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Business Insider developed and executed a paid premium content offer, but wanted to further increase engagement, conversion rates, and revenue. They introduced a new approach, in partnership with Piano, of rapid experimentation and learning — targeting specific audience segments with freemium paywalls, registration offers, and personalized promotions with the goal of optimizing every step of the user journey and building on the success of their efforts.

The Solution

Using Piano’s Composer and VX tools, Business Insider and Piano collaborated to develop a paywall optimization strategy focused on revenue generation and driving long-term subscription growth. Post implementation, Business Insider was able to:

  • Perform split testing on CTAs, pricing, design, and UX and quickly modify variants for subsequent tests based on specific outcomes.
  • Implement a new, editable template system to promote BI’s offerings with micro conversion capabilities to track visitor behavior.
  • Provide new users with 24-hour “guest pass” access – allowing them to sample high-quality Prime articles and re-target non-subscribers who tried a guest pass. Using predefined parameters based on user behavior, Business Insider could then determine when guest pass offers should be shown to increase the chances of conversion.
  • Leverage bespoke analysis performed by Piano’s strategists, data scientists, and analysts to identify trends and behavioral patterns, and evaluate results with statistical significance to make informed decisions around use cases, prioritization, pace and value per test.

The Results

Visit piano.io for more information or email us at hello@piano.io.

Are you attending the Folio: Show in New York City? Check out our session on Subscription Stories: Making Paid Content Work—From Exposure to Retention on Tuesday, October 9th at 2:50pm. We hope to see you there!

Meet the Author



Piano is a fast-growing enterprise SaaS company headquartered in New York City. The company’s award-winning, high-performance enterprise platform includes a subscription commerce engine (Piano VX), a customer experience toolkit (Piano Composer), and a user management system (Piano ID) that serve as a comprehensive product suite for media businesses across digital platforms. Piano clients include NBC Universal, Business Insider, Bloomberg, AOL, Gatehouse, The Economist, Hearst, Bonnier, Digiday, The Postmedia Network, Condé Nast, Grupo Abril, and over 1,300 other media outlets.


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