It’s been a year since we launched our first product: a dynamic paywall that helps publishers launch, test and optimize their monetization strategies based on readers’ profiles.
This first year allowed us to deploy our solution in more than 20 press groups, mainly in France and Belgium. Thanks to these clients, we now have a better understanding of publishers’ needs and expectations when trying to effectively manage their paywall strategy. Here are some key elements:
1 — Paywall personalization is on the rise, and publishers want to make sure it’s done well. Offering the same experience to every reader will make most of them leave the website. To avoid this, marketing teams have started using behavioral, CRM and predictive data to improve reactions towards paywalls.
2 — Publishers want full control of how readers access their content by having on hand a collection of actions to can be trialled and offered to their readers. This allows them to easily achieve their goal of engaging and transforming readers as well as monetizing and collection data at the same time.
3 — Publishers want to be able to closely analyze their engagement and acquisition funnel, from readers’ first visit to their conversion and beyond. They want to know exactly how people behave when facing their paywall and if each action and scenario work effectively depending on the reader, the device, etc …
Thanks to these findings, many questions arose within the team:
- Should we develop a data management platform into Poool to allow publishers to better segment their audience?
- Should we develop an analytics platform like Google Analytics within Poool to allow publishers to effectively understand their engagement and acquisition funnels?
If you ask the right questions, the answer will be obvious
Do more with less
We can’t and don’t want to develop a platform that does absolutely everything that publishers want (that’s just not our mission). Instead, we’ve chosen to focus on our personal mission: to offer a simple and specific experience of accessing and financing content for both the readers and publishers in order to grow the number of paying readers on their website.
How are we doing this? By focusing on the most urgent and least addressed publisher needs: an open SaaS platform allowing specific rules to be set up for accessing and financing content for each reader. As this is quite a large and complex, our platform should be the opposite: Open — Simple —User-Friendly for you, and your readers
What it will look like:
Publishers will be able to use their own data more easily (ex: a data layer), and/or directly from their data tools like Kameleoon, Mediarithmics and many others. In this way, publishers can benefit from a precise segmentation , adapted to their needs. Pair segmentation fineness with good action and the right content, and publishers will be able to maximize value per reader.
What’s more, publishers, through their standard analytics tools, will be able to retrieve the readers’ behavior when faced with the paywall, based on their segment or an A / B test. They will then be able to carry out further result-analysis studies and improve their scenarios accordingly.
New products, new devices
Increasing the number of paying subscribers on publishers’ website implies that we must be where the reader is. This is why Poool will be compatible within the AMP ecosystem in the next few weeks (get in touch if you want to try the beta program).
Increasing the number of paying subscribers on publishers’ websites also implies that we need to offer more than just marketing. We will soon launch 2 additional products to tackle a growing problem: how can readers pay and subscribe only for the content they love? Our goal: increase the number of paying readers on publishers’ websites.
These 2 products are complementary. The first has the delicate mission to increase the number of readers who pay for content, and the second will allow these same readers to take the step from paying to read to subscribing.
Do more for less
On top of that, we will do more for less. Quite literally, this means that we will hugely decreasing our pricing, starting at just 250€/month. And there are many reasons to this change:
- Our tool is simple, clear and easy to understand, as our pricing.
- Our tool complements the ecosystem. It doesn’t replace it. Hence our pricing reflects this.
- We want to help build a sustainable media ecosystem and reach 1000+ publishers and 500M+ readers, so our pricing needs to help, not harm