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300% increase in sign-ups with a previewed content paywall

Aug 21, 2024

healthcare professionals discussing content

Engaging healthcare professionals (HCPs) with gated content can be a double-edged sword. On the one hand, it ensures your content is reaching the right audience while complying with stringent industry regulations. On the other, it can stifle organic engagement, dilute SEO impact, and discourage users from accessing your content. But what if there was a way to balance these challenges?


For Campus KSA (Kingdom of Saudi Arabia), the solution was a previewed content paywall, which led to a remarkable 300% increase in user sign-ups. This article explores why content gating exists, the benefits of rethinking the paywall, and actionable strategies to maximize HCP engagement.



Why gate content?


Gated content serves a critical purpose in the biopharma and life sciences industries. By restricting sensitive materials to verified audiences, companies can:


  • Ensure regulatory compliance by only presenting disclaimers and sensitive data to qualified users.

  • Target niche audiences with content designed to meet specific professional needs.

  • Drive lead generation by collecting user information.


While these benefits are valuable, there's a catch. A substantial portion of healthcare content is often gated, which can limit accessibility and engagement. This high rate of gated material creates barriers that can frustrate HCPs, lower engagement, and hurt site traffic. Too many users drop off after encountering cumbersome login or registration walls, and for many organizations, most gated content never reaches its target audience.


This is where previewed content paywalls come in to strike a better balance.



How a previewed content paywall works


A previewed content paywall doesn’t slam the door shut. Instead, it offers users a glimpse into the value of your content before requesting sign-up or registration. Think of it as a movie trailer for your gated resources, giving just enough to excite the audience without revealing everything.


Here’s what makes a previewed content paywall effective:


  1. Builds trust – Users can verify content relevance and quality before committing.

  2. Adds value – Provides usable insights upfront, making them feel they're gaining something even before converting.

  3. Encourages action – A sneak peek often creates FOMO (fear of missing out), which drives users to complete the sign-up.

  4. Boosts SEO The use of previewed content can improve SEO by making it easier for search engines to understand and index the content, which can lead to better rankings and increased visibility. This, in turn, can help generate new leads by attracting more organic traffic.


For example, virtually every click on Campus Australia’s homepage led to login gates, driving users away. By strategically introducing previewed content, Campus KSA saw a significant boost in both traffic and sign-ups.





The results

The implementation of previewed content paywalls at Campus KSA produced jaw-dropping results.

  • 300% Increase in sign-ups: Users were more willing to provide details once they understood the content's value.

  • Improved retention rates: HCPs were incentivized to return to continue consuming content.

  • 12x more impressions with optimized search performance: Schema markup and optimized previews ensured content appeared effectively in search engines, widening its reach.


Simply put, previewed content turned passive browsers into active users, proving that small changes can deliver massive impacts.



A complete strategy for better results with your biopharma content


Here’s how to replicate this success for your gated content strategy:


  • Analyze engagement data: Identify where users are dropping off in the content flow. Optimize registration forms to remove friction.

  • Stage public content strategically: Don’t hide everything. Use ungated content to establish early trust and credibility before prompting for sign-ups.

  • Offer value in the preview: Craft teasers that highlight what users will gain without giving away too much. Balance detail with curiosity.

  • Optimize SEO for discovery: Use schema markup, meta descriptions, alt tags, and optimized landing pages to enhance findability.

  • A/B test paywalls: Test traditional versus previewed paywalls to track which delivers better conversions for specific segments of your audience.

  • Leverage analytics: Continually review user behavior to refine your strategy. Tools like heatmaps and session trackers can help you see where users disengage.

  • Simplify sign-ups: Lengthy or overly complex registration processes discourage conversions. Keep it short and clear.

  • Invest in rich media: Graphs, infographics, and quick-read summaries enhance the preview experience and resonate better with HCPs.


By employing this well-rounded strategy, life science marketers can not only increase sign-ups but also nurture lasting relationships with their HCP audience.



Conclusion


The success of Campus KSA underscores an essential truth for biopharma and life sciences marketers. Gated content can transform your audience engagement—but only if it’s done right. A previewed content paywall offers a win-win solution, delivering value upfront while driving users to take action.


Don’t hide behind rigid gates. Show your audience what you have to offer, and they’ll reward you with their trust (and sign-ups).


Start your own transformation today.




Aug 21, 2024

3 min read

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