Media24 proves the power and value of optimization at South Africa’s leading media company

Paywall optimization drives results in a competitive media landscape

Media24 is South Africa’s leading media company with interests in digital media and services, newspapers, magazines, eCommerce, book publishing, print and distribution. It is part of Naspers, a multinational group of media and eCommerce platforms.

Netwerk24, one of the Media24 publications, is the largest subscription-based news portal in South Africa. Netwerk24 is the online home for Die Burger, Beeld, Volksblad and Rapport, producing award-winning journalism for a digital-first Afrikaans audience. The portal has a hard paywall, but offers a 30-day free trial before requiring a purchasing decision.

As is common for many subscription platforms, Netwerk24 faces relatively low conversion rates and is continually working to increase trial registrations to drive subscriptions. This presents a perfect opportunity to use experimentation to better understand where they can make site improvements that will help increase conversion. However, it has been difficult to justify the expense of a testing platform without evidence to support the investment. Two previous attempts at using Optimizely within the organization were unsuccessful, primarily because they didn’t have sufficient resources to dedicate to testing, and they couldn’t get enough tests off the ground to justify the expense.

31%

Lift in trial registrations

386%

Increase in traffic from main marketing landing page to free trial registration page

33%

Increase in conversion from registration form

Products Used

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Due to the annuity nature of subscription revenue, the insights from our three primary experiments could potentially generate a forecasted 20x return on investment.
JanDirk Engelbrecht
JanDirk Engelbrecht

GM Customer Insights

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