Registration is a valuable model for digital publishers at any level of maturity or revenue model:
For advertising revenue focused organizations, converting anonymous readers into known members allows you to collect first-party data and reader IDs, increase engagement for more eyes on page, personalize advertising and improve the user experience. 20 Minutes in France is a great example.
For those looking to launch a digital subscription product in the future, registration allows you to build a base of qualified potential subscribers, increase propensity to subscribe (when you do launch) and provide a testing ground for conversion messaging. Blick in Switzerland did exactly this, providing a very solid foundation for their premium offer.
Finally, publishers who have already launched a digital subscription model and are fairly mature in this strategy can use registration to move non-subscribers through the funnel, diversify their revenue streams and acquisition channels, as well as collect first-party data to target engaged prospects. The Economist in the UK, for instance, presents a double-wall, asking for subscription but also offering an additional article for free in exchange for registering.
In this workshop, first presented in Q1 2024 in London, we share how to use these goals to build the optimal registration journey, not simply converting anonymous readers into subscribers, but maximizing the value of this for your revenue goals.
Key moments in the registration funnel to optimize
- Visibility of your registration offer and the value exchange. The goal here is to ensure a reader is aware of the value they can get in exchange for creating an account before they're hit by the registration wall
- Diversifying your acquisition channels. Ensuring registration can come from a variety of places. Content, of course, but also games, commenting, competitions, side verticals…
- Collecting data. Balancing collecting enough in the registration process without frustrating the user, and then progressive profiling over time
- Onboarding. Welcoming your new member, showing the value they now have access to and aiming to increase engagement, just like you would for subscribers
- First moments. Bring the reader back to content and show them around their account space
