Advancing from Casual to Paid Subscriptions
Proto Partners built a roadmap of improvements into the development of the online consumer commerce launch across a number of News Corp mastheads. The result? A significant increase in subscriber rates following the launch in June 2013.
How can News Corp increase the number of paying online customers while protecting the advertising revenue driven by casual readers?
Despite already having a large number of customers who pay for an online subscription, the process of sign up was far from easy and in some areas, it was quite difficult. During our significant research project with The Australian’s online and paper customers, we uncovered that customers saw little value in large quantities of news content, because much of it lacked relevance. And when the news was relevant, it was difficult to access in a way and time that suited the online customer.
Readers were looking for the delivery of a seamless and uniform experience across all platforms, showing that News Corp valued their time by making access to news as quick and easy as possible. This revelation became one of the guiding principles of the new customer engagement strategy. News Corp is now focused on allowing consumers to easily access the information they consider important and gives them the power to smoothly deal with any impediments.
Proto Partners produced an innovative “Future State” current customer journey map for News Corp. This included a detailed list of over 30 improvement initiatives needing action ahead of an expected launch 4 months later. This roadmap of improvements was built into the online consumer commerce launch across a number of News Corp mastheads. The result? A significant increase in subscriber rates following the launch in June 2013.