Case study: Personalisation strategy pays off in registration and paid subscriptions at Sandusky

Case study: Personalised paywall strategy converts at 22% with no traffic loss

A key initiative for newspapers and magazines this year is to explore ways to personalize registration and paywall offers to maximise revenues and build audience relationships - without losing online display ad dollars. 

This case study looks at how Sandusky Newspaper Group organized its paywall strategy to serve different offers for registrationa and purcahse  at different frequencies based on user geography and other behavioral factors. 

This report will discuss:  

* Recommendations for selecting frequency of sessions/days 

* Length of 'cool down' periods between registration and the paywall

* Pricing strategies 

* Key technologies and constultant  used for pre-registration and post-registration behavioral tracking 

* Exploring options based on internal ´theories'

* Results and lessons learned 

Read the full case study here. 

Many thanks to Brandon Erlacher, VP of Strategic Data, Sandusky Newspaper Group for sharing his expertise and thought leadership at the 2018 Mega Conference and subsequent interviews. 

Bonus Revenue Tip: Rethinking how to sell to the real estate market

Best regard, 

Alisa Cromer

LocalMediaInsider

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