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Saving Push: 5 Mobile
Onboarding & UX Lessons
from SmartNews
Wednesday, April 11, 2018
How can Adjust help me?
Track installs, engagement, ROI, LTV and ad spend
Determine your best performing marketing channel...
What is Smartnews?
Machine learning-driven,
algorithmic curation of
news
Deep engagement driven by
focus on diversity &
“d...
&
*
ANALYTICS + DATA VIZ
AUTOMATION, PUSH &
A/B TESTING
MONETIZATION
ASO
ATTRIBUTION & GROWTH
ACC.
SmartNews growth stack ...
Push Notifications: Improving
Onboarding & UX
I) Why Push Matters: Business
Impact for SmartNews
Why are push notifications mission critical?
Relationship between DAU and % of Push Opens KPIs
Why are push notifications important?
“I like the breaking news push
notifications - usually important info, not
over done...
II) Our Push Notification Journey…
Or How Machine-Learning isn’t
everything.
Our push notification journey...
Our evolution of push: how human curation became part of the experience
Established a team around push operating
prioritie...
How do we manage push notifications today?
US Content Operations team today
● Qualifications
○ Not (necessarily) editors b...
Core user XP: machine-learning is still mission critical
How it works in a very simplified version
● Algorithm uses extern...
Best performing push notifications content!
“Every Public School in West
Virginia is Closed”
“Kushner, Russia Bombshells
R...
Personalized push: new & coming soon
App (today) Push (coming soon)
III) The Battle for opt-in
Industry knowledge: “Push Priming is the way to go”
Push Priming: We tried, hard, but it failed to make an impact...
From Push Priming to “Push Redemption”
Push Opt-In Onboarding Experiments Best Creative
Moving past push: a renewed focus on onboarding & discovery.
Q&A time!
Saving Push: 5 Mobile Onboarding Lessons from SmartNews
Saving Push: 5 Mobile Onboarding Lessons from SmartNews
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Saving Push: 5 Mobile Onboarding Lessons from SmartNews

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Adjust and Leanplum walk you through an in-depth analysis of how SmartNews, the information distribution mobile app with over 25 million users worldwide, optimizes its push notification strategy through metric analysis. Get a better understanding of why machine learning can't solve everything and why push priming may not necessarily be the right choice for your app.

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Saving Push: 5 Mobile Onboarding Lessons from SmartNews

  1. 1. Saving Push: 5 Mobile Onboarding & UX Lessons from SmartNews Wednesday, April 11, 2018
  2. 2. How can Adjust help me? Track installs, engagement, ROI, LTV and ad spend Determine your best performing marketing channels Integrate with 1000+ advertising partners
  3. 3. What is Smartnews? Machine learning-driven, algorithmic curation of news Deep engagement driven by focus on diversity & “discovery” Tabbed browsing interface is easy-to-use Efficient and fast for reading on-the-go Publishers have direct traffic or hosted options for their stories Traffic derived from aggregate tabs and publisher’s own channel Publishers keep their in-article advertising revenue.* *A revenue share model is popular in Japan
  4. 4. & * ANALYTICS + DATA VIZ AUTOMATION, PUSH & A/B TESTING MONETIZATION ASO ATTRIBUTION & GROWTH ACC. SmartNews growth stack overview
  5. 5. Push Notifications: Improving Onboarding & UX
  6. 6. I) Why Push Matters: Business Impact for SmartNews
  7. 7. Why are push notifications mission critical? Relationship between DAU and % of Push Opens KPIs
  8. 8. Why are push notifications important? “I like the breaking news push notifications - usually important info, not over done” “I actually look forward to my push notifications, WAY better than other apps” “..and the news in push notifications was very good and always make me open the app!” “...the push notification support is phenomenal in terms of keeping you updated.!” “The breaking push notification are the best part of this app…” “...and love the diversity of news stories in the push notifications.”
  9. 9. II) Our Push Notification Journey… Or How Machine-Learning isn’t everything.
  10. 10. Our push notification journey...
  11. 11. Our evolution of push: how human curation became part of the experience Established a team around push operating priorities ● “Managed” regular push notifications ● Breaking news notifications ● Staffed and grew “Content Operations” team of 5 people from late 2014 to late 2016
  12. 12. How do we manage push notifications today? US Content Operations team today ● Qualifications ○ Not (necessarily) editors but “newsies” = love news ○ Metrics-driven and production minded, ● Headcount: 2 FTE headcount + 1 “perma-lancer” ● Duties ○ Overall quality assurance + push management ○ Reporting on partner PVs Push Push
  13. 13. Core user XP: machine-learning is still mission critical How it works in a very simplified version ● Algorithm uses external signals on social media combined with in-app reader activity to identify each push candidate. ● Algorithm can be guided by or “lightly curated” by team members when needed. ● Managed across time-zones scheduled with lock-in time ● Team must watch the news cycle and avoid clickbait & sensationalism. ● Can help surface “hidden gems” the algorithm finds.
  14. 14. Best performing push notifications content! “Every Public School in West Virginia is Closed” “Kushner, Russia Bombshells Rock the White House” “Federal Reserve Raises Interest Rates to Highest in Decade” “Pictures From Space RevealHUGE Colony of Animals No One Knew About” “3 Injured in Huffman High School Shooting” “Stormy Daniels Passed Polygraph Test on Sex With Trump” “Self-help guru ran sex slave cult, FBI says” “The NYC subway has reportedlybeen using employee break roomsto store dead bodies” 'Really extreme' global weather event leaves scientists aghast
  15. 15. Personalized push: new & coming soon App (today) Push (coming soon)
  16. 16. III) The Battle for opt-in
  17. 17. Industry knowledge: “Push Priming is the way to go”
  18. 18. Push Priming: We tried, hard, but it failed to make an impact...
  19. 19. From Push Priming to “Push Redemption” Push Opt-In Onboarding Experiments Best Creative
  20. 20. Moving past push: a renewed focus on onboarding & discovery.
  21. 21. Q&A time!

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