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How to grow 50% in
digital subscriptions
SGKM 2019 — St.Gallen, April 4th
2019
Marc Isler, tamedia
Jürg Stuker, Namics
E-Business. Namics.
SGKM 2019 — How to grow 50% in digital subscriptions
Today we are not speaking about...
Smart
Speaker
Blockchain Augmented
Reality
Virtual
Reality
2
E-Business. Namics.
3
Creation of real user value1.
Business centered design2.
Simplification of the sales-channel3.
Learnings & Discussion4.
...but about real levers of subscription growth
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
4
But some common sense first
• We are all consumers. Why do we have a tendency to ignore this in
our daily business context?
• Innovation is an exciting word... but most of the time it’s just about
doing the homework
• Avoiding risk is much too risky in a fast changing environment
• Simply belief the numbers...
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
1. Creation of real user value
5
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
It’s content that turns users into customers
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
6
Over 3’000 new users per day convert because of our content
Investigative
Revelation
Practical
Service
Info
Personal
Fate
Regional
Sports
Anxiety
Social
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
7
To nurture engagement we are (re-)using our “abo+” articles
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
8
CASUAL
READERS
new visitors
1x month, 2:08
Min, reading 2.3
articles. < 40 years
old.
Challenge - or huge potential? Only 3% of our visitors are
subscribers, 60% are just visiting once per month
9
Source: Google Analytics, Newsnet & ZRZ titles
LOYAL READERS
returning visitors
4x per month,
3:41 Min, reading
3 articles. More
App
BRAND LOVERS
frequent visitors
Daily, 4:53 Min,
reading 3 articles
> 45 years old.
SUBSCRIBERS
digital subscribers
Every 2nd day,
6:26 Min, reading
4 articles. More
tablet
%Visitors
60% 34% 3% 3%
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
New subscription types lead to growth in new segments
Day Pass for “casual readers”
CHF 2.- to get access for 24 hours
In-App subscription
for “loyal readers”
CHF 9.- / Month In-App Purchase
Automatic renewal
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
10
+43% subscription growth; plus 100’000 daypasses sold
55.813
49.245
Dez.-17 Jan May
64.051
MarcFeb JulyApr Jun
62.245
Aug Sep Oct Nov Dec
50.930
60.749
52.594
70.513
55.843 57.366 58.150 59.759
65.280
+43%
Mobile Abo DigitalDigital Light Weekend 12 App
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
11
2. Business centered design
12
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
13
Design is far too
important to be left
to designers
⎯ Raymond Loewy, Industrial Designer
” E-Business. Namics.
13
Step 1: Embrace the change
SGKM 2019 — How to grow 50% in digital subscriptions
14
E-Business. Namics.
CLIENTS
PRODUCTS &
SERVICES
COMPANY
Digitalization changes Clients
expectations, requirements, needs and
their behavior.
In reaction Products & Services and
business models and have to be adapted or
newly invented.
A the core of the Company processes,
organizational structure and culture has to
change.
Step 2: From insights (only) to action
SGKM 2019 — How to grow 50% in digital subscriptions
15
E-Business. Namics.
Understand internal
processes and
internal customer
segmentation.
Deep dive into
customer
perspective,
understand
customer journey
and customer pain
points.
Scale up and
validate hypotheses
with a
representative
sample.
ONBOARDING
QUALITATIVE
INTERVIEWS
QUANTITATIVE
INTERVIEWS
DATA
ANALYSIS
PERSONAS &
CUSTOMER
JOURNEYS
Reduce complexity
by clustering
customers into
segments.
Characterize customer
segments.
Inside-Out
Outside-In
...
Step 3: Act on numbers
SGKM 2019 — How to grow 50% in digital subscriptions
16
E-Business. Namics.
Key performance indicators
% mail form abandonment
# interaction with (specific) mail action
# contact score = search subscription + detail view > 1 # calls interaction
simple contact form interaction
attractive product listing
extensive offering
Goals
Success factors
Activitiescontact form
create search subscription
floor plan
phone call
watchlist
personalized offers
User
engagement
contact
requests
# successfully transmitted
mail forms
App
installations
Step 4: Test, learn & adapt
SGKM 2019 — How to grow 50% in digital subscriptions
17
E-Business. Namics.
