A Paywall Solution for Converting Readers to Subscribers

Seeking a business model based on subscriptions means moving away from free access to content, with revenue drawn primarily from advertising. The client wanted to get more subscriptions. To achieve it he wanted to implement a module that would block the content after a free, teaser part and suggest the visitor to subscribe to continue reading.

As publishers do this they must find ways to encourage conversions while still using their content to market their publication to casual visitors. In the digital publishing space, it’s vital to remain able to use some content as marketing to encourage visitors, TOFU metrics like social media engagement, and to encourage regular content consumption. Metered paywalls are an effective way to do this, but they must be configured to match the business, its systems and its customer base. One-size-fits-all paywalling tools are clumsy and ineffective.

Creating a custom paywall solution that achieves targeting and personalization at scale involves finding ways to reduce traffic loads and preserve privacy and security, as well as ensuring both sufficient flexibility to permit multiple paths to conversion and sufficient simplicity of implementation, operation and configuration to permit customers to use it freely. In addition, it must be integrated with the whole marketing and conversion optimization stack and with the company’s CDP or equivalent organization-wide source of truth, able to draw data from these sources as well as transmit it.