Insider Subscription Paywall: Winback Test
2021 Finalist

Insider Subscription Paywall: Winback Test

Insider

New York, United States

Category Digital Subscriptions

Media associated with this campaign

Overview of this campaign

Historically, our paywall strategy focused on acquisition of new subscribers. With enhanced targeting capabilities and the ability to identify smaller segments of existing and churned users, we saw the opportunity to create a paywall strategy that was tailored to churned users who were still actively visiting the site. Our hypothesis was that churners who were still engaging with our content had the potential to convert again, when displayed with a competitive offer. 

By A/B testing a single annual offer vs. a 3-offer paywall, we were also able to confirm that our churners behave similarly to prospects, in that a paywall with more than 1 term option resonates and performs better. We also leveraged previous testing results centered around value prop language to incorporate in this paywall as a best practice.

 


Results for this campaign

A/B Testing Results: 

3-offer paywall: 5.4% CR

1-offer paywall: 4.3% CR

Our A/B paywall test resulted in the 3-offer paywall winning across conversion rates and revenue, with a 5.4% conversion rate. The 1-offer annual paywall saw a 4.3% conversion rate. 

The 3-offer paywall also won when comparing conversion rates on desktop vs. mobile experiences: 

Desktop

CR

3-offer 

5.84%

1-offer

4.89%

Total

5.36%

   

Mobile

CR

3-offer

4.85%

1-offer

3.41%

Total

4.14%

 

After reviewing these results, we have rolled out with the 3-offer paywall to the entire churned cohort, where we have seen continued success in conversion rates and revenue. These results represent incremental conversions that were previously a lost opportunity.

 


Contact

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