digital subscriptions boosted: survey of 900 u.s. news consumers reveals four key insights to...

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Digital Subscriptions Boosted:Survey of 900 U.S. news consumers reveals four key insights to increase your subscriber base

Background: Newspaper attempting to increase its online subscriptions.

Goal: To increase clickthrough.

Research Question: Which landing page will generate the highest clickthrough rate?

Test Design: A/B multifactorial, radical redesign split test

Experiment ID: TP1481Record Location: MECLABS Research LibraryResearch Partner: Protected

Experiment: Background

Experiment: Which version will win?Version B – Focus on

Discounted Entry-level PriceVersion A – Focus on Value

Experiment: Which version will win?Version B – Focus on

Discounted Entry-level PriceVersion A – Focus on Value

173% increase

in clickthrough

Design Clickthrough Rate % Rel. Change

Version A – Focus on Value 41.63% 173.24%

Version B – Focus on Price 15.24% -

Relative increase in clickthrough173%Version A increased clickthrough by 173.24%.

Experiment: Results

Experiment: Which version will win?Version B – Focus on

Discounted Entry-level PriceVersion A – Focus on Value

173% increase

in clickthrough Why?

Today’s speakers

Austin McCrawSenior Director, Content Production,MECLABS Institute

Selena BlueManager, Editorial Content,MECLABS Institute

MECLABS Executive Series

Key Insights Discovered Through:

• A survey of 900 people who earn at least $40,000 annually

• Interviews with industry and academic experts

• Existing research conducted by MarketingExperiments and its parent company, MECLABS Institute

Expert contributors

In today’s clinic, we will discuss four key insights

into boosting subscription revenue, taken from our

latest issue of the MECLABS Executive Series

Today’s focus

Download at: www.meclabs.com/ExecSeries

Boost your digital subscriptions

Key Insights

1. Digital subscriptions lack a perceived product-level value proposition. We must sell the value of not just our service, but of the platform as well.

Executive Series research

Download at: www.meclabs.com/ExecSeries

Product-level value proposition

1

3

2

Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors?

Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors?

Question: If I am [PROSPECT A], why should I buy this product rather than any other product?

Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad?

Prospect B

PRODUCT

#3

PRODUCT

#4

PRODUCT

#1

PRODUCT

#2PRODUCT

#3

PRODUCT

#4

PRODUCT

#2

PRODUCT

#3

PRODUCT

#4

Primary Value

Proposition

Conversion steps associated with a specific product

PRODUCT

#2

The Value Proposition Spectrum

PROSPECT-LEVEL

PROCESS-LEVEL

PRODUCT

#1PRODUCT

#1

PRODUCT-LEVEL

Experiment: Side-by-sideVersion B – Focus on

Discounted Entry-level PriceVersion A – Focus on Value

173% increase

in clickthrough

Version A – Focus on entry-level discounted price

Version B – Focus on value of digital subscription

Version B – Focus on value of digital subscription

Experiment: Side-by-sideVersion B – Focus on

Discounted Entry-level PriceVersion A – Focus on Value

173% increase

in clickthrough

Boost your digital subscriptions

Key Insights

1. Digital subscriptions lack a perceived product-level value proposition. We must sell the value of not just our service, but of the platform as well.

2. Consumers have been conditioned to expect a seamless digital experience. We must minimize any friction or barriers standing in the way of a subscription.

Executive Series research

Download at: www.meclabs.com/ExecSeries

Background: A large news media organization wants to increase subscriptions.

Goal: To increase digital subscriptions by determining the optimal placement for the article counter that alerts readers when they are reaching their free-article limit.

Research Question: Which meter treatment will result in more conversion?

Test Design: A/B split test

Experiment ID: TP11339Record Location: MECLABS Research LibraryResearch Partner: Protected

Experiment: Background

1st article

1st article

2nd article

2nd article

3rd article

3rd article

4th article

4th article

5th article

5th article

Control

Treatment

Meter Meter

Meter Meter

Experiment: Control and Treatment

Last Article Warning

TreatmentControl

115% increase in subscriptions

Experiment: Side-by-side

Last Article Warning

5th article

v

Design Subscription Rate % Rel. Change

Control .03% -

Treatment .06% 114.84%

Relative increase in subscriptions115%The Treatment significantly increased conversion by 114.84%.

Experiment: Results

Boost your digital subscriptions

Key Insights

1. Digital subscriptions lack a perceived product-level value proposition. We must sell the value of not just our service, but of the platform as well.

2. Consumers have been conditioned to expect a seamless digital experience. We must minimize any friction or barriers standing in the way of a subscription.

3. Exclusivity is the primary motivation for subscribers. We must make the customer think, “I can only get this from you.”

Executive Series research

Download at: www.meclabs.com/ExecSeries

Executive Series research

Download at: www.meclabs.com/ExecSeries

Experiment – Version AVersion A

• The original form asks visitors to subscribe without actually asking them to subscribe or specifying what they get

Experiment – Version BVersion B

• The new form clearly lets visitors know what they are subscribing too, and includes supporting copy about the exclusive features available to subscribers

Experiment – Side by side

Version B

40%Opt-in

Version A

Boost your digital subscriptions

Key Insights

1. Digital subscriptions lack a perceived product-level value proposition. We must sell the value of not just our service, but of the platform as well.

2. Consumers have been conditioned to expect a seamless digital experience. We must minimize any friction or barriers standing in the way of a subscription.

3. Exclusivity is the primary motivation for subscribers. We must make the customer think, “I can only get this from you.”

4. Customers are waiting for you to ask them to engage. We must invite them to subscribe.

Executive Series research

• 49% of consumers are likely to consider registering for free with their email to access information or articles they want to read

• 63% of consumers are likely to consider registering for free to receive customized emails with content tailored to their preferences

“There was a belief that we had to soften a user before they would be willing us information about themselves… What we

saw was that customers are much more willing to engage with us engage with us than I think we thought they were.”

– Peter Doucette, Vice President of Consumer Sales and Marketing,

Boston Globe

Executive Series Research

Version A

Experiment: Version A

Experiment: Version B Version B

Experiment: Side-by-side

Version B

Version A

64% in Conversions

Does my page properly communicate the value of digital-subscription as a platform, not just the value of my product or service?

Is my subscription path seamless, avoiding unnecessary friction or barriers?

Am I doing enough to emphasize the exclusive features of my product or service?

Does my page actively ask customers to engage, nudging them toward an eventual invitation to subscribe?

Checklist: Boost your digital subscriptions

Live Optimization

MECLABS Live Optimization Webinar

Register and submit your page at www.meclabs.com/live-opt

Tune in on April 21 at 4 p.m. EDT

In this interactive webinar, you will: • See how principles and takeaways from MECLABS behavioral research (with over 20,000 path experiments) can be applied to real websites and emails • Offer interactive feedback on material submitted by fellow attendees • Gain valuable advice for your own campaigns (if selected)

Live Optimization: Panopto

Site:http://panopto.com/try/

Primary Audience: B2B

Page Purpose: SAS, Demo download

Submitted by: Ari

Update speaker notes

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