It’s been a year since we launched our first product, Poool dynamic paywall that helps publishers launch, test and optimize their monetization strategies based on readers’ profiles.
This first year allowed more than 20 publishers to integrate our solution into their site, 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 that we've learnt:
1 — Paywall personalization is on the rise and publishers want to make sure it’s done well. Offering the same experience to every reader may work for a small percentage but will turn the rest away. 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. Having a collection of actions on hand to trial and offer to readers means that publishers can easily achieve engagement goals and convert readers as well as monetize and collect valuable data all at the same time.
3 — Publishers want to be able to closely analyze their engagement and acquisition funnel. From a user's first visit to your site to when they're faced with a paywall, publishers want to know exactly how people behave at every stage. What effect does each aspect of your acquisition funnel have on the reader? How is this changed when they're on desktop vs mobile? etc…
Thanks to these findings, our team had many questions and ideas:
Should we develop a data management platform integrated 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 one 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 subscribers on their website.
How are we doing this? By focusing on the most urgent and least addressed publisher needs. I.e. an open SaaS platform allowing specific rules to be set up for accessing and financing content for each reader. As this is quite large and complex, our platform will 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 among many others. In this way, publishers can benefit from a precise segmentation, adapted to their needs. Pair segmentation fineness with the right actions and content, and publishers will be able to maximize value per reader.
What’s more, through their standard analytics tools, Publishers will be able to study the reader's behavior when faced with the paywall, based on their segment or an A / B test. They will then be able to carry out further studies of the results and improve their scenarios accordingly.
New products, new devices
Increasing the number of paying subscribers on publishers’ websites 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 of increasing 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 is 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 hinder.
Want to get some more personalized advice on your premium content strategy? Don't hesitate to contact us and we can arrange a meeting!