优化数字媒体的付费墙策略（以及我们如何将《经济学人》的订阅量提高了5%）
In the lifecycle of a customer journey, paywalls are just one component of a healthy and holistic acquisition strategy.
在客户旅程的生命周期中，付费墙只是一个健康和全面的获取策略的组成部分。
And while we know that digital publishers likely have their hands full with optimizing everything—from landing pages to headlines all the way through to cancellation journeys—paywalls are still one of the most important touch points in a customer lifecycle and a key way that online publications monetize their content.
虽然我们知道数字出版商可能需要全力优化从落地页到标题再到取消流程的所有内容，但付费墙仍然是客户生命周期中最重要的接触点之一，也是在线出版物实现内容变现的关键途径。
But in the age of unlimited free content, convincing users to pay for access can be challenging. In this article:
但在无限免费内容的时代，说服用户付费访问可能是具有挑战性的。在本文中：
- We define paywall delivery methods
- 我们定义付费墙的交付方式
- We show you some best-in-class examples
- 我们向您展示一些最佳实例
- We then outline our formula to optimize your paywall design
- 然后，我们会概述优化付费墙设计的公式
- We also show you how we created big gains in The Economist’s paywall strategy
- 我们还向您展示了我们如何在《经济学人》的付费墙策略中取得巨大收益
A paywall is a system used by online publishers to monetize their digital content and generate revenue. They restrict access to content, such as articles or videos, unless the user pays a fee or subscribes to a service.
付费墙是在线出版商用于变现其数字内容并产生收入的系统。它们限制对内容（如文章或视频）的访问，除非用户支付费用或订阅服务。
In other words, an online paywall is a barrier that prevents users from accessing content until they have paid for it or completed some other action, such as registering an account or signing up for a free trial.
换句话说，在线付费墙是一种阻止用户在付费或完成其他操作（如注册帐户或免费试用）之前访问内容的障碍。
There are plenty of elements within our control when it comes to optimizing a SaaS product experience. As mentioned above, paywalls are just one component of your strategy.
在优化SaaS产品体验时，有很多元素是我们可以控制的。如上所述，付费墙只是您策略的一个组成部分。
Below you can see how paywalls fit in the ‘Registration’ phase of the user experience and get a better understanding of all the elements we could optimize to improve acquisition, conversion, and retention metrics in digital media.
以下是付费墙如何适应用户体验的“注册”阶段，并更好地理解我们可以优化的所有元素，以改善数字媒体的获取、转化和保留指标...