How Nikkei improves user retention with new subscriber consultation

Transcript

1. 1
   How Nikkei improves user
   retention through consultation
   with new subscribers
   YOSUKE SUZUKI
   GM Digital Business Development, Nikkei America
   yosuke.suzuki@nex.nikkei.com
   NIKKEI PRODUCT & TECHNOLOGY BLOG on Medium: https://medium.com/nikkei-product-technology
   

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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
    yosuke.suzuki@nex.nikkei.com
    NIKKEI PRODUCT & TECHNOLOGY BLOG on Medium
    https://medium.com/nikkei-product-technology
    

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