Case Study: Polaris Media Sør boosts digital subscriptions with Piano

Polaris Media Sør boosts CTR by 197% with Piano

Polaris Media Sør, a subsidiary of a major Scandinavian media group, faced the challenge of converting a large audience accustomed to free online news into paying subscribers. Their initial paywall was ineffective, and they needed to optimize the critical user decision point to build trust and drive subscriptions while managing 1.8 million monthly paywall views. They partnered with vendor Piano to implement a smarter paywall solution.

The solution involved implementing Piano's technology to create dynamic, personalized paywalls. Piano enabled A/B testing of empathetic designs, content scrolling to reduce churn, audience segmentation for targeted displays, and constant paywall rotation to avoid ad fatigue. This approach led to significant results, including a 197% increase in click-through rate with an 'emoji' paywall and a further 12.2% uplift with a 'subscribers club' design, ultimately helping Polaris Media Sør grow its digital subscriber base.

Polaris Media Sør