August 3, 2021 - Current
Email Capture Wall
My role
UI design and user testing.
Problem
WBEZ.org is accessed by 500,000 - 1M users every month. More than 80% of those visitors are new to the site. Put another way, more than 80% of our users in one month don’t return the next month. This is not unusual for large media sites. NPR.org is typically 90% new visitors each month.
We derive very little value from these one-and-done users. Display ad revenue is limited, and our invitations to Sign Up for the Rundown result in 0.5% conversion or less.
Goal
Create addressable relationships on digital platforms by deriving 180,000 gross newsletter subscriptions added through WBEZ.org in FY22.
Success in creating addressable relationships with these users will allow us to further extend our public service, because we can reach them via email and let them know when we’re covering the stories that matter to them. So how do we create more addressable relationships?
Creating addressable relationships with an email wall
Starting in August 2021, WBEZ.org will require users accessing stories published at least 3 months ago to provide their email address. If successful, this Email Capture Wall will generate 11,000 gross additions to our email subscriber list per month.
Once a user provides their email, they’ll never see the wall again, as long as they’re using the same device.
We will also take steps to ensure that our current newsletter subscribers never see the wall to begin with.
We will subscribe users to the Daily Rundown, plus our Weekly and prospect series emails.
A confirmation email will immediately go out which allow for an unsubscribe option.
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We recognize that it might be controversial to require an email address to access some stories. That’s why we’re offering an off-ramp.
Users who decline will have the option to read recent Chicago news stories (which won’t be blocked).
We will also create a secret back door, via a URL parameter, which we can use to distribute for accessibility purposes, or any other reason.
UX Flow
October 11, 2021
Results
Email wall conversion rate: 6.11%
Total sign ups: 5,052 in the first week
90,000 worth of ads sold in 2 months
User Testing
The email capture wall was already in the works when I joined Chicago Public Media in July 2021. I noticed an issue with the orginal design, which was it failed to mention that it was free. I mentioned this during a meeting and was asked to do some user testing.
"The smallest print on the entire page is what reassures me I don't have to pay."
-My favorite user quote from testing
August 19, 2021 - August 30, 2021
New design affordances results
Due to the fact the email wall was scheduled to lauch we decided to do so but design and develop a new affordance that makes it clear to users it is free.
Email wall conversion rate: 6.97%
In only 11 days & still going strong
As a direct result, we have done over 90k in newsletter ads
No small feat for public radio