Case Study: Media24 (South Africa’s leading media company) achieves a 31% lift in trial registrations and 33% higher form conversions with Optimizely

Media24 proves the power and value of optimization at South Africa’s leading media company

Media24, South Africa’s leading media company and parent of Netwerk24 (the largest subscription-based news portal for a digital-first Afrikaans audience), faced low conversion rates on its hard paywall despite offering a 30-day free trial. Previous attempts to introduce a testing program failed due to limited resources, making it hard to justify the cost of an experimentation platform.

Using Optimizely X Experimentation, Media24 ran focused paywall tests to identify high-impact site improvements. The experiments drove a 31% lift in trial registrations, a 386% increase in traffic from the main marketing landing page to the free trial registration page, and a 33% increase in registration-form conversion—results that underpin a forecasted 20x return on investment from subscription revenue.

Media24

JanDirk Engelbrecht

GM Customer Insights