Measuring the Impact of a Hard Registration Wall
CLIENT:
A large magazine group
OBJECTIVE:

The Client wanted to validate the risk vs. reward of implementing a registration wall.

APPROACH:
  • The magazine group tested a registration wall on one of its brands to measure the impact to key performance metrics
  • The test set the registration wall aggressively on the first article in the user journey
  • KPIs include: Regwall stop rate, regwall registration rate, regwall paid conversion rate, % known users, % returning/
    repeat visitors, user conversion ratio
  • Test results were extrapolated to other brands within the magazine group to estimate the overall impact of the regwall
  • LTV impact ranged from -1.7% to +59% from the regwall
  • Key drivers to estimate ROI are the tradeoff in advertising revenue from lost anonymous users vs. expected conversion of registered users to paying subscribers
RESULT:

The registration wall is estimated to generate incremental lifetime value of 30% over a five-year period.

 

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