Is Your Paywall Up to Snuff?
March 8, 2013
1) The Metered Approach: You want to give people the opportunity to discover and sample your content before asking them to pay for it. Think grocery store sample days: would you have bought that extra sharp cheddar from the cheese house you never heard of before if you hadn’t savored that tasty morsel presented on a toothpick by your local grocer’s friendly sample girl or guy?
Of course, there are several versions of the metered approach and your version should reflect the needs of your audience. Which leads to . . .
2) Targeted Paywalls: Yes, context awareness applies to your paywall, too. Analyze your users’ activities, target those who demonstrate authentic and invested consumption of your content AND reward them with versions of a paywall that suit their preferences and show appreciation for their commitment to you.
3) Paywall Perks: Don’t limit your paywall to content. Provide additional products/perks through paywall arrangements—not only to integrate your paywall with your additional revenue strategies, but also to provide incentive for users to embrace it.
4) Diversified Options: When you spend time on context awareness, it becomes clear that your audience has a diversity of preferences when it comes to their reading habits. Some want a subscription. Some just want to pay per article. Others want something in between. Present them with options and you are likely to glean more paying readers.
5) Multi-channel Delivery: We’ve talked about this for your overall content strategy—and it’s equally relevant for the paywall portion of your strategy. Make sure your readers can get the content they want, when they want it, where they want it and they will be willing to pay for it.