Product Ideas Pitch Portal
| Project Lifecycle Status | Pitch |
| Product value score | 3 |
| Business Priority (Optional) | Conversion |
| Values | Public Service |
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State your hypothesis, tying your project back to the impact it might have.
Implementing in-article CTAs to encourage membership sign-ups will result in a higher conversion rate of casual readers into paying members. By strategically placing these CTAs within articles, we can capture the attention of engaged readers and prompt them to take action, thereby increasing our membership base. This project aligns with our business goal of diversifying revenue streams and reducing reliance on advertising revenue by fostering a direct relationship with our audience. |
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Which metrics would you use to track the success of this project? We will use this as the foundation of our experiment design. (Optional)
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What problem are we trying to solve for our communities with this experiment? How might it help us better serve them?
One of the primary problems we're trying to solve for our users is to encourage them to become active members of our news community. By implementing in-article calls-to-action that prompt users to sign up for membership, we can encourage greater participation and involvement from our audience, fostering a sense of belonging and community. |
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Lay out the potential project steps to the best of your ability, including key teams that would need to be consulted. This is your best knowledge of the systems, tools and lift that would be required.
Strategic planning: Define the placement and design of in-article CTAs, considering factors such as user experience, article relevance, and conversion optimization techniques. Technical integration: Work with the development team to implement the necessary code changes to enable in-article CTAs within the CMS platform. Content creation: Develop compelling messaging and visuals for the membership CTAs, emphasizing the value proposition and benefits of becoming a member. A/B Testing: Conduct A/B tests to optimize the performance of in-article CTAs, experimenting with variations in placement, messaging, and design to maximize conversion rates. Tracking setup: Configure tracking tools such as Google Analytics to monitor the performance of in-article CTAs and track key metrics related to conversion and engagement. Training and documentation: Provide training and guidelines for editorial staff on how to incorporate in-article CTAs effectively into their content creation process if needed. Launch and promotion: Roll out the implementation of in-article CTAs across relevant articles on the website, promoting the membership program and incentivizing sign-ups through targeted messaging and campaigns. Monitoring and optimization: Continuously monitor the performance of in-article CTAs, analyzing conversion data and user feedback to identify areas for improvement and optimization. Iterate on messaging and design elements to enhance effectiveness and drive higher conversion rates over time. |
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| Effort (scale of 1-lowest to 4-highest) | 3 |
| Urgency (scale of 1-lowest to 4-highest) | 2 |
| Business Impact (scale of 1-lowest to 4-highest) | 4 |
| Cost (scale of 1-lowest to 4-highest) | 2 |
| Alignment with Values (scale of 1-lowest to 4-highest) | 2 |
Tagging @Guest for visibility. I didn't create a new idea for this as it was already in the ideas portal. Flagging because this came up as a need during elections as well.