For many, it comes down to a lack of first-party data, or a failure to progressively collect information on users and create an accurate picture of their interests and preferences.
Digital publishers need to be tracking general demographics, age, location, interests, buyer behavior and even churn risk to ensure they can offer bundles to the right consumer, at the right time, for the right price. One way to gather data like this is through free trial periods or exclusive content that can only be accessed through a registration form.
Creating a lucrative subscription bundle isn’t as easy as putting two items together. Above all else, digital publishers need to make sure they experiment with different bundles, offer personalization, and prioritize customer value. This will not only help generate more sales for bundles in the long run but also increase customer satisfaction as users feel like their needs are being met.