The Test
When a fresh investor joined the Olive Press team, everyone looked for a “quick win” to show new momentum. The growth crew focused on the site’s free‑registration pop‑up—the lightweight paywall that invites first‑time visitors to create a free account after reading one article. With hundreds of daily visitors passing through, even a small bump in sign‑ups would translate to more email subscribers, more repeat traffic, and more ad impressions.
Originally, the headline read:
It’s crystal clear and screams “no cost.” To see if softer language might feel less salesy, the team swapped in a gentler headline:
They left everything else unchanged: design, placement, timing, and the post-signup messaging stayed exactly the same. The test ran for two weeks to gather solid data before any conclusions were drawn. The only variable throughout was that one phrase
What Happened
Within hours of launching the new copy, the team noticed something alarming:
- Sign‑ups plunged from an average of 40 per day to only 10.
- The registration form still loaded, but far fewer people bothered to give their email.
Red arrow shows date the copy was changed to “Continue reading” . Green arrow shows the date the copy was reverted back to “FREE for you”.
Alarm bells rang. After two weeks of testing, the team switched the headline back to the original “FREE for you.” Almost immediately:
- Registrations popped back to 40+ per day, matching the pre‑test baseline.
- On one exceptional day, they hit nearly 70 sign‑ups—a clear signal that clarity wins.
This swing from 40 down to 10 and back up wasn’t random. The only changed element was that one phrase.
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At its core, registration is an exchange. The reader gives you an email address; you give them access. Small doubts kill that exchange. When the prompt reads “Continue Reading…,” readers pause: What am I signing up for? Will I have to pay? Sudden friction appears.
By leading with “FREE,” you remove that hesitation. The promise is laid bare: no cost, no risk. That frictionless clarity encourages more readers to hand over an email address, which is exactly what fuels the paywall flywheel:
- Email capture unlocks direct communication.
- A newsletter drives readers back regularly—each visit is another ad impression.
- A well-timed subscription offer nudges the most engaged fans to become paying customers.
Without that first email, the flywheel never spins.
Takeaway for Publishers
The Olive Press test shows how clear copy can tilt the conversion scales. Want to repeat their success? Keep the promise crystal clear, measure the fallout instantly, and nurture every email you collect.
- Lead with the benefit. If users truly get something free, put “FREE” in your headline. Clarity trumps curiosity every time.
- Measure in real time. Track sign‑ups daily so you catch both dips and spikes immediately.
- Automate the welcome drip. Send a thank-you email right away, follow up with your most popular stories, then introduce a low‑cost subscription option.
- Repurpose the data. Each new email powers your newsletter, fuel for repeat traffic (and ad views) and the seed list for future subscription upsells.
Your words hold power. One clear, upfront promise of “FREE” can flip hesitant visitors into eager subscribers. Every email sign‑up starts a nurturing journey, driving repeat pageviews, boosting ad revenue, and seeding future paid upgrades. Keep it bold, measure every tweak, and let your free‑registration growth loop become the engine that fuels both reader loyalty and revenue growth.
Let’s talk paid subscriptions
Want to learn more about growing your audience and converting subscribers with your paywall? Get in touch with Pete.