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How The News Minute Scaled Subscriptions Through A/B Testing with GA4 Insights
About Client
The News Minute (TNM) is a leading digital-native news publisher in India, known for its in-depth reporting on politics, social issues, and regional narratives. With a loyal but largely non-paying readership, TNM’s strategic priority was to strengthen its reader revenue model through subscriptions while maintaining a high-quality user experience.
Business Challenge
While The News Minute consistently attracted high-quality readership, converting engaged users into subscribers remained a key challenge. The organization faced several constraints:
- Subscription entry points lacked consistent visibility across high-traffic surfaces.
- The subscription journey contained friction, particularly on mobile devices.
- Limited visibility into how users interacted with subscription CTAs across the conversion funnel.
The objective was not only to increase subscriptions but also to establish a repeatable, data-driven framework for ongoing subscription growth and optimization.
Goal
To increase subscription conversions by leveraging GA4 insights, improving subscription visibility, reducing user journey friction, and implementing a scalable experimentation framework that enables continuous subscription growth.
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