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Start with simple tests for subscription growth

Peter Gray, The Wall Street Journal's VP of Optimization, reminds publishers and mini-publishers about the simplest things that boost reader revenue. This quick read includes an outline of the WSJ's iterative, testing process.

Peter Gray picks low-hanging fruit for The Wall Street Journal, and this quick read outlines his process for identifying these opportunities to boost reader engagement and conversion.

The crux of the approach: don’t segment your audience and your marketing until you tell all your readers about all the benefits of subscription, make messages clear, and eliminate user experience obstacles.

“If your experimentation programme is in its infancy, put segments aside. The time will come. Look at your data, look at competitors, stare at your experience, and ask yourself: Is each component helping visitors do what you’d like them to do?”