Supporting a publisher to optimise its access model and improve conversion metrics

A specialist publication for the fashion industry had begun experiencing stagnating subscriber numbers. The client were interested in what improvements could be made to their access model that would lead to higher conversion metrics. Furthermore, they were in need of a new way of working that would enable the company to grow sustainably in the long-term.

The eight-week engagement included:

• Extensive diagnostic phase including deep data analysis to identify opportunities for consumer traffic growth.
• Interviews with the C-suite team as part of a corporate governance audit focused on organisational alignment.
• Collaborative workshop sessions to advise and facilitate their North Star framework.
  
  

• Bespoke corporate governance structure which enables clear alignment within functions and missions, impacting decision-making and wider organisational understanding of how individuals are contributing to growth.
• North Star strategy with a feasible and ambitious ultimate goal, clear outcomes and developed hypotheses.
• Clear gating strategy for premium content detailing which article formats should be made available for sampling based on users’ propensity to subscribe while remaining aligned with the publication’s overall value proposition.
• Created user personas for the publisher to better understand user needs and wants.
• Established a roadmap for experimentation identifying quick wins as well as longer-term projects that would enable the publisher to reach its ambitious North Star strategy within the next three years.