Every year, Piano launches its Subscription Performance Benchmarks Report to highlight key learnings based on client data. This time, we'll discuss the decline in traffic growth – and how publishers grow revenue despite it. 54% of publishers saw traffic growth decline – yet 70% of them still managed to grow revenue – primarily by focusing on the fundamentals of subscription testing. In this report, we'll explore why this revenue growth happened, looking at changes in audience behavior and the reader segments that drive subscription growth. Trend data based on YoY changes between Q2 2024 and Q2 2025.
Every year, Piano launches its Subscription Performance Benchmarks Report to highlight key learnings based on client data. This time, we'll discuss the decline in traffic growth – and how publishers grow revenue despite it. 54% of publishers saw traffic growth decline – yet 70% of them still managed to grow revenue – primarily by focusing on the fundamentals of subscription testing. In this report, we'll explore why this revenue growth happened, looking at changes in audience behavior and the reader segments that drive subscription growth. Trend data based on YoY changes between Q2 2024 and Q2 2025.
Publishers are returning to proven subscription marketing tactics: increasing offer exposures to boost conversions and renewal volumes, testing higher prices while eliminating free trials, and raising renewal prices.
Engaging users with the right offers and building deeper relationships with them is essential, as the quality of your audience directly impacts your revenue.
Direct traffic remains the top subscription source
Email and registration campaigns can dramatically boost engagement
Moving even a fraction of one-off users to moderately engaged users pays off significantly
Key takeaways
Publishers are returning to proven subscription marketing tactics: increasing offer exposures to boost conversions and renewal volumes, testing higher prices while eliminating free trials, and raising renewal prices.
Engaging users with the right offers and building deeper relationships with them is essential, as the quality of your audience directly impacts your revenue.
Direct traffic remains the top subscription source
Email and registration campaigns can dramatically boost engagement
Moving even a fraction of one-off users to moderately engaged users pays off significantly
Key takeaways
Traffic down 2%, revenue up 10%
Traffic down 2%, revenue up 10%
Traffic down 2%, revenue up 10%
Traffic, Conversion, and Revenue Growth Q2 2025 vs Q2 2024
Traffic, Conversion, and Revenue Growth Q2 2025 vs Q2 2024
Traffic, Conversion, and Revenue Growth Q2 2025 vs Q2 2024
In the past year, the median number of visitors dropped almost 2%, and conversions have fallen by more than 1% – a sharp contrast from the 9% growth that we saw between 2023 and 2024. Yet, revenue still increased by 10%.
46% of publishers saw increased traffic, while 54% of publishers saw traffic growth decline.
Notably, 70% of those who experienced traffic declines still managed to grow revenue – primarily by focusing on the fundamentals of subscription testing.
In the past year, the median number of visitors dropped almost 2%, and conversions have fallen by more than 1% – a sharp contrast from the 9% growth that we saw between 2023 and 2024. Yet, revenue still increased by 10%.
46% of publishers saw increased traffic, while 54% of publishers saw traffic growth decline.
Notably, 70% of those who experienced traffic declines still managed to grow revenue – primarily by focusing on the fundamentals of subscription testing.
In the past year, the median number of visitors dropped almost 2%, and conversions have fallen by more than 1% – a sharp contrast from the 9% growth that we saw between 2023 and 2024. Yet, revenue still increased by 10%.
46% of publishers saw increased traffic, while 54% of publishers saw traffic growth decline.
Notably, 70% of those who experienced traffic declines still managed to grow revenue – primarily by focusing on the fundamentals of subscription testing.
Visitors Change Median
Visitors Change Median
Visitors Change Median
Social traffic fell 17% this year. While that’s significant, social contributes to traffic way less after dropping more than 40% between 2022 and 2024, as we reported last year. Today, social media makes up just about 11% of traffic, most coming from Facebook.
Social traffic continues to decline
Social traffic fell 17% this year. While that’s significant, social contributes to traffic way less after dropping more than 40% between 2022 and 2024, as we reported last year. Today, social media makes up just about 11% of traffic, most coming from Facebook.
Social traffic continues to decline
Social traffic fell 17% this year. While that’s significant, social contributes to traffic way less after dropping more than 40% between 2022 and 2024, as we reported last year. Today, social media makes up just about 11% of traffic, most coming from Facebook.
