Anne Holland

Langa Converts 13% Free Readers to Paid

February 14th, 2002

Quick update to a MarketingSherpa Case Study from March 2001. 10,000 Subscribers Pay $10 Each for “PLUS!” Edition of the Free LangaList Email Newsletter describing ezine Publisher Fred Langa’s first few months of transition from free to for-fee.

According to a story in today’s eBusiness Secrets, Langa now has 145,000 free subscribers, 19,000 of whom have anted up the $11-$12 annual subscription fee. That’s a bit more than a 13% conversion rate – which is unusually high, however, Langa’s price is unusually low.

Is it worth lowering your price to try to get more buyers? My new Tech Editor Alexis Gutzman just reminded me that research shows about 25-30% of online customers require some type of customer service. Perhaps they email you, or there are credit card snafus, or whatever, so you have to add that cost in whenever you are considering growing your subscription file. More customers means more customer service costs. (Not that I don’t fully appreciate what Langa is doing — he rocks.)

http://www.marketingsherpa.com/article.php?ident=22521

http://secretspro.com/ebusinesssecrets

http://www.langa.com

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