Axios: Content walls & conversion

Project overview

Experimentation
Web, Mobile Web

Designed and launched inline paywall experiences using a new vendor, Piano.io, that converted readers into paying members, collaborating with growth teams to test, iterate, and optimize for maximum conversion.

Axios is a news website with a mission of efficient news worthy of user’s time, attention and trust. They cover local news, politics, health, media and more.

The challenge

A multi-faceted project across Axios national and local sites, using a new digital monetization and experimentation vendor. We needed to replace a hard-coded softwall experience with a dynamic, experiment-driven paywall that let us test different messaging, placements, and targeting strategies.

Outcomes

A 5x improvement in conversions; our softwall went from 14% of total signs-ups across all of our web experience to 70% of total sign-ups.