According to Business Insider's chief subscriptions officer, Katie Friedman, the introduction of machine learning for paywalls can significantly enhance conversion rates and increase revenue.
Friedman emphasized that their previous freemium model limited potential revenue, as only specific journalist-written articles were paywalled, neglecting other valuable content.
The new AI-driven paywall personalizes user experiences, using reading habits and Google Analytics to determine when to present a paywall, effectively boosting conversion rates.
Friedman noted that the results from their testing revealed that 60% of new conversions came from articles that previously had no paywall, showcasing the strategy's success.
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