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Maximizing The Moment of Purchase for New Subscriber Onboarding
2024 Finalist

Maximizing The Moment of Purchase for New Subscriber Onboarding

The Wall Street Journal

New York, United States

Category Digital Subscriptions

Media associated with this campaign

Overview of this campaign

Across Dow Jones titles, we have seen the importance of the moment of purchase itself to properly onboard new subscribers and set them up for in-life engagement. We have crafted this journey into what we call the "post-purchase onboarding flow". The series of cards a new user sees immediately after purchase drives over 80% of app downloads and newsletter sign ups amongst subscribers. 

The objective of the post-purchase onboarding flow is to drive subscribers to activate various components of their subscription, and to build downstream engagement habits with our journalism. App downloads and newsletter sign-ups have been identified as actions associated with higher retention levels, thus making them two areas of higher focus for subscriber onboarding. Tests conducted in the last year were in effort to optimize the rate of app and newsletter adoption amongst new subscribers.

To best leverage this channel, we have re-organized our workflows to allow for higher velocity iterative testing. The current version of the flow now delivers significantly more app downloads and newsletter sign-ups year over year.

Results for this campaign

One such iterative experiment in the post-purchase onboarding flow this year was on the app download card. New subscribers who download the app in their first 2 months retain 28% better than the baseline by month 12, so driving app downloads is a key focus of our onboarding program.

Most new subscribers visit the post-purchase onboarding flow on desktop, however, to download the app we need to encourage them to take an action on their phone. To bridge this gap we had originally created an automated texting campaign where users can enter their phone number to receive a text with the download link. We saw skepticism from subscribers who did not want to share their phone number and we also were not able to properly serve our growing international audience. 

Inspired by the success we saw from including QR codes in the print newspaper, we decided to test adding a QR code to the app download card. We tested this new design against the current card functionality and saw a 181% increase in app downloads. 

This type of experiment will be made possible in even quicker turnaround times thanks to the iterative workflow. 


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