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How Nikkei improves user retention with new subscriber consultation

Yosuke
February 28, 2020

How Nikkei improves user retention with new subscriber consultation

Yosuke

February 28, 2020
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  1. 1
    How Nikkei improves user
    retention through consultation
    with new subscribers
    YOSUKE SUZUKI
    GM Digital Business Development, Nikkei America
    [email protected]
    NIKKEI PRODUCT & TECHNOLOGY BLOG on Medium: https://medium.com/nikkei-product-technology

    View Slide

  2. NIKKEI Group Overview
    144 year history
    1400 Journalists
    NIKKEI+FT 2.2M
    Nikkei newspaper
    700K
    Nikkei.com
    paid subs(38.9$/m)
    8M
    Nikkei ID membership
    Financial
    Database/Index
    Business
    Live Events
    Educational
    Services
    Consolidated Revenue $3.2B
    TV/Radio
    networks
    Trade
    Journals

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  3. Nikkei Digital Edition (Nikkei.com)
    Paid Subscribers: 700K
    ($38.9 USD/month)
    Launched March 2010

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  4. Monthly churn rate is low: 1.5% …
    but large in absolute numbers, so churn
    reduction is a priority
    Acquisition Cost > Retention Cost
    Retention is highly cost-effective

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  5. Nikkei.com offers a wide range of apps and features…but
    many subscribers don’t use them or even know about them
    ● iOS/Android app (86%)
    ● ePaper app (44%)
    ● Keyword follow
    ● Newsletter
    ● Search
    ● Interactive content
    ● Company directories
    困った!

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  6. New Subscriber Consultation: 3 Key Questions
    Why do you access Nikkei news?
    [Multiple choice OK]
    ● Daily news review
    ● For work or business
    ● Managing investments or assets
    ● Self-improvement
    ● Other reason
    In the past, how often did you read the
    Nikkei daily newspaper?
    ● Almost every day
    ● 3-4 times per week
    ● 1-2 times per week
    ● Never read the Nikkei
    newspaper
    Which viewer format do you prefer?
    ● Article list smartphone view
    ● ePaper app Replica viewer

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  7. New subscriber consultation ->
    Provide app and feature recommendations
    ● 6 app/feature recommendation profiles
    based on new subscriber survey responses
    ○ Smartphone app Installation Guide
    ○ Habit-making guidance for
    Morning/Evening editions
    ○ Content recommendations
    ○ Personalization feature

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  8. Results(1)
    85%
    Answered
    Best result
    ● New subscriber response rate to survey: 85%!
    (Test period: 2019 Jun ~ Jul)
    ● The way you ask questions is important
    ● Utilized A/B Testing Optimization
    Please answer the
    following 3 questions.
    Thank you for
    registering.
    Please answer the
    following 3 questions.
    (with Nikkei masthead
    image)

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  9. Results(2)
    ● 4 point improvement in
    retention rate
    (93 day retention period)
    ● 8 point improvement in
    ePaper app usage rate
    (44% -> 52%)
    ● $546K gross profit increase

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  10. 10
    YOSUKE SUZUKI
    GM Digital Business Development, Nikkei America
    [email protected]
    NIKKEI PRODUCT & TECHNOLOGY BLOG on Medium
    https://medium.com/nikkei-product-technology

    View Slide