optimize your user funnel & content creation through data ... · google surveys refining value...
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Valentin Cornez Partnerships Lead, News Consumer Insights
Jon RustCo-President, Rust Communications
Optimize your user funnel & content creation through data
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Proprietary + Confidential
"Subscriptions are a result of engagement — that’s where the hard work is."John Ridding, CEO, The Financial Times
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1. Transform GA data into an intuitive audience development dashboard.
What is NCI? A new way to see Google Analytics
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Optimization
Low Pages/Session - Longer Visits
You should optimize visit depth to push your readers to read more content on Desktop
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g.co/newsconsumerinsights
1. Transform GA data into an intuitive audience development dashboard.
2. Use the NCI Playbook to uncover optimization strategies and tactics.
A new way to see Google Analytics
Gayle Tomlinson , Group Editor - Social Media, Fai ax Media
Our framework to drive more consumer revenue
Your potential buyers
Collect feedback to improve:
Optimize Subscription Funnel
Enhance promotion strategy:
Convert into subscribers
Pricing strategy
Subscription benefits
Clear call-to-actions
Simple sign-up process
Engage on your site
Engage across the web
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3x Digital Subscriptions +150% subscription revenue in 1Q
+20% subscriptions sold Launched membership model
NCI Framework - driving more reader revenue
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Getting more “Brand Lovers” with better recirculation
User recirculation via content recommendations
Optimal placement
- Within an article- Just after an article- On the right-end side (desktop and tablet)
Make it enticing
- Use title to attract ideal target audience- Keep headlines short- Use people within images
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Pilot: Free access to content upon sign-up for a newsletter
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Getting more “Brand Lovers” with Newsletters
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Google Surveys
Refining value value proposition thanks to user feedback
- Determine willingness to subscribe- Identify awareness of sub packages- Measure interest for specific benefits- Test interest in potential benefits
Adapt products and promotion
Currently testing: Push polling
Google Surveys
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Entry points Checkout processSub. Landing Page
Subscription funnel strategic stages
Can users easily access your subscription offerings?
Do you make it attractive to subscribe?
How easy is it to sign-up?
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Entry points
Entry Points optimizations
Paywall
● Showcasing one or multiple packages w/ benefits
● Showcasing pricing & discounts ● Impactful format: Lightbox,
Toaster
CTA buttons
● CTA in sticky header on all Desktop and Mobile pages
● Design: Warm/contrasted color & rounded buttons
Sub. Landing Page
Landing Page optimizationsPsychological principles
● Price Anchoring● Package Decoy● Impactful format: Lightbox, Toaster
Benefits
● Anytime cancellation ● Bullet points ● Max 5/6 benefits
Look & Feel
● Visuals/Screenshots of package offerings● Mid. package: “Best Value” label & Larger size
Top of the page
● Value proposition tagline● Emotional Bond: Values & Mission
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Checkout process
Checkout optimizations
Reduce friction
● Ask for as little information as needed
● Manage within 1-page● Use auto-fill● Employ convenient
payment systems● Repeat “Cancel Anytime”
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*Southeast Missourian digital subscriptions
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