How The Toledo Blade created a frictionless experience to sell thousands of day passes

The Toledo Blade aimed to start building relationships with potential users who might have been excluded from its ongoing hard paywall strategy.

They wanted a low friction way to entice readers rather than "subscribe or nothing" as well as obtain users' first-party data and payment information. By offering day pass purchases, they converted leads to registrations at a significantly higher rate than its typical user experience. They also found out that day pass purchasers are 12x more likely to buy a subscription than non-day-pass readers - due to reduced friction of checkout experience.

Piano also enabled them to build and target their six daily newsletters to enhance content engagement with AI-recommended content and invite readers to events and contests with dynamic content blocks.

Hear from The Blade’s Tom Zeller about the approach they took, and lessons learned along the way.