THE WSJ DYNAMIC PAYWALL€¦ · THE WSJ DYNAMIC PAYWALL Fig 1: Identifying signals that influence...

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THEWSJDYNAMICPAYWALLFig1:Identifyingsignalsthatinfluencelikelihoodofsomeonesubscribing

Fig2:Theprincipleofthemodel–usingpropensity/likelihoodtosubscribescoretopredictconversionrate

Fig3:TheWSJpaywallpredictinglikelihoodtosubscribe.

Fig4:TheWSJDynamicPaywallexperiences

Fig5:UnlockingContent,onAverage,LowersConversion

Fig5:UnlockingContentforRightUsersShiftsCurveUpandsellsmore

Fig6:Equatingtoa2%increaseinsales

Fig7:Thepaywallisgeneratingmoresalesthaneverbefore

Fig7:WSJDigitalsubscribers2008–present

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