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Peter Richards - How does digital content generate subscribers?
- 1. How does digital content generate subscribers? Data Journalism Days 2015 Peter Richards 21st May, 2015
- 2. Piano Subscription Software Powers 632 sites
- 3. 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 Sport Lifestyle Lifestyle Culture 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% Uniqueusers Loyalty 100+
- 4. 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 4.2 3.9 3.8 3.4 2.9 2.6 2.2 2.1 2 1.7 1.6 95% 90% 80% 75% 70% 60% 50% 40% 30% 25% 20% 10% 5% March 2015
- 5. 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+ Shareofusers ContentConsumption Desktop Piano DACH Benchmark Desktop 60% of your users do not read Number of full article pages read monthly
- 6. 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
- 7. 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%
- 9. What Content Is Popular Right Now?
- 10. What Is User X Reading at This Moment?
- 11. Increase Relevance of Content to Increase Session Time Content Recommendations in Real Time
- 12. 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
- 13. • 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 2.3M Non-subscribers have clicked once or more on the promotions Doubling User Conversion Rates
- 14. 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 media@pianomedia.com Thank You