Social traffic continues to decline
Search has long been a dependable traffic source for news publishers, but it's now showing signs of decline as well – dropping 6.8% over the past year.
When we analyzed search traffic more closely, we found that most people search for a specific topic and then land directly to an article. However, these 7% of users searching for a publication name and entering through the homepage generated nearly 20% of the overall pageviews. These users consume a median of 6.38 pageviews compared to just 1.66 for those who come from search to an article. This suggests that this subset of search referrals behaves more like direct traffic sending users to a homepage than typical search behavior sending users to an article.
Search is also trending downward
Search has long been a dependable traffic source for news publishers, but it's now showing signs of decline as well – dropping 6.8% over the past year.
When we analyzed search traffic more closely, we found that most people search for a specific topic and then land directly to an article. However, these 7% of users searching for a publication name and entering through the homepage generated nearly 20% of the overall pageviews. These users consume a median of 6.38 pageviews compared to just 1.66 for those who come from search to an article. This suggests that this subset of search referrals behaves more like direct traffic sending users to a homepage than typical search behavior sending users to an article.
Search is also trending downward
Search has long been a dependable traffic source for news publishers, but it's now showing signs of decline as well – dropping 6.8% over the past year.
When we analyzed search traffic more closely, we found that most people search for a specific topic and then land directly to an article. However, these 7% of users searching for a publication name and entering through the homepage generated nearly 20% of the overall pageviews. These users consume a median of 6.38 pageviews compared to just 1.66 for those who come from search to an article. This suggests that this subset of search referrals behaves more like direct traffic sending users to a homepage than typical search behavior sending users to an article.
Search is also trending downward
News aggregators, mostly Google Discover, have driven 12.7% more audience in the past year. Though that's only half of what regular search drives, and it’s still not driving subscriptions.
News aggregators bring visitors, but not subscribers
News aggregators, mostly Google Discover, have driven 12.7% more audience in the past year. Though that's only half of what regular search drives, and it’s still not driving subscriptions.
News aggregators bring visitors, but not subscribers
News aggregators, mostly Google Discover, have driven 12.7% more audience in the past year. Though that's only half of what regular search drives, and it’s still not driving subscriptions.
News aggregators bring visitors, but not subscribers
Piano publishers regularly share concerns about the rise of Google’s AI Overviews and Referrals, as well as how best to anticipate the impact on traffic and conversions. Though search is down, we cannot specifically attribute that decline to the rise of AI, since Piano is unable to directly measure the impact of AI Overviews, which is tracked directly on the platforms. Instead, we can only see the traffic that arrives to our clients’ sites, and that search traffic has dropped in the past year.
The rise of AI Overviews
Piano publishers regularly share concerns about the rise of Google’s AI Overviews and Referrals, as well as how best to anticipate the impact on traffic and conversions. Though search is down, we cannot specifically attribute that decline to the rise of AI, since Piano is unable to directly measure the impact of AI Overviews, which is tracked directly on the platforms. Instead, we can only see the traffic that arrives to our clients’ sites, and that search traffic has dropped in the past year.
The rise of AI Overviews
Piano publishers regularly share concerns about the rise of Google’s AI Overviews and Referrals, as well as how best to anticipate the impact on traffic and conversions. Though search is down, we cannot specifically attribute that decline to the rise of AI, since Piano is unable to directly measure the impact of AI Overviews, which is tracked directly on the platforms. Instead, we can only see the traffic that arrives to our clients’ sites, and that search traffic has dropped in the past year.
The rise of AI Overviews
Traffic from AI referral sources increased nearly 4x in the past year.
This is a large amount of growth, but it represents a very small portion of the audience overall. Less than 0.1% of visits are made up of AI referral sources – and those users tend to be less engaged, reading fewer pageviews. Exposures for these users are down even further, and very few become subscribers – which means that AI’s impact on traffic and conversions is not a concern yet.
AI sources account for less than 0.1% of all visits
Traffic from AI referral sources increased nearly 4x in the past year.
This is a large amount of growth, but it represents a very small portion of the audience overall. Less than 0.1% of visits are made up of AI referral sources – and those users tend to be less engaged, reading fewer pageviews. Exposures for these users are down even further, and very few become subscribers – which means that AI’s impact on traffic and conversions is not a concern yet.
