Neos Kosmos

Neos Kosmos lifted conversion by swapping a benefits list for an emotional appeal. Neos Kosmos replaced a paywall listing premium benefits with culturally rooted copy asking readers to "support our work". The emotional version raised conversion by 16% over the benefits-driven original.

Only the tone of voice changed, and the rest of the paywall stayed the same. It likely worked because the Greek diaspora audience feels a bond with the publication and its mission, so subscribing feels personal rather than transactional. Tone is a cheap variable to test alongside price and layout.

abtest.design

A paywall image of immigrants on a boat beat a Greek building. Neos Kosmos tested two paywall images: a Greek building (control) and immigrants arriving on a boat (variant). The boat image produced 13% higher conversion rates.

The image was the only change, so price, copy and layout were untouched and the lift can be attributed to the visual. The boat image tied into the readership's shared migration story, which likely made the offer feel more relevant. A single image swap is a low-effort test to run before bigger paywall redesigns.

abtest.design