Piano
26 Case Studies
Case Study: Business Insider achieves 153% subscription revenue growth and higher conversions with Piano
A Piano Case Study
Business Insider, The Paywall Optimization Strategy That Led to Increased Engagement, Subscriptions and Revenue
Business Insider, the world’s largest online business news site, had launched a premium content offering but wanted to further increase engagement, conversion rates, and revenue. They needed a nimble solution to run rapid experiments and personalize freemium paywalls, registration offers, and promotions to optimize every step of the user journey.
Partnering with Piano and using Composer and VX, BI ran split tests on CTAs, pricing, templates, and UX, introduced editable templates and 24‑hour guest passes, and used behavior-driven retargeting and bespoke analytics to guide decisions. The program delivered major gains—up to 153% quarter-over-quarter subscription revenue growth—and produced sizable uplifts across key metrics (about +47% revenue, +33% subscriptions, +56% conversion), with guest passes boosting standard subscription conversion 15× and a 42% increase in long‑term subscriber ratio.
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