BusinessFebruary 20, 2023

When Do You Need A Dynamic Paywall Solution?

Digital publishing companies are constantly looking for more adaptable ways to provide their content to their customers. Dynamic paywalls are one of this route’s key characteristics. They enable you to tailor paywalls to a particular person or group and gain a deeper insight into a user. The need to lessen publisher reliance on ads is further strengthened by the likelihood that the death of third-party cookies will have an effect on ad revenue.  

The goal of a dynamic paywall is to increase the likelihood of conversions by analysing a fresh user’s activity to decide whether they are likely or unlikely to sign up for your platform. Users are graded according to a variety of criteria, including their operating system, whether they are returning visitors, the nature of their journey, etc.

The Edge of a Dynamic Paywall

Publishing companies used to impose a strict paywall on their whole website, requiring readers to subscribe in order to view the content. Although this made sure that content publishers were funded for their work, new site visitors were unclear as to what they were being charged for. A soft paywall is an alternative that first grants readers access to a handful of pages before limiting their ability to view the rest of the content.

A dynamic paywall uses Artificial Intelligence and Machine Learning to bring together the best of both worlds and restrict access based on user behavior. According to user behavior, dynamic paywalls adjust article limits and show personalized subscription cues to readers who are inclined to sign up for the platform. The basic idea behind dynamic paywalls, also known as propensity paywalls and intelligent paywalls, is the same. Dynamic paywalls can be imposed on brand-new and unidentified visitors as well as those who use ad blockers, or they can be applied to already-registered users and followed by a request to upgrade to a paid membership.

Will a Dynamic Paywall Affect the Traffic to a Website?

Traffic may experience a paywall’s short-term effects. A well-designed paywall, even so, will help turn this slight decline in traffic into long-term benefits by leveraging devoted and active users. A dynamic paywall instantly adjusts the article limit, letting low-intent readers access more content while the already loyal and engrossed users are encouraged to convert into subscribers. This is in contrast to a hard paywall, which has the possibility of drastically reducing website traffic. By doing this, the publication can continue to monetize first-time, low-intent visitors with ads without hindering their traffic.

When to Consider Implementing a Dynamic Paywall?

It is profitable to monetize your content in order to have a new source of income. Not everyone will gain from merely adding a paywall. Before installing a paywall, there are a few things to take into account.

  • Do a significant number of direct and returning visitors frequent your website? You can estimate how many of your readers are loyal by looking at analytics. A portion of these visitors may become paid users if the percentage of such visitors is large.
  • You may want to think about placing high-quality, original content that isn’t offered elsewhere for free behind a paywall. 
  • Social media publishers are more likely to transform their followers into subscribers because they have an engaged audience.  
  • It will be simpler for publishers who specialize in a market with little competition to monetize their content with a paywall.


As they develop enough ad revenue to cover their expenses, medium and enterprise publishers are better positioned to experiment with a paywall. Enterprise publishers can use their brand and image to entice readers to become subscribers. Publishers have a fantastic chance to lower their reliance on ad revenue with the help of dynamic paywalls. They aid publishers in monetizing their content and growing their base of devoted customers.

Talk to Magnaquest today to learn more about how SURE, our Subscription Billing and CRM solution can become your aide towards offering a more seamless subscription experience to your readers.