We interviewed product owner Jimmy Temporao and CRM manager at Lagardère Lamine Tazibt to find out about their experience with Poool Access and how our dynamic paywall enabled them to make better business decisions all the while increasing their subscriber base.
Not sure what a paywall is or how it can benefit you? Check out our article 'What is a Paywall? Definition, examples and best practices'!
Launching a paywall without risk.
At the start of 2020, JDD launched a digital subscription offer. Before this point though, their business model was largely based around ad-revenues and the option for readers to purchase individual premium articles without the need to subscribe.
With the view of introducing a subscription offer, Journal du Dimanche had a few concerns holding them back. How is it possible to make readers aware of digital subscription offers and convert them into paying subscribers without negatively impacting engagement or ad-based revenue?
This is where Poool came to the rescue.
Working on a step by step solution:
With little idea about what would work best for the publisher to reach their aims, the team at JDD opted for Poool's solution, Poool Access, which allows full flexibility in managing the paywall, user journey and premium strategy.
This solution allowed them to maximize their chances of succeeding in their premium strategy whilst minimizing the risks involved. This was mainly thanks to the ease of A/B testing, full control for the marketing team to make changes quickly and easily as well as audience segmentation, allowing for different user journeys to be assigned to each segment.
Strategies adapt over time.
1 - The first step was to start with simple paywall scenarios (via a required subscription) in order to get an initial idea of reader's reactions to the wall.
2 - Then, the team wanted to A/B test different offers and subscription prices, including a free offer, with the aim of measuring whether cost had an impact on conversion rates.
3 - Finally, they created a fully dynamic wall where audience segments, based on the reader’s profile and behavior, assigned the reader a certain user journey, meaning they were offered the optimal wall for them. With this, they aimed to increase the number of digital subscribers whilst achieving some short-term objectives based around engagement and lead generation.
One of the tests involved asking for a user's email in exchange for access to an article. This use journey was presented to audiences who didn't appear ready to subscribe yet.
- The paywall is now the primary generator of digital subscribers for Le Journal du Dimanche.
- The JDD team now has a better understanding of their readers thanks to the different user segments and tests carried out over the last few months.
- The paywall also enabled them to gain over 100,000 newsletter subscribers.
Though the paywall strategy played a major role for this success, other elements also came into play:
- The offers available, adapted and enticing to their readers.
- The simplicity of the subscription process.
- The quality of content and match of value proposition to readers’ expectations.
- External elements such as lockdown. Readers were more likely to read articles and subscribe, as they had more time and couldn't always access print media.
NB: Throughout the different tests, JDD noticed that readers who gave their email addresses were more likely to subscribe in the future than anonymous readers. The aim of the team was therefore to collect as many email addresses as possible in order to maximize the number of subscribers.
What do you think of Poool Access?
As in each of our Success Stories, we really appreciate having some feedback from the publisher, both positive and negative, so that we can carry on optimizing our solution in the future.
Lamine and Jimmy were won over by several aspects:
- Increased engagement.
- The intuitive aspect of the product.
- The products ability to run several journey types simultaneously.
What about improvement?
The simplicity of implementation of A/B tests is a real plus. But, according to the JDD team, the analysis of A/B test results could be made easier by directly displaying the most optimal version of the test.
We'd like to thank Lamine and Jimmy for their feedback. It will all be taken into account by our team and will enables us to better ourselves a little more each day.