Promote your subscription
Attract more subscribers on their first day
How can you attract more subscribers on their first day?
Almost 40% of subscribers convert on their first day.
Today, most audiences are on their phones (65%) yet, while mobile users click on subscription pages at the same rate as desktop users (1.5%), only 20% of mobile users will actually subscribe - compared to 42% on desktop, according to research by Piano.
💡 Best practices:
- Promote across your site, including mobile
- Offer three subscription package options to make decisions easy
- Highlight your best option and make it the default
- Display options so they’re easy to compare
What information should a subscription page include?
- Your mission
- Length (annual, monthly, weekly)
- Cancellation policy
- Buttons to subscribe
Promote across your site, including mobile
News organizations might feel a little uncomfortable promoting themselves - after all, shouldn’t the journalism speak for itself?
But if your audience doesn’t know you have a subscription, they also don’t have an opportunity to support your journalism.
💡 Best practices:
- Add a “Subscribe” button to an anchored navigation bar
- Use "Join” or “Start" instead of “Subscribe” or “Sign Up” in your buttons
- Add text promotions within articles, especially articles that have the most engagement or are the most popular with subscribers
- If you have display ads, advertise with house ads
- Customize marketing messages for specific audiences
💡 Best practices to share the impact of your news organization :
- Share the impact that your reporting has in an annual report
- Use a value proposition to highlight your news organization’s unique contributions
- Add your mission or values to the top of the subscription page, so it’s clear what a subscription supports
💡 Offer three options to make decisions easy
It’s tempting to offer more options, because logically, you audiences have different needs.
But research has found that if a person is given fewer choices, they’re actually more likely to buy.
The researchers displayed 24 jams at a grocery store on one day, and 6 jams on another day.
In the 24 jam display, only 3% of shoppers bought jam - but at the six jam display, 30% bought jam.
It takes time and energy to understand and compare options - reducing the number of options can make it more likely that someone will subscribe
💡 Best practice: offer three options
Highlight your best option
Your best option is the option you want most of your subscribers to choose, like a digital subscription if you’re a print newspaper, or an annual subscription because you offer a cheaper monthly rate.
Regardless of which option is best, make your best option stand out from your other options.
💡 Best practices:
- On mobile, anchor your best option as the first option on the top of the page, so it appears without scrolling
- On mobile, only display benefits for your best option
- On desktop, list your best option in the middle
- On desktop, list the most expensive option first
- Label the best option as “Most Popular” or “Reader’s Choice”
- Use a different colored button, background, or animation to make the best option stand out
- If you offer a discount, use “Claim” in your button
Display options so they’re easy to compare
💡 Best practices
- Show images for each option
- Use images that reference your mission or values
- List six benefits or fewer
- Highlight pricing and savings
- Use bullet points or icons
- Add a button for each option - and follow our button best practices
- Add “cancel anytime” at the top, to your benefits, or under each option
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