Employing a different wall on mobiles (where the wall is seemingly further down the page than on desktop).This will also help reduce the risks of launching a paywall on your advertising revenue, traffic or SEO.
Content visibility for free#
You can also consider employing a metered strategy, one that offers users access to a quota of articles for free before being blocked by the paywall. To achieve this, we’d recommend aiming for 80% visibility rate and testing from here, as well as considering segmenting audiences and employing adapted strategies for each type of audience. It’s not necessarily about increasing here, but about finding the optimal rate for your situation. How do you increase paywall visibility rate? Le Monde, one of France’s most popular publications, has an extremely low visibility rate where it takes a good few scrolls down the article before being presented with the paywall.
Having said this, the ‘perfect balance’ is different for every publisher and we can see successful examples at both ends of the scale. Whilst a paywall visibility rate of 100% might frustrate your reader too much and turn them away from subscribing as they never got the chance to engage, a low visibility rate won’t create enough frustration and will result in only your most engaged users subscribing. However, like everything in the world of conversion strategies, it’s about finding a perfect balance between frustration and engagement. Of course, this step is valuable as the visibility of your paywall will correlate with the number of users who convert through this paywall (you can’t click through a paywall if you never see it!) There is actually a significant loss of readers moving from visiting the premium article to actually seeing the paywall (the next step in the funnel). Subscriptions (in the publishing industry) however are hugely dependent on a user becoming gradually more engaged before finally making the decision to convert.įor this reason, it’s important to consider and optimize the engagement funnel prior to the paywall. In fact, conversion rate is a metric designed for the ecommerce industry, where the buying process is all about impulsive decisions. Of course, the number of users who fully convert into subscribers is important, but this metric doesn’t take into account the value of engagement prior to the paywall. Publishers employing a premium strategy tend to focus on conversion rates as their north star metric. of visitors to premium content Why is visibility important?
of readers who see the paywall / Total no. The percentage of users who visit premium content and also see the paywall. of readers who visit a premium content / Total no. The percentage of users on your site who visit a premium content and have the potential to be exposed to the paywall So, what are these visibility metrics? Why are they important? And how can you optimize them in order to increase overall conversion rates? There are two types of visibility rate metrics: These final two steps involve the visibility of your premium offer, and are the often-forgotten essential steps to optimize in your subscription strategy. The reader needs to find your site (acquisition), become increasingly more interested (engagement), see your premium content and be frustrated enough by the paywall to decide to convert. The process of converting users into subscribers involves a lot more than just clicking through the paywall and paying.
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