New ways to sell print & digital subs online jellyfish publishing

Maximising subscriptions
from digital channels

Carola York, Managing Director, Jellyfish Publishing

Specialist Media Online Event | 6 November 2012

Carola York
Managing Director, Jellyfish Publishing

Jellyfish are a digital marketing agency, renowned for their expertise in PPC.

Jellyfish Publishing is a standalone business division within the Jellyfish Group,
dedicated to serving its numerous publishing clients. It works in partnership with
publishers to create digital campaigns which generate new subscribers - on a
Cost per Acquisition model.

I joined Jellyfish Publishing earlier this year following 25 years working for a range of
consumer and business-to-business publishers – both big and small - including
The Spectator, EMAP, The Tablet, TSL Education, The Economist and IPC.

As a specialist in subscription marketing, I help Jellyfish’s publishing clients grow
their print, digital and app subscription businesses.

Carola York | Specialist Media Online Event | 6 November 2012

Maximising subscriptions
from digital channels


Does your website...?

Provide content? News? Promote and sell print & digital
Features? Data? subscriptions, apps, events?

Encourage sign up to Have subscriber log-in areas?
newsletters? Free trial access? Free to access sections?

Promote advertisers’ products Offer a source of community?
& services via banner ads? User groups? Chat rooms?

All of the above?

Are you maximising potential subs?

› Do you just have one subs page – plus a facility for
subscription orders to be placed online?

› Does your site really sell your subscription offering?

› Could potential subscribers be getting distracted by
the plethora of editorial, ads, and other offerings on
your site?


The better way – a dedicated subs site


Why?
› It’s completely focused on selling subscriptions – on every single page.

› It has no ‘leakage’ points or distractions such as advertisers’ banner ads.

› It can use editorial content, but purely as a sales tool.

› Your subscriptions marketing department will be in charge – not your
editorial or digital team – so it’s focused on subscription-related
KPIs.

› If you direct all your subscription promotions to the site – email, PPC,
social – you’ll generate more subs.


Using editorial as a sales tool
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Using editorial as a sales tool
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Follow the ‘digital journey’


... through to successful sign up.


Nursery World
› 120 new subscriptions within first 30 days of launch
› 1,000 new subscriptions generated in 9 months
› www.nurseryworld.magazine.co.uk


National Geographic
› 30,957 subscriptions last year

www.national-geographic-magazine.co.uk

›


Mobile vs tablet vs desktop


This is no longer the internet


This is...


And it has multiple personalities

Multiple Different Different
screen sizes interactions access times


There’s something new to help...

Responsive
design


What is responsive design?
Responsive design allows your website to adapt to whatever device
and screen size your customer is using - mobile, tablet or desktop.

One website. Same page. Same content.


Responsive design in action
Haymarket
www.medeconomics.co.uk

Conde Nast
www.vogue.co.uk

The Guardian
www.guardian.co.uk

www.jellyfishpublishing.co.uk


Why use it?

› You don’t necessarily have to rebuild your existing website –
it’s a front end technology

› You don’t necessarily have to develop separate apps –
as your website pages adapt to fit all tablet and mobile devices

› It improves the user experience –
therefore customer satisfaction and ultimately performance

› It saves you time - and therefore money –
as you’re just having to maintain one website, even when a new device comes onto the market


The benefits for selling subscriptions

Search engines like responsively designed sites, so you’ll
generate more incoming traffic
Google stated in June: “Sites that serve all devices on the same set of URLs, with each
URL serving the same HTML to all devices and using just CSS to change how the page is
rendered on the device. This is Google’s recommended configuration.”

Conversion from your promotions will improve
Emails are increasingly opened on mobiles – yet most email promotions direct you to a
subscription web order page designed for completing only a large screen desktop device.

And even those publishers now using responsively designed sites direct you to a standard
web page to order a subscription. So make sure your subscription site and payment
pages are responsively designed too.


Improve response
from app promotions

Directing people to pages -
which resize according to the
device – tablet – or mobile –
makes for a positive user
experience and improves
conversion from all types of
subs promotions – print and
app.



› People search on their mobiles at different times
of the day to desktop and tablet.



› People search on their mobiles at different times
of the day and week to desktop.

› Think who you are targeting. If you’re selling a
tablet app, direct your search ads to tablets only.

› Consider that most emails are now opened on
mobiles – design them accordingly.


Top tips
1. Use a dedicated, multi-page subscription site
2. Use editorial on your subscription site – as a sales tool
3. Follow your prospect’s ‘digital journey’ through the site
4. Monitor conversion rates through your payment funnel
5. Use responsive design
6. ... possibly instead of developing an app
7. ... definitely for your subscription payment pages
8. Target mobile users at different times of the day to desktop and tablet
9. Consider who you are targeting and what type of subscription you are
selling and target and design your ads accordingly
10. Ensure your email promotions work well when opened on mobile devices


Questions?


Contact us
carola.york@jellyfishpublishing.co.uk
01737 749 673
www.jellyfishpublishing.co.uk


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