In this week’s edition of Five on Friday, Media Post reports that magazine mobile web audiences are up 17 percent, Business2Community offers top tips we can learn from subscription boxes, Forbes tells us what brands need to consider before starting a subscription service, a Kantar Media study reveals that one in five people block all ads, and Constant Contact shares ways to convert website visitors into email subscribers.

Mobile Magazine Readership Up 17 Percent in May

While magazines may be reducing the frequency of issues and the size of their magazine, magazine mobile web readership was up 17 percent in May compared to May of 2017, reports Media Post. This was the highest increase in the last year and a half according to the 360° Brand Audience Report from MPA – The Association of Magazine Media. The report also showed that unique visitors to a magazine website on a mobile device now comprise 35 percent of total magazine readership, up 5 percent year-over-year. Read more about the study at Media Post.

Five Top eCommerce Tips from Subscription Boxes

Did you know that subscription boxes grew by 800 percent from 2014 to 2017? According to Business2Community, they have not only grown exponentially, but you can now get just about every product in a subscription box including everything from personal hygiene care and mascara to dog treats and whiskey. Here are five lessons we can learn from their success:

1. Presentation matters. This is true both online and off. If you want to attract prospects, you’ve got to provide a visually appealing experience to entice them to try your product. When they do, you need to WOW them with an unboxing experience and presentation they can’t get from Amazon or shopping at their local store.
2. Follow-up with your customer. So your customer gets their first BarkBox, Birchbox or StitchFix. What did they like about it? What did they love? What did they hate? Follow-up with your customers to get specific feedback about their likes and dislikes, so you can tailor future offerings to their tastes and needs.
3. Tailor the experience. Today’s online shopper is looking for convenience and something they can’t get elsewhere. Offer them a customized experience. For example, StitchFix asks customers to provide a fashion profile – likes, dislikes, style preferences. Nordstrom does as well, but they go even further, by having an online rep chat with you to ask what types of items you need in your wardrobe – are you looking for casual clothes or fashions for the office?
4. Sell gifting experiences. Maybe your shopper isn’t ready to commit to a regular monthly or quarterly box for their own needs, but maybe they want a gift that keeps on giving for a friend or relative. Offer a gift subscription option.
5. Show ’em the value. Business2Community points out that customers want to know they are getting their money’s worth. Even better, show them what a deal they’re getting by sharing “suggested retail value” or prices, so they can see why they your subscription box is the best deal online.

For seven more great tips like these, read the original article, “12 Ecommerce Lessons from Subscription Boxes” on Business2Community.

3 Things Brands Should Think About When Starting a Subscription Service

The popularity of subscription services continues to grow, but they need to be planned and executed well to be successful. In a recent article, Forbes offered 10 items a brand should think about before they implement a subscription service for customers. Here are three of those recommendations:

1. Identify a consumer problem and fix it, says Aaron Henry of FOUNDRY512. By doing so, brands can utilize the subscription model to continuously address a consumer issue (e.g., providing online storage for documents or photos, wanting an alternative to cable TV, etc.) and, in return, receive recurring revenue as an additional revenue stream.
2. Provide unique, relevant content. Whether you are providing must-read daily news or must-watch cooking tips, offering subscribers premium content that’s done well can draw in new consumers who are willing to stick around to get access to content they can’t get elsewhere.
3. Look beyond the “one and done.” It’s great to have unique content or the best beauty box, but you have to deliver consistent value to keep your customers happy. With the subscription model, you must look beyond the “one and done,” and provide your subscribers with a valued product or service each and other month.

Read the remaining recommendations in “10 Things a Brand Should Consider When Implementing a Subscription Service” at Forbes.

Twenty Percent of Web Users Always Block Ads

One in five internet users still block ads – all the time – said Media Post, quoting a Kantar Media study called Dimension. One in five! The study was conducted between November 30 and December 12, 2017 including 1,000 Americans and 5,000 web users in Brazil, China, France and the United Kingdom. Reasons cited for blocking ads included:

• Poor creative
• Lack of relevance
• Brands serving repetitive ads
• Online ads for items already purchased
• Lack of reader control

As a result, 20 percent of those surveyed block ads all the time. Thirty-three percent said they use an ad blocker sometimes. Ad blocking is less common in China than in the U.S. Read more study results in “One in Five Internet Users Still Block Ads All the Time, Study Finds” on Media Post.

Three Great Ways to Convert Web Visitors into Email Subscribers

Virtually every successful business has a web and/or social media presence that gets the attention of potential subscribers, but how do you get those visitors to become email subscribers as part of your sales funnel? Constant Contact offers a few suggestions. Here are three we want to try:

1. Use embedded email sign-up forms in your blog posts or articles. Constant Contact points out that website visitors often find an interesting blog post or article through social media, meaning they may miss your home page altogether. If your home page is where your email sign-up form resides or pops up, they may miss it, so embed your sign-up form in blog posts and articles to be sure you capture those who are already interested in your content.
2. Grab ’em before they go! Use an exit-intent popup that tracks users on your site and, just before they leave, use a popup message to ask them to sign up for your email list before they go.
3. Content freebies are a great way to get new email list subscribers. Offering a must-have one-sheet, white paper or downloadable report in exchange for their email address. Sure, they can always unsubscribe, but if your newsletter provides them with useful information, they might stick around.

Like these tips? Read more ideas for “How to Convert Visitors to Email Subscribers” on Constant Contact.