3. CHECK
4. ACT
1. PLAN
2. DO
https://en.wikipedia.org/wiki/PDCA, based on Walter A. Shewart (1939)
3. Simplification of the sales-channel
18
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
Where is spending money a positive experience?
SGKM 2019 — How to grow 50% in digital subscriptions
19
E-Business. Namics.
Checkout tagesanzeiger.ch 2018 (1/3)
SGKM 2019 — How to grow 50% in digital subscriptions
20
E-Business. Namics.
Checkout tagesanzeiger.ch 2018 (2/3)
SGKM 2019 — How to grow 50% in digital subscriptions
21
E-Business. Namics.
Checkout tagesanzeiger.ch 2018 (3/3)
SGKM 2019 — How to grow 50% in digital subscriptions
22
E-Business. Namics.
Checkout tagesanzeiger.ch 2018
Registration Name + Address Payment Option Overview +
Voucher
-65.66% -28.65% -10.49%
SGKM 2019 — How to grow 50% in digital subscriptions
23
E-Business. Namics.
Checkout tagesanzeiger 2019: Only eMail, no further details
SGKM 2019 — How to grow 50% in digital subscriptions
24
E-Business. Namics.
14% 28%
Conversion rate doubled thanks to new checkout
Old Checkout New Checkout
But, it’s only step one in our journey...
SGKM 2019 — How to grow 50% in digital subscriptions
25
E-Business. Namics.
4. Learnings & Discussion
26
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
27
Make use of content to sell subscriptions. Test, learn & adapt.
Simplify your buying experience. There are no IT/legal/etc limitations.
Clarify responsibilities. Who drives the full digital experience?
Learnings
SGKM 2019 — How to grow 50% in digital subscriptions
E-Business. Namics.
Use your products and services yourself as an ordinary customer
Marc Isler, tamedia
Chief Revenue Officer, Digital Paid Media
marc.isler@tamedia.ch
Jürg Stuker, Namics
Senior Principal Consultant
juerg.stuker@namics.com
SGKM 2019 — St.Gallen, April 4th
2019
E-Business. Namics.
Montag
Map
E-Business. Namics.
Dienstag
Sketch
E-Business. Namics.
Mittwoch
Decide
E-Business. Namics.
Donnerstag
Prototype
E-Business. Namics.
Freitag
Test
E-Business. Namics.

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How to grow 50% in digital subscriptions

  • 1. How to grow 50% in digital subscriptions SGKM 2019 — St.Gallen, April 4th 2019 Marc Isler, tamedia Jürg Stuker, Namics E-Business. Namics.
  • 2. SGKM 2019 — How to grow 50% in digital subscriptions Today we are not speaking about... Smart Speaker Blockchain Augmented Reality Virtual Reality 2 E-Business. Namics.
  • 3. 3 Creation of real user value1. Business centered design2. Simplification of the sales-channel3. Learnings & Discussion4. ...but about real levers of subscription growth SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  • 4. 4 But some common sense first • We are all consumers. Why do we have a tendency to ignore this in our daily business context? • Innovation is an exciting word... but most of the time it’s just about doing the homework • Avoiding risk is much too risky in a fast changing environment • Simply belief the numbers... SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  • 5. 1. Creation of real user value 5 SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  • 6. It’s content that turns users into customers SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 6
  • 7. Over 3’000 new users per day convert because of our content Investigative Revelation Practical Service Info Personal Fate Regional Sports Anxiety Social SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 7
  • 8. To nurture engagement we are (re-)using our “abo+” articles SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 8
  • 9. CASUAL READERS new visitors 1x month, 2:08 Min, reading 2.3 articles. < 40 years old. Challenge - or huge potential? Only 3% of our visitors are subscribers, 60% are just visiting once per month 9 Source: Google Analytics, Newsnet & ZRZ titles LOYAL READERS returning visitors 4x per month, 3:41 Min, reading 3 articles. More App BRAND LOVERS frequent visitors Daily, 4:53 Min, reading 3 articles > 45 years old. SUBSCRIBERS digital subscribers Every 2nd day, 6:26 Min, reading 4 articles. More tablet %Visitors 60% 34% 3% 3% SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  • 10. New subscription types lead to growth in new segments Day Pass for “casual readers” CHF 2.- to get access for 24 hours In-App subscription for “loyal readers” CHF 9.- / Month In-App Purchase Automatic renewal SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 10
  • 11. +43% subscription growth; plus 100’000 daypasses sold 55.813 49.245 Dez.-17 Jan May 64.051 MarcFeb JulyApr Jun 62.245 Aug Sep Oct Nov Dec 50.930 60.749 52.594 70.513 55.843 57.366 58.150 59.759 65.280 +43% Mobile Abo DigitalDigital Light Weekend 12 App SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. 11
  • 12. 2. Business centered design 12 SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  • 13. 13 Design is far too important to be left to designers ⎯ Raymond Loewy, Industrial Designer ” E-Business. Namics. 13
  • 14. Step 1: Embrace the change SGKM 2019 — How to grow 50% in digital subscriptions 14 E-Business. Namics. CLIENTS PRODUCTS & SERVICES COMPANY Digitalization changes Clients expectations, requirements, needs and their behavior. In reaction Products & Services and business models and have to be adapted or newly invented. A the core of the Company processes, organizational structure and culture has to change.
