Understanding why audiences do not buy your product is as important than understanding why they do.

“What we do is we try and build capability in organisations in order to deliver outstanding customer experience online,” explained Christopher Bones chairman and co-founder of Good Growth, at the INMA Media Subscriptions Summit in Stockholm. This experience takes the customer from marketing all the way through the journey to retention.

Good Growth works with large media brands such as the Financial Times and The Economist, particularly in the United Kingdom where the company is based. The aim is to get these brands to understand their customer market.

“Particularly, why customers do not buy,” Bones said. “And then build smart, agile testing strategies that work out what the best idea is that will respond to that failure to buy, to improve growth.”