“Growing the Internet asanacquisition channel iscritical to our business.Increasing subscriptions rom our online channel b nearl 5 times generated alot o excitement.Working with partners and technologies that gave usreal-time answers to our marketing challengesgave us a more robustsubscription tool to usealone and in combinationwith our oine eorts.”
| SVP MARKETING |THE DALLAS MORNING NEWS
Earl in 2007, The Dallas Morning News embarked on an aggressive mission:double newspaper subscriptions rom their online channel in onl 4 months withlimited discounts while adhering to a specifc cost per order. “Doubling Internetsubscriptions was a stretch goal, and our plans were particularl ambitious givenour timeline as well as the potential number o technologies and groups involved,”said Laura Gordon, Senior Vice President o Marketing or The Dallas MorningNews. The Dallas Morning News worked with Camelot Communications to developa sstematic approach to marketing and optimiation that included subscription unnel testing, paid search strateg, and displa ad optimiation. Treating their subscription site as a conversion engine, The Dallas Morning News initiall ocusedon tests o the subscription unnel and then turned to search and displa ads,which drive trafc to the optimied unnel and are the conversion engine’s uel.Camelot and their partner Oermatica initiated the unnel optimiation with A/B testing, comparing the existing subscription ow design to a new design that eatured simpler descriptions, an inormation collection page that would appear earlier in the sign-up process, and a cleaner presentation o subscription andbilling options. The new unnel treatment resulted in a lit in conversion o 26.13%.Then, shortening the length o the subscription unnel rom 4 pages to 3 resultedin a 64.29% lit. A multivariate test o the subscription and billing page added anadditional 34.24% more in conversion lit. Finall, testing a one-page version o thesubscription unnel resulted in another 11.83% lit.With a highl optimied conversion unnel ater onl 2 months o testing, TheDallas Morning News and Camelot then ocused on paid search testing usingOermatica or monitoring and attribution. The ke learning rom these tests was to onl bu branded terms such as “Dallas news” and “Dallas morning news.”Despite an efcient unnel, expensive non-branded terms generall did not ieldROI-positive results based on the cost-per-order limits o the project.The fnal optimiation phase involved displa ads delivered and optimied b Oermatica, which then reinorced the same ad creative throughout The DallasMorning News subscription unnel. The result was increased relevance and higher lit compared to an onsite experience that didn’t reinorce displa ad creative.Oermatica’s attribution and live reports, which accounted or post-impressionsearch engine queries as well as view conversions, gave The Dallas Morning Newsand Camelot real-time insight into which ads were the most eective. Oermaticaoptimied each placement b driving more trafc to ads that resulted in the mostconversions. Both the cost-per-click and click-per-impression campaigns droveincremental subscribers; nonetheless, the cost-per-acquisition generall exceeded the project’s fnancial objectives.
The Dallas Morning News Doubled Online Channel in 4 Months withOmniture Oermatica
OmNitURe OffeRmAticA cAsestUDy