Making Your Paywall Pay
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How much content should we give away for free? Learn how to determine which reader revenue program works for your organization and what content should require a subscription. Learn more about the audience development solutions Parse.ly offers: https://www.parse.ly/audience-development-solutions/
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Making Your Paywall Pay
- 1. Making Your Paywall Pay
- 2. @parsely #parselyauddev Today’s Speaker Kelsey Arendt Head of Audience Development
- 4. @parsely #parselyauddev If the Parse.ly blog went behind a paywall… ...at 10 articles free per month, ...of our ~3000 monthly readers, ...only 16 would ever be served a subscription CTA
- 5. @parsely #ParselyContent@parsely #parselyauddev What’s the ideal “free article” limit? Is a metered paywall the right way to go? How should we decide?
- 6. @parsely #parselyauddev Disclaimer: We’re never going behind a paywall parse.ly/data-newsletter blog.parse.ly
- 7. @parsely #parselyauddev We analyzed subscription models across 1,870 domains in Parse.ly's network: Free: No paywall, all articles are free of charge Membership: Content is mostly free, with exclusive benefits Metered or Partial: Some free content, some premium content Full: User without subscription cannot see any of the article on the website
- 8. @parsely #parselyauddev Types of Paywall Methods
- 9. @parsely #parselyauddev Understand your loyalty distribution How often do your visitors read? How deep do they read each time they visit? Parse.ly's blog for a sample month: Parse.ly Blog visits, per user
- 10. @parsely #parselyauddev Do you have a pattern like the Parse.ly blog? At 10 free articles… • Only 16 readers will ever even be asked to subscribe • That’s 0.58% of our total audience that just get a CTA • The % who actually convert is likely to be much smaller.
- 11. @parsely #parselyauddev So now we consider moving the cap At 5 free articles… • 31 readers will be asked to subscribe • That’s 1.12% of our total readership (a little better!) • Even if our CTA was 100% successful, can we make ends meet?
- 12. @parsely #ParselyContent@parsely #parselyauddev How often do your visitors read? How deep to they read each time?
- 13. @parsely #parselyauddev Reader frequency, and session depth
- 14. @parsely #ParselyContent@parsely #parselyauddev Back to the Parse.ly blog…
- 15. @parsely #parselyauddev There are other interesting signals here: Parse.ly readership stabilizes around 5 reads/month The +10 bump Who are these superusers? Contributors? Parse.ly Blog visits, per user
- 16. @parsely #parselyauddev Maybe memberships? • Our aggregated data proves when to ask your readers for something • Loyalty = commitment to your business • Where is your audience telling you they’re most committed? Forge a meaningful (and monetize-able!) relationship
- 17. @parsely #parselyauddev How to find your exclusive content:
- 18. @parsely #parselyauddev How to find your exclusive content:
- 19. @parsely #parselyauddev Your superuser loyalty might be more nuanced Break down the content that is most popular with your most loyal readers
- 20. @parsely #parselyauddev At the end of the day, we must diversify revenue. Paywalls alone won’t save journalism.
- 21. @parsely #parselyauddev Subscriptions are only one method of monetization You don’t want 90% of your traffic coming from Facebook. You don’t want 90% of your personal wealth in one bank account. Your revenue model should also be diverse.
- 22. @parsely #parselyauddev Paywalls also don’t break other bad habits: Paywalls did not save our newspapers. Paywalls did not improve the content. Paywalls did not stop staff from being laid off or positions from being eliminated through attrition. Paywalls didn’t stop reporters from feeling pressure to have a story go viral – even if it was about something that you’d rather not have your name attached to. — Mollie Bryant, MediaShift “ “”
- 23. @parsely #ParselyContent@parsely #parselyauddev But listening to our audiences, and using THAT data to inform our business models, now that just might.
- 24. @parsely #ParselyContent@parsely #parselyauddev Visit: www.parse.ly/audience-development-solutions/ Email: kelsey@parsely.com We’re here to help you make the most out of your audience data.
- 25. Making Your Paywall Pay #parselyauddev QUESTIONS? @parsely
- 26. Get the right kind of attention. hello@parsely.com @parsely Parse.ly