The Washington Post · B2C · national newspaper
Offer a $2-a-month, 4-stories plan only to visitors unlikely to subscribe
LTV impact not shared; aimed at getting people into paying at all
Unknownpricingpaywall
What they did
'Starter pack': 4 stories a month for $2/month, then an upgrade wall. Not advertised to everyone; shown behind the scenes only to visitors predicted to be low propensity (based largely on referral source), to lower the hurdle into the payment ecosystem and upgrade later.
In their words
Sub Club by RevenueCat · How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast“So when I was at The Post, we did something called starter pack and as opposed to getting an unlimited subscription, it was essentially read four stories every single month, and then you can decide.”
“It was really in the cases where we saw low propensity, we would determine propensity really based on referral source or something like that.”
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