1- Google News Consumer Insight helps you define your key segments
2- You chose the KPI to improve + the most relevant strategy to reach your goal
3 — Poool allows you to set and test your monetization strategy for each segment
You grow your incomes. Simple. Basic.

Publisher Market Shift

As you already know, it’s been a few years now since digital subscriptions and paywalls appeared.

There are more and more sources of income and the new goal for publishers is to maximize their ARPU (Average Revenue Per User). For this reason, more publishers are deciding to set a custom monetization strategy depending on users’ profiles. The wording is carefully chosen.

Custom

Set a custom monetization strategy”:

In order to create a custom monetization strategy, it is important to know all of the groups composing the publisher’s audience. Customization is not an end in itself, it aims at reaching a defined goal by giving a particular experience to each key segment.

Good news: Google Consumer News Insight allows you to do that. It is simple and free. You just have to link your Google Analytics account here, and there you go :)

Step 1 : Determine your engagement tunnel

News Consumer Insights has defined an engagement funnel to divide your Google Analytics data into key audiences so that you can identify clearly the value and the potential of your website.

In other words, the objective is to maximize the ARPU for every step of the engagement tunnel.

Step 2 : Compare your KPI with those from the market and the best publishers

In the “News Consumer Insights” report, Google has created a custom stat to help publishers understanding the value of each users segment. This score, called “User Value Score” (UVS), is calculated with key indicators (viewed pages per user, average session duration, average sessions per user and average pages per session). It is compared to the benchmark. This KPI focuses on the engagement level of your users segments with your content by giving you information about potential new income.

It’s free and you can start here!

Monetization strategy

Set a custom monetization strategy”:

Thanks to this first analysis by Google Consumer News Insight you could identify the key segments and their impacts on your business models (ads, subscriptions, events, etc …) and you also have a lot of quantitative and qualitative data. Now, it is possible to identify the KPI that are over-performing and those which are under-performing.

How is performing my “casual readers” segment in terms of frequency and number of viewed pages in comparison to the average? What time did my “brand lovers” spend per visit? Etc …

Now you can define new goals to reach per reader, and a strategy to set in order to attain these goals.

My casual readers are leaving my website when they’re facing a paywall. Would it be interesting to offer all of the premium articles on their first visit to develop the number of viewed pages and the frequency? I’d like to increase the frequency of my loyal readers’ visits. How can I increase the newsletter subscribers’ rate?

As many questions and strategies as statements!

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Set

“Set a custom monetization strategy”:

When you know the key segments, the correct strategy for each segment and the KPI to reach, you have to set it. Marketing teams have to set monetization strategies, test them and optimize them very easily, in a short amount of time.

It’s rare to find the right strategy to choose for the first try. It is usually when you do many tests, make some mistakes, find out some things, analyze some results that you find the right formula (if you ever find it).

Great news: that is exactly what Poool allows you to do. We have developed a SaaS solution that gives YOU the control on the creation of key segments based on Google Consumer News Insights’ recommendations, to deploy and A/B test the pricing stratégies that you chose, and grow your incomes.

Example: let’s say you have a freemium model and that you have seen that your casual readers have less visits than the average. One of the possible solutions is to offer all of the premium articles to the reader right from their first visit (and explain it to them). Thanks to Poool you can create the journey for this segment and AB test it. Maybe on 20% of your whole traffic, at first, and then, increase it? Only results will tell you :)

This reasoning is true for this segment, but also for all of the segments that you want to create (depending on the engagement, the source, the device and more data). And, thanks to Poool, you can improve your chosen KPI for each segment by testing different prices, offers and content access options.

In conclusion:

To set a custom pricing strategy, it is important to :

  • Create key segments
  • Choose the KPI to reach for each segment
  • Define problematic areas and improvement areas
  • Create new strategies to put to the test in order to reach the KPI
  • Set these strategies (ideally by AB testing a small percentage)
  • Analyze the results and iterate :)

If you are curious and you want to know how to easily set a custom pricing strategy, contact us :)