continuous improvement.

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