As part of our “Success Story” series, we had the opportunity to interview Katarina Dear, Global Marketing Manager, and Jérémie Kieffer, Product Owner, of the group Prisma media. Prisma, leader of dual media groups and no.1 magazine publisher in France, recently opted for our paywall solution, Poool Access, on their website Capital.fr.
During this interview, we wanted to understand their challenges, needs and how our solution proved useful to them in testing out a registration wall on their website.
The Registration Wall: a first step
Capital's main goal, like other websites in the Prisma Media group, is to reduce their dependence on ad-based revenue and develop alternative monetization sources.
Their first step of this long-term strategy was to implement a registration wall on the Capital website. The main aims of this action included:
- To test out readers' desire for creating an account in return for access to premium content and a registered user experience (saved articles, simplified reading...).
- Build up a subscriber base. This would help the possible launch of a paid, premium offer in the future.
- Develop the percentage of signed-in readers on the website to better monitor user behavior and be able to track them across-devices.
- Collect user data to improve their value proposition and sell advertising inventories.
Although this test is a good idea from a strategic point of view, the teams at Capital were faced with 2 concerns:
- How can we launch a registration wall without impacting advertising revenue?
- When is the optimal time and context to ask a user to register?
NB: 6 years ago, the teams of Prisma set up a test where they asked users to pay for an article as a single unit, testing the reader's appetite for content. The idea was abandoned as the publisher's paid model was weak and readers were reluctant to pay for content at the time.
Implement a Register Wall, without putting ad-revue at risk.
To answer these two concerns, Capital therefore decided to integrate a registration wall on their website with a first easy journey, perfectly suited to the situation.
Within the Poool Access dashboard, the teams set up the following test: after reading 5 articles, the reader is blocked by a register wall and must create an account to access content. Once the account is created, they are automatically redirected back to the article that they were reading and now have unlimited access to all articles (provided they remain logged in).
Offering the register wall after 5 articles allowed the Capital teams to:
- Deploy a register wall to the most engaged readers who are already convinced by the value proposition and so more likely to convert;
- Limit the impact on engagement and ad-revenue, as visitors who read fewer that 4 articles, i.e. the majority of readers, are not affected by this wall.
Encouraging initial results
Having only been initiated the test on the 11th of August 2020, it's rather difficult to draw firm conclusions on the success or failure of this test for the time being.
However, the teams of Capital are very enthusiastic about the registration wall given the initial results obtained. Within just a few weeks, they were able to convert several thousand anonymous readers into members.
But this only the beginning. Capital aim to deepen and diversify the tests to further improve results. For example, by:
- Adapting the user journey according to the type of article read;
- Adapting the user journey according to the user's profile and their reader’s context (source, device and so on.).
But the goal is still the same - finding the optimal time to convert a reader to a registered user with the least possible impact on advertising revenue.
What about Poool Access?
As in every interview with our customers, we wanted to find out what the teams at Capital thought of our solution. So, we asked them what they found useful and what could be improved.
According to them, the simplicity of Poool integration was a real strong point and allowed them to install the solution with ease. The teams of Prisma also underline the gains in terms of profit: “Installing Poool Access is cheaper for us than managing everything internally, without the solution we would have taken more time to reach this level”. It's also a real timesaver as customer support is available to answer questions according to Katarina Dear.
In terms of improvements, according to Katarina and Jeremie, the main difficulty has been to understand statistics from the wall. What data is coming back? How can we efficiently analyze results? What part should be analyzed in the Poool Access dashboard and what part should be reported in their measurement tools? This is great feedback, and we are currently working with the product teams on optimizing the statistical experience for our customers.
Thanks to Katarina and Jeremie for sharing this experience!