Case Study: CNBC achieves stronger DTC subscription growth with Piano

CNBC boosts subscription conversions with Piano using 7-day trials and a $59.99 Black Friday offer

CNBC, a recognized leader in business news, sought to capitalize on its audience growth by building a successful direct-to-consumer subscription business. Their challenge was to optimize the acquisition and pricing for their premium product, CNBC Pro, to improve conversion rates. They partnered with Piano, using its Composer and VX products, to better understand customer behavior and drive their strategy.

Using Piano's platform for multivariate testing, CNBC identified that a shorter, seven-day free trial significantly outperformed their previous 30-day offer. Piano also enabled them to run successful pricing promotions, which became a key part of their strategy. This data-driven approach led to a healthier subscriber base and informed the successful launch of a second DTC product. The vendor, Piano, provided the tools and strategic services that allowed CNBC to build a culture of iterative testing and quick decision-making for its subscription offerings.

CNBC