Natalie Myers

Boost Subscriptions by Testing the Access Model

April 7th, 2009

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, 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 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 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.”

Natalie Myers

About Natalie Myers

Natalie Myers writes for MarketingSherpa’s Great Minds and Content Biz newsletters. She covers a broad array of topics for Great Minds, regularly interviewing thought leaders and experienced marketers about innovative or highly successful marketing strategies. For Content Biz she focuses specifically on online subscriptions models, including anything you pay for to read, listen to, watch, rent (as in Software as a Service models), etc.

She writes blog posts about topics relating to her beats, including useful information from interviews that doesn’t make it into an article.

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