AI sources account for less than 0.1% of all visits
Traffic from AI referral sources increased nearly 4x in the past year.
This is a large amount of growth, but it represents a very small portion of the audience overall. Less than 0.1% of visits are made up of AI referral sources – and those users tend to be less engaged, reading fewer pageviews. Exposures for these users are down even further, and very few become subscribers – which means that AI’s impact on traffic and conversions is not a concern yet.
AI sources account for less than 0.1% of all visits
0.03%
訪問者の増加
16%
訪問者の増加
1.64
訪問者の増加
0.035%
訪問者の増加
Direct traffic is still the most reliable
Direct traffic is still the most reliable
Direct traffic is still the most reliable
Share of Visitor and Conversion
Share of Visitor and Conversion
Share of Visitor and Conversion
Social media traffic has shrunk, while its conversion rate has improved. Facebook generates about 8% of the total subscriptions. This could reflect publishers' increased investment in paid social over the past year and Facebook being a good channel for driving community engagement with a publisher site (see numbers below).
Social media traffic has shrunk, while its conversion rate has improved. Facebook generates about 8% of the total subscriptions. This could reflect publishers' increased investment in paid social over the past year and Facebook being a good channel for driving community engagement with a publisher site (see numbers below).
Social media traffic has shrunk, while its conversion rate has improved. Facebook generates about 8% of the total subscriptions. This could reflect publishers' increased investment in paid social over the past year and Facebook being a good channel for driving community engagement with a publisher site (see numbers below).
News aggregators, mostly in Google Discover, drive 14% of traffic but only represent about 1% of total conversions.
Direct traffic is still the most reliable source for subscriptions, followed by Google search.
News aggregators, mostly in Google Discover, drive 14% of traffic but only represent about 1% of total conversions.
Direct traffic is still the most reliable source for subscriptions, followed by Google search.
News aggregators, mostly in Google Discover, drive 14% of traffic but only represent about 1% of total conversions.
Direct traffic is still the most reliable source for subscriptions, followed by Google search.
Median Active Subscriptions Change per Quarter
Median Active Subscriptions Change per Quarter
Median Active Subscriptions Change per Quarter
In the past year, the overall conversion decline has slowed active subscription growth. After eight strong quarters, subscriber growth is nearing a plateau.
In the past year, the overall conversion decline has slowed active subscription growth. After eight strong quarters, subscriber growth is nearing a plateau.
In the past year, the overall conversion decline has slowed active subscription growth. After eight strong quarters, subscriber growth is nearing a plateau.
Which readers should publishers prioritize to drive audience engagement and subscriptions revenue? To answer this question, we went beyond global benchmarks and dug deeper into three types of audiences and their engagement levels to understand their consumption habits.
These groups, isolated for this research, were:
When traffic declines, every user matters
Which readers should publishers prioritize to drive audience engagement and subscriptions revenue? To answer this question, we went beyond global benchmarks and dug deeper into three types of audiences and their engagement levels to understand their consumption habits.
These groups, isolated for this research, were:
When traffic declines, every user matters
Which readers should publishers prioritize to drive audience engagement and subscriptions revenue? To answer this question, we went beyond global benchmarks and dug deeper into three types of audiences and their engagement levels to understand their consumption habits.
These groups, isolated for this research, were:
When traffic declines, every user matters
One-offs – users that come to the site once per month and then don’t return
Moderately engaged users – users with between 2-4 pageviews and 2-3 active days in a month
Highly engaged users – people with 5+ pageviews and 4+ active days within any given month
One-offs – users that come to the site once per month and then don’t return
Moderately engaged users – users with between 2-4 pageviews and 2-3 active days in a month
Highly engaged users – people with 5+ pageviews and 4+ active days within any given month
One-Off Visitors
訪問者の減少
1
訪問者の減少
1
訪問者の減少
Moderately Engaged Visitors
訪問者の減少
2-4
訪問者の減少
2-3
訪問者の減少
Highly Engaged Visitors
訪問者の減少
5+
訪問者の減少
4+
訪問者の減少
There is no major difference in how each of these groups navigate to publishers’ sites.
A loyal reader may be coming through multiple channels, and each channel matters.
There is no major difference in how each of these groups navigate to publishers’ sites.
A loyal reader may be coming through multiple channels, and each channel matters.
There is no major difference in how each of these groups navigate to publishers’ sites.
