Overview of this campaign

1. Explore and learn how we can engage, retain and reach readers outside Oslo

- Find out more about our reader´s preferences when it come to content from and about Oslo
- Experiment with different ways of combining active personalization with our passive personalization engine Curate
- Experiment with geo-localization data and content
- Improve our personalized frontpage with new preference signals from our readers

2. Create an MVP that we can use to reach the long term goal of subscriber growth outside Oslo

Results for this campaign

The experiment was run in a large a/b test where the test group was exposed to an option to adjust the amount of Oslo content on their front page. They could choose between more, keep as is or less.

During a 10 day period 15% of users in the test group took an active choice, and adjusted the amount of Oslo content. The front page CTR for the control group was 12%.

 

Results:

- The front page CTR for users that live outside Oslo and choose less Oslo content went up to 18.75% = 56% uplift.

- The front page CTR for users that live in Oslo and choose keep as is went up to 18.62% = 55% uplift. 

- The front page CTR for users that live in Oslo and choose more Oslo went up to 14,87% = 24% uplift.

  

Key learnings:

- Users are willing to take active personalization choices when it solves a clear problem for them.

- While users' location often correlated with content preferences, it wasn't absolute—both inside and outside Oslo, choices varied. Automatic front page matching by geolocation wouldn't have fully solved this issue. 

- Actively personalizing the main front page works—users are clearly more engaged.

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory