It's all about apps: how to master your conversion strategy on app

The French have a word for this time of year - La rentrée - which quite literally translates to 'The return'... sounds a bit ominous in English. But we're here to make sure it's a little brighter than that with lots of exciting events, new products and expertise to get your 'rentrée' off to a flying start!

In Poool's September newsletter, it's all about apps!

• Poool is now available on iOS mobile apps!
• Step 1 in developing your conversion strategy on apps: engagement - 6 best practices from some of the top performing news apps
• Step 2: building a successful paywall on apps - the benchmarking gallery you've been looking for to master your conversion model on your app
• Content from elsewhere to dive into this month

Breaking news: our dynamic wall solution, Access, is now available on iOS mobile apps

Poool's dynamic paywall, Access, is now not only available on web and AMP but also on iOS mobile apps (and Android coming soon!)

Why have we extended Access to apps? 

Apps are one of the most valuable engagement tools for publishers and, as engagement directly correlates with high conversion and retention rates, we understood the importance of supporting publishing in developing an optimized, dynamic conversion strategy on apps as on desktop.

Thanks to this development, you'll now be able to benefit from all of your Access features to build high-performing walls on app - from basic appearances and journey building, to A/B testing, surveys and third-party integrations!

> Discover more about Poool on iOS in our blog post (🇫🇷 en français ici)

Step 1 in developing your conversion strategy on apps: increase reader engagement

On-app onboarding

Just like SaaS product tours, you should introduce your reader to the app, it's features and encourage them to activate anything that's valuable for increasing engagement such as turning on alerts, personalizing their feed or discovering some of your app features.

Personalization

Help your readers shape the app to their needs and interests, supporting high engagement. 

• Choose your edition: publishers such as Le Monde have editions in different languages, or CNN who offers an International or United States edition. Let your readers pick as soon as they download on your app

• Customize alerts: one of the most valuable parts of an app is that you're always in your reader's pocket, but you don't want to annoy them with too many push notifications that don't interest them. 
• Personalized homescreen: which content would your readers like to see when they open the app? 

Downloadable content

One of the 4 main reasons why people don't pay for news (according to a study) is time. However, as readers pretty much always have their phone in their pocket, there's a few ways in which you can ensure your content still gets consumed, such as by allowing readers to download content for their commute, queue it for later or listen to articles instead of read.

Live feed

Readers today have been conditioned by the mobile and social revolutions to spend a significant amount of time scrolling on their phones. The structure of live feeds mimic this same concept, keeping readers on your app for longer by constantly providing them with new content.

> Find more detail and examples from successful publishers in The Audiencers' article

Step 2 in developing your conversion strategy on apps: build an adapted paywall

Successfully converting readers into members or subscribers is about balancing frustration and engagement. So, after having increased engagent via the strategies detailed above (and, of course, quality content!), your paywall will be less frustrating to the reader and more likely to convince them to convert. 

However, you can't simply reuse the same paywall on apps as on desktop. The context is entirely different, not only a smaller screen but also a different 'type' of reading - we're often on-the-go when on mobile, reading more lightly or multi-tasking. 

So, to help you build the perfect paywall on mobile and apps, we have two articles for you: 

> How to Optimize Subscription Conversion Rates on Mobile

Whilst there's more traffic on mobile, there's significantly less conversions than on desktop. Why is this? In this article, we investigate the context of converting on desktop vs mobile, putting this into practice to increase conversion rates on mobile. 

> Benchmarking digital publisher paywall on apps

We did the benchmarking so you don't have to! Flick through our article on The Audiencers to see how high performing publishers are converting readers into subscribers on their app.

Content to dive into this month

• The News SEO Playbook starts next week: Learn tried and tested technical and content SEO strategies to maximize traffic to your news publication
• 3 clicks to cancel: the new legislations that are forcing publishers to rethink their subscriber unsubscription journey
• Google & Detroit need your help with their "Leveraging AI to drive monetization" research: 

"Deloitte and Google are embarking on an exclusive research journey aimed at unlocking the potential of Artificial Intelligence for publishers across the EMEA region.

Our mission is to unveil the current state of the industry's AI adoption, gather valuable lessons from trailblazing market leaders, and provide actionable guidance for publishers at every stage of their AI journey.

Why Your Contribution Matters: Your expertise can shape the future of AI in publishing. Your unique insights will play a pivotal role in shaping the industry landscape and help fellow publishers thrive in this era of transformative technology. We invite you to be part of this groundbreaking research initiative by completing our survey. Your participation will not only benefit your organization but also elevate the entire EMEA news publishing ecosystem."

Take the Survey here.

See you next month,

All the best, 

Madeleine