Using propensity modeling to identify readers on a Web site that are likely to subscribe is a growing trend in the industry. Pioneers such as The Wall Street Journal have demonstrated the effectiveness of changing the user journey and the acquisition tactics based on an individual’s likelihood of subscribing to maximise subscription sales while minimising lost advertising revenue.
Mather Economics has developed models of subscription propensity for many publishers, and we are helping them deploy those models within their existing paywalls and tech stacks. While working with publishers on these models, we have observed the marginal effects on subscription propensity from several factors common to propensity models: modal hits, days on site, article pageviews, time per visit, scroll depth, content breadth, and many other variables.
Read the full article from INMA: User engagement, environment are key inputs driving propensity to subscribe