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Turning Content Viewers Into Subscribers

February 23, 2016 | Lior Zalmanson, Gal Oestreicher-Singer | Marketing

Content websites can more readily convert site visitors into paying customers by prompting visitors to gradually increase their social engagement with the site — using a concept the authors call the "ladder of participation." This means thinking strategically about using site engagement to improve conversion. It also means taking an active role in encouraging users to climb the ladder of participation and move quickly up its rungs.

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