A loyal reader may be coming through multiple channels, and each channel matters.
Total monthly traffic
from June 2025
Total monthly traffic from
June 2025
Direct
Direct
One-Off Visitors
One-Off Visitors
60.0%
60.0%
28.5%
28.5%
38.9%
38.9%
7.4%
7.4%
1.3%
1.3%
Moderately Engaged Users
Moderately Engaged Users
31.6%
31.6%
32.9%
32.9%
47.4%
47.4%
6.9%
6.9%
1.3%
1.3%
Highly Engaged Users
Highly Engaged Users
7.8%
7.8%
42.7%
42.7%
44.1%
44.1%
10.4%
10.4%
3.7%
3.7%
One-off users, which represent the majority of traffic, are coming mostly through Google. They are being exposed to paid offers, primarily through the paywall, but they are not converting.
Moderately engaged users trend similarly to one-offs, with 47% coming from Google.
Highly engaged users are more loyal and far more likely to visit directly, though most still come from Google. Notably they also have a higher percentage of visits via Facebook than other user groups, which may point to cross-channel loyalty.
One-off users, which represent the majority of traffic, are coming mostly through Google. They are being exposed to paid offers, primarily through the paywall, but they are not converting.
Moderately engaged users trend similarly to one-offs, with 47% coming from Google.
Highly engaged users are more loyal and far more likely to visit directly, though most still come from Google. Notably they also have a higher percentage of visits via Facebook than other user groups, which may point to cross-channel loyalty.
One-off users, which represent the majority of traffic, are coming mostly through Google. They are being exposed to paid offers, primarily through the paywall, but they are not converting.
Moderately engaged users trend similarly to one-offs, with 47% coming from Google.
Highly engaged users are more loyal and far more likely to visit directly, though most still come from Google. Notably they also have a higher percentage of visits via Facebook than other user groups, which may point to cross-channel loyalty.
For moderately engaged users, traffic falloff in social and search has followed the same global trend that we're seeing.
Moderately engaged users had falloffs in both traffic and conversions
For moderately engaged users, traffic falloff in social and search has followed the same global trend that we're seeing.
Moderately engaged users had falloffs in both traffic and conversions
For moderately engaged users, traffic falloff in social and search has followed the same global trend that we're seeing.
Moderately engaged users had falloffs in both traffic and conversions
Visitors and Conversions – Moderately Engaged
Visitors and Conversions – Moderately Engaged
Visitors and Conversions – Moderately Engaged
In the past year, moderately engaged users had a falloff across most major referral sources except for news aggregators – mostly Google Discover that does not correlate to subscriptions.
Email and Direct have fallen off for this group, more than for the highly engaged user group, indicating that the decline in those channels is far more impactful for moderately engaged users.
In the past year, moderately engaged users had a falloff across most major referral sources except for news aggregators – mostly Google Discover that does not correlate to subscriptions.
Email and Direct have fallen off for this group, more than for the highly engaged user group, indicating that the decline in those channels is far more impactful for moderately engaged users.
In the past year, moderately engaged users had a falloff across most major referral sources except for news aggregators – mostly Google Discover that does not correlate to subscriptions.
Email and Direct have fallen off for this group, more than for the highly engaged user group, indicating that the decline in those channels is far more impactful for moderately engaged users.
Engagement is often called the least exciting aspect of the marketing funnel, especially when compared to acquisition and retention. This is because it hasn’t been tied directly to revenue – but it absolutely should be. In the following paragraphs, we’ll explain why.
Subscription ARPU (Average Revenue Per User) is only $4.16 – that is, median conversion revenue per thousand visitors.
But that number varies dramatically by engagement level (per thousand visitors):
Subscription ARPU varies dramatically by engagement level
Engagement is often called the least exciting aspect of the marketing funnel, especially when compared to acquisition and retention. This is because it hasn’t been tied directly to revenue – but it absolutely should be. In the following paragraphs, we’ll explain why.
Subscription ARPU (Average Revenue Per User) is only $4.16 – that is, median conversion revenue per thousand visitors.
But that number varies dramatically by engagement level (per thousand visitors):
Subscription ARPU varies dramatically by engagement level
Engagement is often called the least exciting aspect of the marketing funnel, especially when compared to acquisition and retention. This is because it hasn’t been tied directly to revenue – but it absolutely should be. In the following paragraphs, we’ll explain why.
