We continuously pore over press releases to choose our ‘Press Release of the Week’. Our latest selection, a partnership announcement by audience engagement specialist Viafoura and subscription suite Poool, opens new avenues for audience engagement and retention, for example, deploying smart paywalls and registration walls into comment sections.
Poool, the Membership and Subscription Suite for digital media, and Viafoura, the leading digital experience platform for digital publishers and media brands, has announced a technology and business partnership to help publishers better engage and activate their audiences by dynamically converting highly engaged users into registered members and subscribers.
Mark Zohar, CEO of Viafoura, comments on the launch: “Our partnership opens new avenues for audience engagement and retention, which align perfectly with our mission to empower brands to activate their digital audiences. We believe, together, we are well-equipped to navigate the changing dynamics of the industry and drive meaningful, lasting impact in the digital space.”
Thanks to this new partnership, publishers will be able to:
- Target high propensity users with a metered engagement model & customized conversion journey
- Integrate Poool’s dynamic paywall and registration walls into Viafoura’s community engagement experiences
Turning engagement into commercial outcomes
Engagement is widely accepted as the essential element to a successful digital revenue strategy. However, true success lies in understanding what engagement actions are the most effective in increasing the monetary value of each individual reader, or average revenue per user (ARPU), and putting them to use in your audience conversion journeys.
This is where Viafoura’s conversation experience, engagement elements and propensity scoring integrate with Poool’s dynamic paywall and registration wall solution to maximize the value of reader engagement.
By leveraging Viafoura’s first-party data, propensity models and audience segmentation capabilities and Poool’s flexible and robust paywall and registration wall solution, publishers will be able to significantly increase and accelerate user conversion rates on their owned and operated properties.
For example, in the comment section, where the community comes to life, readers can be asked to create an account in exchange for access to more than two comments.
Max Moné, CEO of Poool : “Conversations are the best place to drive conversion for a publisher. This is why our partnership with Viafoura makes so much sense: publishers can now deploy smart paywalls and registration walls where the value is: into the comment section.”
At the point of registration the user has self-identified and any data collected prior to this point now becomes tied and identified to the user. This gives publishers a hugely valuable opportunity to personalize the user experience, building dynamic journeys based on a user’s propensity to subscribe. It’s been proven that the highest propensity to subscribe and the lowest likelihood to churn is a user who has provided user generated content (UGC).
Engaged readers can then be presented with dynamic conversion journeys to maximize ARPU. Below, two journeys built through Poool’s Dashboard – register for 24h access, for less engaged readers, or subscribe, presented to those who have already engaged and have a high propensity score.
This dynamic audience conversion solution is now available to all Poool and Viafoura customers.
