Boost Subscriptions by Testing the Access Model
It’s easy to say *testing the access model* is a key to making money from content on the web. Most of you know, that’s easier said than done.
After interviewing Rob Grimshaw, Managing Director of FT.com, about the website’s stellar performance of lifting paid subscriptions and registered users last year, that’s the tactic that stuck to my thoughts.
I won’t go into all the details of how FT.com achieved a 9% lift in online subscriptions. You can read about it in an upcoming case study. But I will say that a series of simple tests around access to content was a huge part of the strategy.
Here’s a takeaway that didn’t make it into the article:
-Test the presentation of pricing
I noticed from a former case study about FT.com that the site formerly presented the pricing of subscriptions as per month or per year. And the new model automatically presented pricing as per week. Example: Under “Standard Subscription” the price is $3.49 per week (52 weeks in total).
When asked if the *per week* presentation boosted subscriptions, Rob said that testing it made “a tangible difference in the kind of response that we get.”