Subscription ARPU (Average Revenue Per User) is only $4.16 – that is, median conversion revenue per thousand visitors.
But that number varies dramatically by engagement level (per thousand visitors):
Subscription ARPU varies dramatically by engagement level
訪問者の増加
$0.23
訪問者の増加
訪問者の増加
訪問者の増加
$5.36
訪問者の増加
訪問者の増加
訪問者の増加
$25.52
訪問者の増加
訪問者の増加
This value comes from higher conversion rates, more exposures, and more content consumption to create stickiness over time.
This value comes from higher conversion rates, more exposures, and more content consumption to create stickiness over time.
This value comes from higher conversion rates, more exposures, and more content consumption to create stickiness over time.
Next, let’s focus on the exposure rate (the share of visitors exposed to an offer) for different engagement groups.
Highly engaged users have an offer exposure rate of 61% versus 27% for one-offs. However, the impact on conversion and revenue is dramatically higher: highly engaged users convert at 44x the rate of one-offs and generate 100x more revenue per thousand visitors.
This disproportionate impact on revenue means that moving even a small percentage of one-offs (who make up 60% of traffic) into more engaged behavior with your site can make a significant difference to your bottom line. Overall, the quality of your audience is becoming increasingly more important.
While in the past publishers could experiment with tactics to drive different streams of revenue, now that the growth has diminished.
So how can publishers succeed today? In short, it's time to go back to basics: revisit the fundamentals of subscription marketing and drive further engagement to move the needle on revenue. As the quantity of traffic reduces, quality becomes even more important – so that even when traffic declines, your revenue can continue growing.
Highly engaged users generate 100x more revenue per thousand visitors
Next, let’s focus on the exposure rate (the share of visitors exposed to an offer) for different engagement groups.
Highly engaged users have an offer exposure rate of 61% versus 27% for one-offs. However, the impact on conversion and revenue is dramatically higher: highly engaged users convert at 44x the rate of one-offs and generate 100x more revenue per thousand visitors.
This disproportionate impact on revenue means that moving even a small percentage of one-offs (who make up 60% of traffic) into more engaged behavior with your site can make a significant difference to your bottom line. Overall, the quality of your audience is becoming increasingly more important.
While in the past publishers could experiment with tactics to drive different streams of revenue, now that the growth has diminished.
So how can publishers succeed today? In short, it's time to go back to basics: revisit the fundamentals of subscription marketing and drive further engagement to move the needle on revenue. As the quantity of traffic reduces, quality becomes even more important – so that even when traffic declines, your revenue can continue growing.
Next, let’s focus on the exposure rate (the share of visitors exposed to an offer) for different engagement groups.
Highly engaged users have an offer exposure rate of 61% versus 27% for one-offs. However, the impact on conversion and revenue is dramatically higher: highly engaged users convert at 44x the rate of one-offs and generate 100x more revenue per thousand visitors.
This disproportionate impact on revenue means that moving even a small percentage of one-offs (who make up 60% of traffic) into more engaged behavior with your site can make a significant difference to your bottom line. Overall, the quality of your audience is becoming increasingly more important.
While in the past publishers could experiment with tactics to drive different streams of revenue, now that the growth has diminished.
So how can publishers succeed today? In short, it's time to go back to basics: revisit the fundamentals of subscription marketing and drive further engagement to move the needle on revenue. As the quantity of traffic reduces, quality becomes even more important – so that even when traffic declines, your revenue can continue growing.
Highly engaged users generate 100x more revenue per thousand visitors
We're seeing publishers return to proven subscription marketing tactics: increasing offer exposures to boost conversions and renewal volumes, testing higher prices while eliminating free trials, and raising renewal prices. Here are a few examples:
What does “going back to basics” mean?
We're seeing publishers return to proven subscription marketing tactics: increasing offer exposures to boost conversions and renewal volumes, testing higher prices while eliminating free trials, and raising renewal prices. Here are a few examples:
What does “going back to basics” mean?
We're seeing publishers return to proven subscription marketing tactics: increasing offer exposures to boost conversions and renewal volumes, testing higher prices while eliminating free trials, and raising renewal prices. Here are a few examples:
What does “going back to basics” mean?
