How ZINIO Increase conversion rate from 2.22% to 2.34%?! | Digital Marketing Community

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How ZINIO Increase conversion rate from 2.22% to 2.34%?!

ZINIO is considered to be the world’s first and largest digital newsstand, which enables all magazine readers to access magazine content from the best publishers across the globe. It’s also covering over 6,000 magazines available that allow readers to browse magazines and articles on their favorite mobile or desktop device. For over a decade, ZINIO has delivered over half a billion digital issues in over 200 countries.

This year, ZINIO ran out a new project to enhance its App engagement and that’s the project background:

Currently, 25% of MAU (Monthly Active Users) are visiting <Explore> a ZINIO app section featuring a selection of popular articles which are completely free to read.

Out of the total number of Explore visitors, only 14% of them actually read an article, and 2% make a purchase after reading an article.

Key Results:

  • Increase conversion rate from 2.22% to 2.34% in just one month

PROBLEM

ZINIO’s project had three specific objectives, which are:

  1. Increase the engagement rate of users visiting Explore Articles
  2. Get more users to engage with the content
  3. Ultimately convert to purchasers.

SOLUTION

ZINIO’s team took a set of scientific steps that had been included in their action plan to reach their goal, these steps were:

  1. Updating Explore with new articles more frequent, instead of once a week change to twice per week - on Mondays and Fridays, to provide fresh new content on days with highest traffic - days with most visits: Sundays, Saturdays and Mondays.
  2. Increase number of articles added to Explore, to at least 16-20 new articles per week.

RESULT

Finally, ZINIO managed to achieve a great progress in its case study, as explained in the final results of the project. These results were:

  1. Increased engagement rate of users who visit Explore, and get more of them to read articles.
  2. Increase conversion rate from 2.22% to 2.34% in just one month from implementation.

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