The Economist: testing the digital subscription funnel
As Conversion & UX Optimisation Manager at The Economist in London, ran A/B tests on the digital subscription pages and checkout, from price anchoring and social proof to a shorter checkout, contributing directly to record digital circulation growth of 39% worldwide.
My contribution
Ran the conversion and UX optimisation of the digital subscription funnel: found the opportunities, designed the A/B tests on price anchoring, social proof and a shorter checkout, and analysed the results before each winner was rolled out.
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Situation
The Economist was growing its digital circulation worldwide. Every new digital subscriber came through the same subscription pages and checkout, so small improvements there added up across every market.
Task
Turn more visitors to the digital subscription pages into paying subscribers.
Action
Architecture
Test the decision, then the form. The programme worked on the two places where readers decide: the subscription page, where they choose an offer, and the checkout, where they commit.
Implementation
- Price anchoring. How the subscription options and prices were presented, so the best-value offer was easy to see.
- Social proof. Signals that many readers already trust and subscribe to The Economist.
- A shorter checkout. Fewer form fields between choosing an offer and paying.
Verification
- Every change ran as an A/B test against the existing page before it was rolled out.
Result
- Record digital circulation growth of 39% worldwide, to which the subscription tests contributed directly.
- Winning variations on the subscription pages and checkout.
Skills evidenced
- Subscription funnel optimisation for a global media brand.
- Pricing presentation: anchoring and offer design.
- Checkout UX: removing friction from the payment step.
Portable lessons
- How a price is shown matters as much as the price. Anchoring changes which offer feels right.
- Every field costs subscribers. Ask only for what the checkout needs.
Want to discuss the decisions behind it?
Over fifteen years of consulting and growth, and hands-on AI delivery from discovery to daily operations. I can share my CV and talk through how I connect business outcomes with systems that run.
Available for a chat. In person in Stavanger, or remotely worldwide.