How Aftenposten Created an Engaging and Customer-Centric Onboarding Experience Across Product and 1:1 Channels with Promising Results
2024 Finalist

How Aftenposten Created an Engaging and Customer-Centric Onboarding Experience Across Product and 1:1 Channels with Promising Results

Aftenposten

Oslo, Norway

Category Digital Subscriptions

Media associated with this campaign

Overview of this campaign

Our main goal was to address the challenges linked to high churn rates among trial subscribers.The team mainly focused on initiatives and strategies that educate new subscribers on the benefits of a subscription.

Success metrics:

  • Onboarding in product engagement and completion
  • Digital activity on aftenposten.no during the trial period 
  • App downloads and usage
  • Subscription sharing
  • Renewal rates

 

 

 
 

Results for this campaign

The two completely different approaches were tested: First Step Guide (FSG) and Active Personalization in onboarding.

Active personalisation onboarding resulted in a 25% higher completion rate (21% vs 16%).

The sample sizes for both groups have now reached almost 20,000, and the observed differences are statistically significant. However we saw that the app usage (which is important for the renewal rates) was significantly higher among the group with FSG (30% vs 18%). There was no significant difference among the groups  in the share of subscription sharing and digital activity. The first renewal rate is 7% higher for the group with the FSG onboarding ( 38,5% vs 35,7%).  

Based on these results, we recommend combining the FSG onboarding with active personalization, leveraging the strengths of both. FSG exhibited higher app usage and a 7% boost in renewal rates, while active personalization increased completion rates by 25%. This hybrid approach aims to leverage the engagement strengths of FSG and the inclusivity of active personalization for a more effective onboarding experience. In 2024, we plan to iterate on a new onboarding flow integrating lessons from both methods, considering their impact on feature adoption, usage, and renewal rates. Additionally, we aim to optimize marketing automation by incorporating insights from active personalization for targeted engagement throughout the subscriber lifetime, aiming for a seamless experience beyond the initial 30 days.

 

 

 


Contact

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