  • 15. Step 2: From insights (only) to action SGKM 2019 — How to grow 50% in digital subscriptions 15 E-Business. Namics. Understand internal processes and internal customer segmentation. Deep dive into customer perspective, understand customer journey and customer pain points. Scale up and validate hypotheses with a representative sample. ONBOARDING QUALITATIVE INTERVIEWS QUANTITATIVE INTERVIEWS DATA ANALYSIS PERSONAS & CUSTOMER JOURNEYS Reduce complexity by clustering customers into segments. Characterize customer segments. Inside-Out Outside-In ...
  • 16. Step 3: Act on numbers SGKM 2019 — How to grow 50% in digital subscriptions 16 E-Business. Namics. Key performance indicators % mail form abandonment # interaction with (specific) mail action # contact score = search subscription + detail view > 1 # calls interaction simple contact form interaction attractive product listing extensive offering Goals Success factors Activitiescontact form create search subscription floor plan phone call watchlist personalized offers User engagement contact requests # successfully transmitted mail forms App installations
  • 17. Step 4: Test, learn & adapt SGKM 2019 — How to grow 50% in digital subscriptions 17 E-Business. Namics. 3. CHECK 4. ACT 1. PLAN 2. DO https://en.wikipedia.org/wiki/PDCA, based on Walter A. Shewart (1939)
  • 18. 3. Simplification of the sales-channel 18 SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  • 19. Where is spending money a positive experience? SGKM 2019 — How to grow 50% in digital subscriptions 19 E-Business. Namics.
  • 20. Checkout tagesanzeiger.ch 2018 (1/3) SGKM 2019 — How to grow 50% in digital subscriptions 20 E-Business. Namics.
  • 21. Checkout tagesanzeiger.ch 2018 (2/3) SGKM 2019 — How to grow 50% in digital subscriptions 21 E-Business. Namics.
  • 22. Checkout tagesanzeiger.ch 2018 (3/3) SGKM 2019 — How to grow 50% in digital subscriptions 22 E-Business. Namics.
  • 23. Checkout tagesanzeiger.ch 2018 Registration Name + Address Payment Option Overview + Voucher -65.66% -28.65% -10.49% SGKM 2019 — How to grow 50% in digital subscriptions 23 E-Business. Namics.
  • 24. Checkout tagesanzeiger 2019: Only eMail, no further details SGKM 2019 — How to grow 50% in digital subscriptions 24 E-Business. Namics.
  • 25. 14% 28% Conversion rate doubled thanks to new checkout Old Checkout New Checkout But, it’s only step one in our journey... SGKM 2019 — How to grow 50% in digital subscriptions 25 E-Business. Namics.
  • 26. 4. Learnings & Discussion 26 SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics.
  • 27. 27 Make use of content to sell subscriptions. Test, learn & adapt. Simplify your buying experience. There are no IT/legal/etc limitations. Clarify responsibilities. Who drives the full digital experience? Learnings SGKM 2019 — How to grow 50% in digital subscriptions E-Business. Namics. Use your products and services yourself as an ordinary customer
  • 28. Marc Isler, tamedia Chief Revenue Officer, Digital Paid Media marc.isler@tamedia.ch Jürg Stuker, Namics Senior Principal Consultant juerg.stuker@namics.com SGKM 2019 — St.Gallen, April 4th 2019 E-Business. Namics.