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THE WSJ DYNAMIC PAYWALL Fig 1: Identifying signals that influence likelihood of someone subscribing Fig 2: The principle of the model – using propensity / likelihood to subscribe score to predict conversion rate

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Page 1: THE WSJ DYNAMIC PAYWALL€¦ · THE WSJ DYNAMIC PAYWALL Fig 1: Identifying signals that influence likelihood of someone subscribing Fig 2: The principle of the model – using propensity

THEWSJDYNAMICPAYWALLFig1:Identifyingsignalsthatinfluencelikelihoodofsomeonesubscribing

Fig2:Theprincipleofthemodel–usingpropensity/likelihoodtosubscribescoretopredictconversionrate

Page 2: THE WSJ DYNAMIC PAYWALL€¦ · THE WSJ DYNAMIC PAYWALL Fig 1: Identifying signals that influence likelihood of someone subscribing Fig 2: The principle of the model – using propensity

Fig3:TheWSJpaywallpredictinglikelihoodtosubscribe.

Page 3: THE WSJ DYNAMIC PAYWALL€¦ · THE WSJ DYNAMIC PAYWALL Fig 1: Identifying signals that influence likelihood of someone subscribing Fig 2: The principle of the model – using propensity

Fig4:TheWSJDynamicPaywallexperiences

Fig5:UnlockingContent,onAverage,LowersConversion

Page 4: THE WSJ DYNAMIC PAYWALL€¦ · THE WSJ DYNAMIC PAYWALL Fig 1: Identifying signals that influence likelihood of someone subscribing Fig 2: The principle of the model – using propensity

Fig5:UnlockingContentforRightUsersShiftsCurveUpandsellsmore

Fig6:Equatingtoa2%increaseinsales

Fig7:Thepaywallisgeneratingmoresalesthaneverbefore

Page 5: THE WSJ DYNAMIC PAYWALL€¦ · THE WSJ DYNAMIC PAYWALL Fig 1: Identifying signals that influence likelihood of someone subscribing Fig 2: The principle of the model – using propensity

Fig7:WSJDigitalsubscribers2008–present


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