This leading Italian news publisher uses personalized newsletters to drive less engaged users into more content consumption.
They created multiple newsletters based on content preferences and geographic regions:
Vertical topic newsletters, offering specific editorial topics and daily updates, from news in tech and foreign affairs to latest news of the day, re-engaging readers at different times of the day or through interest-based, niche articles.
Local newsletters that offered local news and personalized content recommendations The result: up to 20% higher click-through rates across 15 newsletters.
The result: up to 20% higher click-through rates across 15 newsletters.
Corriere della Sera: Customized newsletters and up to 20% higher CTR
This leading Italian news publisher uses personalized newsletters to drive less engaged users into more content consumption.
They created multiple newsletters based on content preferences and geographic regions:
Vertical topic newsletters, offering specific editorial topics and daily updates, from news in tech and foreign affairs to latest news of the day, re-engaging readers at different times of the day or through interest-based, niche articles.
Local newsletters that offered local news and personalized content recommendations The result: up to 20% higher click-through rates across 15 newsletters.
The result: up to 20% higher click-through rates across 15 newsletters.
Corriere della Sera: Customized newsletters and up to 20% higher CTR
This leading Italian news publisher uses personalized newsletters to drive less engaged users into more content consumption.
They created multiple newsletters based on content preferences and geographic regions:
Vertical topic newsletters, offering specific editorial topics and daily updates, from news in tech and foreign affairs to latest news of the day, re-engaging readers at different times of the day or through interest-based, niche articles.
Local newsletters that offered local news and personalized content recommendations The result: up to 20% higher click-through rates across 15 newsletters.
The result: up to 20% higher click-through rates across 15 newsletters.
Corriere della Sera: Customized newsletters and up to 20% higher CTR
This Greek publication achieved major engagement wins by launching new newsletter subscription products. Some newsletters targeted registered users while others were exclusive to subscribers. In two years, Kathimerini grew their newsletter subscriber base 25 times and increased on-site sessions. That boost in top of funnel traffic can help capitalize on the higher exposure and conversion rates.
Kathimerini: 25x the subscriber base with subscription products
This Greek publication achieved major engagement wins by launching new newsletter subscription products. Some newsletters targeted registered users while others were exclusive to subscribers. In two years, Kathimerini grew their newsletter subscriber base 25 times and increased on-site sessions. That boost in top of funnel traffic can help capitalize on the higher exposure and conversion rates.
Kathimerini: 25x the subscriber base with subscription products
This Greek publication achieved major engagement wins by launching new newsletter subscription products. Some newsletters targeted registered users while others were exclusive to subscribers. In two years, Kathimerini grew their newsletter subscriber base 25 times and increased on-site sessions. That boost in top of funnel traffic can help capitalize on the higher exposure and conversion rates.
Kathimerini: 25x the subscriber base with subscription products
Publico wanted to drive both known users and engagement, so they launched a registration campaign targeted specifically to search and social readers.
In 20 days, they drove 41,000 registrations – 75x their usual registration rate. And they did this without sacrificing search and social traffic, so their total pageviews weren’t affected. Months later, they saw over half of those initial registered users returning to the site, with a 13x increase in pageviews when compared to anonymous users.
Publico: Registration campaign that drove 41K signups
Publico wanted to drive both known users and engagement, so they launched a registration campaign targeted specifically to search and social readers.
In 20 days, they drove 41,000 registrations – 75x their usual registration rate. And they did this without sacrificing search and social traffic, so their total pageviews weren’t affected. Months later, they saw over half of those initial registered users returning to the site, with a 13x increase in pageviews when compared to anonymous users.
Publico: Registration campaign that drove 41K signups
Publico wanted to drive both known users and engagement, so they launched a registration campaign targeted specifically to search and social readers.
In 20 days, they drove 41,000 registrations – 75x their usual registration rate. And they did this without sacrificing search and social traffic, so their total pageviews weren’t affected. Months later, they saw over half of those initial registered users returning to the site, with a 13x increase in pageviews when compared to anonymous users.
Publico: Registration campaign that drove 41K signups
Engagement means different things for different groups of users.
Think about the basics that need to be done to drive users from one group to another.
For one-offs, play with propensity – think about using LtReturn (Likelihood to Return) – an algorithm that predicts who will be your most loyal visitor on the website in the following week based on content preferences, frequency of visits, and more. Use it to drive email signups and registrations and show content recommendations to push even just one more pageview.
