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Credit: Photo by Christin Hume on Unsplash

If you want to build your subscriber base, it might be that you need to make the process of signing up easier for your readers - after all, some people change their minds if the process is too clunky.

That is what the Winnipeg Free Press (WFP) managed to do after receiving an accelerator from the Facebook Journalism Project (FJP), boosting their subscription trials from 2,000 to 10,000.

David Grant, program manager, FJP talked to WFP staff about their main lessons from the accelerator. A key part of the success was reducing the number of steps to sign up from 11 down to six, explained Christian Panson, vice president of digital and technology.

"Anytime you ask somebody to do something, your abandonment rate is going to go up," he said.

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