Training Programs

How Having Conditional User States on Your Website Helps Sell More Magazine Subscriptions

Websites that can differentiate between casual website visitors, free members, print subscribers and premium members, can offer dynamic pricing and offer segmentation to increase revenue

Conditional User States

Kim Mateus:
The next bucket is web marketing. So this is how to use your own website to better sell subscriptions.

But before we even get into this, we thought it would be good to talk about conditional user states. So with Haven WordPress, which is the platform that we own and operate. We’ve got the ability to recognize four different conditional user states. So the first bucket is website visitors. These are unknown people, these are people who are not logged in. They show up the website, we have no idea who they are. And you would ask yourself okay, how am I going to present my subscription offers to this group? Then you’ve got free members. These are people who we know who they are, we have their email address. They’re logged in, but they haven’t spent any money with us. They’re not premium members. They’re just free members with access to our free content.

Kim Mateus:
Then if when print is in the mix, and we have the proper integration set up between Haven WordPress and the fulfillment provider, when somebody is logged in we’ll know hey, this person is a print subscriber. But they’ve not upgraded to an all-access membership. So there’s that state when appropriate and when available. Then of course, there’s the premium member state. They’re already members. They’ve given us their money. They’re signed in, we know who they are. And what this allows us to do is just really display offers accordingly. So Eileen, you want to talk about if you had this dynamic conditional state, dynamic pricing, how you might execute on that type of technology?

Dynamic Pricing and Offer Segmentation

Eileen Shea:
Sure. So if someone is an unknown user, they’re either someone … well, they’ve never been to your site before, or they’re simply not logged in. We don’t want them to see introductory pricing, because they could be a current paid member. They could be up for renewal or being renewed, and we don’t want them to see that if they just came on the site and ordered new, they could get the introductory pricing. So an unknown user gets a full price offer. If someone is a print subscriber, they’re also going to get a full price all-access offer, because the main goal was to take the print subscribers and to upgrade them to all-access. But if they’re known non buyer, so they’re already on our list, we’re already marketing to them.

Eileen Shea:
If they come to the site, we want them to see the same offer that we’re sending to them an email, so we will give them the introductory price offering. So this was a chart showing that for the different states, what their prices would be. And then if we’re in the sale period, what the sale price would be. And then we would change it accordingly on the site for each one of those.

Kim Mateus:
And the truth is that this is not uncomplicated to set up. But man when you have it, the opportunity it presents is remarkable. Just because nothing is better than knowing who you’re marketing to and presenting offers accordingly.

Eileen Shea:
A lot of our partners are legacy publishers, and the print subscriber base is their lifeblood. They don’t want to miss out on that renewal revenue. But ideally, they’d like to have those people on as all-access continuous service subscribers. So it’s dealing with that question, how do you motivate them without having them come in on an introductory price and getting your renewal revenue? Just take care of all that.

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