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 number 1 in publications magazine in France, recently opted for our paywall solution, Poool Access, on their website Capital.fr.
During this interview, we wanted to understand what were their challenges, their needs, and how our solution Poool Access was useful for them to test the implementation of a register wall on their website Capital.fr.
The register wall: a first step towards a long-term strategic issue
The main goal of Capital.fr, like other websites of the group Prisma media, is to reduce the monetary dependence resulting from advertising-based revenue by developing other sources of revenue.
The first step of this long-term strategy was then to implement a register wall on the Capital.fr website. Why? The aims of this test were multiple:
- Test readers' appetite for creating an account in return for an access to premium contents and a member experience (saved articles, simplified reading...);
- Build up a base of subscribers, in the case of a launch of a medium / long term premium strategy;
- Develop the percentage of readers logged on to the website to better monitor user behavior and be able to track them cross-device.
- Collect user data to improve value and sell advertising inventory.
However, although this test is a good idea from a strategic point of view, the teams of Capital were faced with 2 concerns:
- How to launch a register wall impacting advertising revenue as little as possible and without taking risks?
- What is the best reading time and context to successfully convert an anonymous reader to an engaged reader?
NB: 6 years ago, the teams of Prisma set up a test aiming at purchasing articles by the unit in order to test the readers' appetite for content. The test was stopped at the time, because the paid model in the media was weak, and readers were reluctant to pay for content.
Implement a register wall, without taking risk on advertising revenue
To answer these two concerns, the teams of Capital therefore decided to implement a register wall on their website with a first easy journey, but 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 have access to the content. Once the account is created, they are automatically redirected to the article they were reading, and can access all articles unlimited (provided they remain logged in).
Offering the register wall after 5 articles allows the teams of Capital to:
- Deploy a register wall to the most engaged readers who are already convinced by the value proposition and more likely to convert;
- Limit the impact on engagement and advertising revenue, as readers with less than 4 articles read, i.e. the majority of readers, are not affected by this change.
Encouraging first results
The test having only been implemented since the 11th of August 2020, it is rather difficult to draw firm conclusions on the success or failure of this first test for the time being.
However, the teams of Capital are, for the moment, rather enthusiastic in view of the first results obtained: they were able, in just a few weeks, to convert several thousand anonymous readers into members.
This first test is only one step. The teams of Capital wish to deepen and diversify the tests to improve the results obtained. For example by:
- Adapting the user journey according to the types of articles read;
- Adapting the user journey according to the user's profile and their reader’s context (source, device and so on.).
The goal is always the same - finding the best time to convert a reader to a member with the least possible impact on advertising revenue.
What about Poool Access?
As in every interview with our customers, we wanted to know what the teams of Capital thought of our solution. So, we asked them to know what is useful to them, and what could be improved. Here is their response.
The simplicity of having a solution that can be easily implemented is a real good point according to them, as is the integration of the solution, which was quick. 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 is also a real timesaver because customer support is available to answer questions according to Katarina Dear.
On the improvement side, according to Katarina and Jeremie, the main difficulty has been to understand the statistics: what data is coming back? How to properly analyze the results? What part should be analyzed in the Poool Access dashboard and what part should be reported in their measurement tools? This is a 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!