They’ve managed to do this through intense experimentation across many points in the process, including varying the number of lines of a story a non-subscriber is shown before they get a paywall message.
“This increased trial subscriptions for the funnel in the article by 5 percent, which is really important as that is the main driver of subscriptions on the website,” said Christian Röpke, Chief Digital Officer, ZEIT Verlagsgruppe.
However, despite seeing a steady rise in subscriptions, the publisher has struggled with converting free trial users to paying subscribers and retaining them.
The company’s efforts in navigating this challenge have paid off in the past year after they recorded a 10 percent rise in engagement during the trial phase and a 12 percent uplift in the average retention rate. They now have 297,000 digital subscribers.
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