Mobile paywall experience asking for email first instead of an immediate paid subscription wall, opening the door to a much larger audience.
This shift helped grow the registered user base by over 300,000+ readers in the first year with a CAC of $0 for non-member signups.
Tablet-optimized paywall with more breathing room for benefits copy and “most popular” plan framing to reduce paradox of choice.
Clearer value presentation supported a +1.2% conversion rate into paying Member status from the donation-focused welcome messages.
Homepage layout balancing breaking news with clear membership prompts, without overwhelming the editorial spine.
Together with the new welcome journey and consolidated daily email, this supported a +22% lift in open rate and 15% reduction in churn for newsletter readers.