Online conversions: 3 Close-ups
1. Don't make them hunt you down
The Goal
The objective of the News and Observer, located in Raleigh, N.C. (170,000; 210,000) was to increase the visibility of the subscription offer, as well as increase the production on its Web site. The paper hoped to draw more traffic to the subscription page with a prominent link and increased use of banner advertisements.
The Story
The News and Observer redesigned its' Web site. The circulation department got a permanent subscription link that appeared at the top of every page on the new website.
“We were depending on subscription banners to promote our offers, but now have complete coverage of the entire Web site. When a Web site visitor clicks on the link, it takes them directly to our streamlined subscription form. Once completed, the subscriber receives a confirmation email, and their subscription begins the following day (if applicable),” said Direct Sales and Marketing Coordinator Todd Peterson.
The processing of the new subscriber information was one obstacle that was encountered. The circulation department used software from Formrouter.com to be able to directly download all customer information. The program is easy enough that multiple individuals in the department can utilize it, and be able to download the information from a secure server to process it.
The News and Observer continues to change the creative subscription banners. The banners run with paid advertisements and are supplemental to the subscription link at the top of the page.
“Measuring year over year statistics from, May, June and the first week of July 2004 compared to the same time period in 2003 yield our standard in determining the success of the program. Although only in its third month, we have seen a measurable increase in Web site orders to the print edition from the Web site,” said Peterson.
Web site orders have seen a 143.5 percent increase in sales year over year. This has also increased the balance in sales channels by not relying so heavily on telemarketing. Online orders have also been retaining better than telemarketing with a 92.4 percent retention rate at 13-weeks and 88.8 percent retention rate at 26-weeks.
The Moral of the Story
Online subscriptions can help relieve telemarketing dependency, but only if you make your subscription links prominent throughout your site.
2. Try luring them with a free sample
The Goal
The Daily Freeman, located in Kingston, N.Y.(21,324; 26,815) designed a promotion to convert customers who read the paper online for free to paid print customers.
The Story
The Daily Freeman put a pop-up box on its website offering a two-week free home- delivery trial. During the first week the paper contacted the trial subscribers and offered them a special home-delivery rate. The customers were coded with a special promotional code so their orders could be tracked.
The Daily Freeman experienced successful results from this program. “We are running 35 percent converted to paid,” said Circulation Director Tom Amato.
The Moral of the Story
A free trial is the bait needed to convert people who are already interested in the paper but reading it for free, into paying subscribers.
3. Test different offers
The Goal
The Tennessean, located in Nashville, Tenn. (181,343; 250,575) wanted to increase non-subscriber acquisition via its Web site, tennessean.com.
The Story
A pop-up subscription offer appeared on the tennessean.com homepage. The pop-up linked to a subscription order form. The most successful program offered a $10 Wal-Mart gift card and four weeks free with the purchase of an eight week paid subscription.
The order form needed a little tweaking to make the order both easy for the customer and usable on the e-commerce side.
This was very successful and there were 230 new subscriptions during the month of April for the Wal-Mart gift card. The pop-ups have resulted in 762 orders during the first year.
The Moral of the Story
If they’re looking at your Web site, why not sell them a subscription?