Subscription Offers Page Benchmarks: a review of 10 digital publishers
Discover our review of 10 subscription offer page examples, with best practices and takeaways to consider for your own strategy.
Few people can walk by a French bakery without stopping to have a look at the variety of cakes on display. And whilst the icing on the cake might not give you a clear idea of how tasty the cake will be, it’s a good starting point and definitely helps convince us to buy one.
At Poool, our sweet tooth involves digital publisher’s subscription offers pages, and they certainly offer their fair share of iced cakes!
Which offer looks tastiest? But, more than looking tasty, which offer will make you buy the cake? There may be a wide range of beautiful looking cakes but what if there are so many cakes that, because you can’t decide, you actually end up not buying any? Which offer will be the decider that persuades a user to actually buy a cake?
On today’s menu, benchmark examples of 10 subscription offers from top-tier British and American publishers to help you build the tastiest-looking shop front possible!
- The Washington Post
- The Athletic
- The Wall Street Journal
- The New York Times
- The Financial Times
- The Independent
- The Telegraph
- The Times
- The Guardian
Our subscription offers page takeaways, in short:
- A clear, well defined value proposition is essential for this page
- Reassurance is almost always provided, whether that be in the form of “Cancel anytime”, an FAQ section, help line or other
- Give users a choice but not too much — most publishers provide 2 or 3 subscription options, and whenever there’s only a single option then 2 payment plans are offered
- Call to action (CTA) buttons should be visible and directly accessible without scrolling, making it simple to click on
Subscribing to WIRED is simple. It almost saves us the trouble of making a decision.
The customer is faced with only two choices: print+digital or digital-only access. They’re guided towards one of the choices — the print+digital plan — as this offer is pre selected and highlighted as the “most popular”. This is a surprising assertion, given the decline of print, but may convince the customer that this offer is the best one, on the implicit thought that this is chosen by most users for a reason.
The subscription page in itself is a subscription journey. It’s a treat for the compulsive scroller: no need to click, the whole conversion in a single, very long page, which gives the impression of buying goods rather than information.
On this subscription page, the value proposition is not defined, only the free merchandise is used as an appeal. This free merchandise is aimed at young generations who wear tote, care about goodies and will act as an indirect advertisement of the brand when wearing it.