I find the ad at the top distracting from the actual purpose of helping readers to sign up to (additional) newsletters.
Digiday had an interesting article
on the topic. While sign-up pages were traditionally tweaked using A/B tests, publishers are now taking a step back to look at the bigger picture:
“In the early days of optimizing commerce flows or shop pages, it was about, ‘Can you get a better conversion rate if you change something?’” said Karl Wells, the gm of membership at the Wall Street Journal. Today, he and his colleagues evaluate changes they make based on their effect on the Journal’s projected annualized revenue, or PAR; a change that attracts lots of customers who churn right out of their subscriptions makes less sense than a change that attracts fewer customers who stick around and renew.
Here’s what the newsletter sign-up page of The Wall Street Journal currently looks like. It shows all newsletters and alerts with on/off toggles to encourage readers to experiment with newsletters, and add new ones that might be interesting ones, but also easily stop others that are no longer interesting.