Situation
Our client was a leading Indian markets analysis & news publisher part of one of the country’s largest media conglomerates. Prior to our engagement, the publisher had experienced rapid growth which left the need to retrospectively implement engagement-led subscription fundamentals across its platform. FTS discovered an opportunity to improve its call-to-action with non-subscribers, new and recurring - given the high volume of non-paying users visiting the website daily.
Intervention
The publisher was a participant of our Subscriptions Academy India 2022 programme, run in partnership with the Google News Initiative. As part of this programme, FTS helped the publisher design and run an experiment around introducing and promoting a free trial for first-time users - to better convert the very high volume of free users on site discovered.
The objective of the experiment was to encourage sampling of premium content amongst new users, thereby improving the attractiveness of the publisher’s digital subscription offering.
Results
The intervention was effective in attracting non-subscribers to sign up to a trial:
- Targeted users clicked through to the billing page at a strong, consistent rate
- Targeted users completion rates were strong, indicating an effective check-out process for interested users
“We were growing really fast and we were enjoying the ride without really stopping to think. FT Strategies has given us the opportunity to look inwards; this project has given us direction and guidance we can really take forward.”
Editor
