Key takeaways

1. Direct checkout was the turning point 

Piano's direct checkout implementation was the “biggest unlocker” for the team. It enabled faster learning and faster iteration, improved content strategy, and sharpened pricing and promotion decisions. 

2. Marketing gained full control 

Piano became the central tool for subscription growth. After the initial technical setup, the marketing team became empowered to run A/B tests, price tests, paywall-height and meter-height tests, allowing for more autonomy and continuous forward momentum in the team. 

3. Promotions that drive impact  

Piano helps Stuff to run two major promotional periods per year: Black Friday and the company’s annual birthday. Each begins with free-access days to drive maximum site traffic, with the paywall and promotion following right after.  

The takeaway 

Direct checkout implementation helped Stuff optimize their content strategy and make better and faster decisions. With more autonomy, the marketing team became empowered to make strategic decisions faster and more effectively.  

For publishers, combining strong tools with thoughtful timing and marketing control can build a powerful, sustainable subscription engine.