Anne Holland

MyFamily.com Raises Sub Sales 64% w/ Barrier Page Tests

July 11th, 2003

Barrier Pages Really Matter. I’ve been screaming about this for years (see past 3 years of Blog archives) and sometimes felt like nobody in the subscription sales world was listening (the last time WSJ tested the creative on their barrier page was …never.)

The people who do test – such as CarFax, MIT Tech Review, AmericanGreetings.com, eDiets – show significant leaps in conversion rates. It’s a no brainer – you find out what works and do more of it.

Now MyFamily.com has seen the light. They tested tweaking creative on their barrier page (which they call their “deny page”) and raised subscription sale conversion rates 64%. MediaPost is all excited about this.

Well, I’m happy for them, but DUH! Come on you sub sites – this is 101.

http://www.mediapost.com/dtls_dsp_news.cfm?newsId=211972

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