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.