For moderately engaged users, ensure that subscription benefits are front and center in promotional efforts, and test different engagement (“Follow us for more”, “Comment below”) and acquisition (“Add to cart”, “Sign up”, “Download”) CTAs.
Finally, for those highly engaged readers: never take them for granted. Reinforce your value. Give them a reason to keep coming back and convert them to subscribers.
Tailored strategies for each engagement level
Engagement means different things for different groups of users.
Think about the basics that need to be done to drive users from one group to another.
For one-offs, play with propensity – think about using LtReturn (Likelihood to Return) – an algorithm that predicts who will be your most loyal visitor on the website in the following week based on content preferences, frequency of visits, and more. Use it to drive email signups and registrations and show content recommendations to push even just one more pageview.
For moderately engaged users, ensure that subscription benefits are front and center in promotional efforts, and test different engagement (“Follow us for more”, “Comment below”) and acquisition (“Add to cart”, “Sign up”, “Download”) CTAs.
Finally, for those highly engaged readers: never take them for granted. Reinforce your value. Give them a reason to keep coming back and convert them to subscribers.
Tailored strategies for each engagement level
Engagement means different things for different groups of users.
Think about the basics that need to be done to drive users from one group to another.
For one-offs, play with propensity – think about using LtReturn (Likelihood to Return) – an algorithm that predicts who will be your most loyal visitor on the website in the following week based on content preferences, frequency of visits, and more. Use it to drive email signups and registrations and show content recommendations to push even just one more pageview.
For moderately engaged users, ensure that subscription benefits are front and center in promotional efforts, and test different engagement (“Follow us for more”, “Comment below”) and acquisition (“Add to cart”, “Sign up”, “Download”) CTAs.
Finally, for those highly engaged readers: never take them for granted. Reinforce your value. Give them a reason to keep coming back and convert them to subscribers.
Tailored strategies for each engagement level
Instead of waiting for traffic trends to reverse, double down on the fundamentals that turn casual readers into loyal subscribers. Understand your audience segments, expose users to the right offers, and create compelling content that makes readers want to return.
When highly engaged users generate 110x more revenue than one-offs, creating deeper relationships with even a small percentage of casual visitors becomes a clear strategic priority. If you want to drive engagement and revenue quicker and more effectively, our strategic services team can be a worthy investment. Our proven methodology helped over 100 leading media and publishing companies optimize their subscription businesses and overall revenue strategy.
Working with the team is the only way to get regular access to our unique benchmarking data that draws on 4+ billion monthly users, 40+ billion page views, and 13+ million monthly subscribers – so you can compare yourself against industry leaders and pinpoint areas for strategic growth.
Final words
Instead of waiting for traffic trends to reverse, double down on the fundamentals that turn casual readers into loyal subscribers. Understand your audience segments, expose users to the right offers, and create compelling content that makes readers want to return.
When highly engaged users generate 110x more revenue than one-offs, creating deeper relationships with even a small percentage of casual visitors becomes a clear strategic priority. If you want to drive engagement and revenue quicker and more effectively, our strategic services team can be a worthy investment. Our proven methodology helped over 100 leading media and publishing companies optimize their subscription businesses and overall revenue strategy.
Working with the team is the only way to get regular access to our unique benchmarking data that draws on 4+ billion monthly users, 40+ billion page views, and 13+ million monthly subscribers – so you can compare yourself against industry leaders and pinpoint areas for strategic growth.
Final words
Instead of waiting for traffic trends to reverse, double down on the fundamentals that turn casual readers into loyal subscribers. Understand your audience segments, expose users to the right offers, and create compelling content that makes readers want to return.
When highly engaged users generate 110x more revenue than one-offs, creating deeper relationships with even a small percentage of casual visitors becomes a clear strategic priority. If you want to drive engagement and revenue quicker and more effectively, our strategic services team can be a worthy investment. Our proven methodology helped over 100 leading media and publishing companies optimize their subscription businesses and overall revenue strategy.
Working with the team is the only way to get regular access to our unique benchmarking data that draws on 4+ billion monthly users, 40+ billion page views, and 13+ million monthly subscribers – so you can compare yourself against industry leaders and pinpoint areas for strategic growth.
