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Publishers can use registration walls to drive revenue. This is how.

What's New in Publishing 30 Jul 2020 07:54

A registration wall will quickly identify a publisher’s most loyal and engaged visitors. These super users are much more likely to convert to long term subscribers.

Interest in registration walls is growing, as publishers lay groundwork that allows a shift from third-party to first-party data, and avoid further pressure on ad revenues. Additionally, publishers needed a counter to leaky paywall and adblock revenue losses.

Recent studies have shown that as much as 75% of paywalls can be circumvented by relatively simple user techniques like cookie clearing and privacy modes. A regwall’s ability to help enforce copyright access controls focus on sustainable revenues, first-party data, better user experience, has sparked more interest in the use of registration walls.

What is a registration wall?

A registration wall is a method of online visitor relationship management that asks visitors to establish a free account with a website to have access to content. Sometimes called a regwall or regiwall, it confirms the user identity and can manage permissions by user account, and across devices rather than tied to a single browser. It can be a critical component for overall copyright access control for publishers.

What does a registration wall look like?

The Drum leads with friendly, inviting language and stressing that registration is free.

The Guardian gives a brief explanation of the ‘why’ for readers. Promising an improved experience and providing links to more thorough answers to visitor concerns.

Pinterest sets expectations for how quickly registration is completed, and how much content is available to registered visitors.

Mediaite includes the form field directly, rather than adding visitor clicks to complete registration on another page.

When are registration walls presented to visitors?

After signing up, visitors will gain access to the content designated for registered users only. Login options often include using social sign-on or Google account, and they can automatically keep the user signed in for future visits from the same device.

What are the benefits of a registration wall?

What is the difference between a registration wall and a paywall?

Both paywalls and regwalls can manage access to content, and both require users to create and use a login.

Registration walls can quickly set up an account specific to the user identity (often an email address), rather than tied to a browser or device. The user can use a social login, Google account, or create a unique login with the publisher. This login can be used regardless of device or browser, to gain access to free content, as well as other products or apps the publisher may wish to include. The account method allows a publisher to gather a more holistic view of the users behavior and visits.

To effectively implement a regwall, publishers will need the ability to:

Once the regwall is set up, publishers can leverage the account information to grow newsletter marketing, offer paid subscriptions, or promote other products and properties.

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