One-size-fits-all strategies are out. Paywall models that adapt to the reader are in, and Jeune Afrique is reaping in the benefits.
In early 2024, Jeune Afrique revamped their subscription model with the goal of better targeting different reader groups, presenting them with messaging, pricing and subscription offers suited to their profile and context. Although this dynamic strategy should be prioritized by all types of publishers, it's particularly valuable for Jeune Afrique who have a very wide readership across the world, with unique needs, propensity to subscribe, payment methods, and more.
Tools used to implement this strategy: Poool Access (dynamic paywall), Poool Engage (dynamic engagement and retention modules & landing pages), Chargebee subscription management
First steps to a dynamic paywall model: audience segmentation
- Using Poool's native segmentation based on engagement groups to test strategies for each segment
- Developing this engagement scoring to adapt to JA's context
Jeune Afrique's engagement calculation:
- Time since last visit
- Number of visits in the last 90 days
- Number of articles read in the last 90 days
- Adding a second layer of segmentation based on country, analyzing and grouping countries into 5 segments by propensity, conversion rate & payment method
This resulted in 2 layers of segmentation:
What adapts?
- Currency & payment methods, for instance Euro vs Mobile Money countries
- Promotions and offers
- Messaging and angle of the message
For less engaged readers, the focus is more on sharing JA's value proposition, promoting monthly offers with low commitment. For engaged readers it’s the subscriber benefits that are forefronted, and the subscription offers promoted are for longer-term / annual subscriptions.
Behind the scenes
Within the Poool Dashboard, the subscriptions team can build and modify the different wall designs without turning to tech.
Each design can then be used in the different user segments. Below, the user journey for "Low conversion countries" context, in the "Low RFV" group.
These initial dynamic elements on the paywall alone led to a 30% increase in conversion rate.
Personalized subscription offers page
Taking the same audience segments and aiming to ensure a fluid, consistent journey for each user through the funnel, the Jeune Afrique team also built dynamic subscription offer pages, launching in July 2024.
Currency, payment methods, and subscription offers are adapted to the audience segment.
Conversion rate for this page has increased by 50% since adding this dynamicity
“Building these pages on the Poool Dashboard within the marketing team, instead of having to go through tech, has allowed us to track performance of each segment more closely, and better follow performance through each step in the funnel, completing the data that we already have from the paywalls. We’re now able to refine our segmentation even further and optimize subscription offers for each of these groups.
And we can’t forget the flexibility that this has given us! This is a less measurable success metric, but it’s giving us the freedom to test new ideas, special offers, marketing campaigns etc. without being dependent on tech.”
- Myriam Benyahya, in charge of the digital subscription strategy for Jeune Afrique
Interested in hearing about how you can achieve the same? Get in touch with our team
