Engage Monthly Free Trialist
Goals:
To increase engagement and commitment in the first month of the free trial
Convert free trialist to a paid subscriber
Provide free trialist a more engaging onboarding experience
Outcome:
In the first week of the A/B test there has been an 8% increase in the customers completing the onboarding journey and 13% increase on free trialists engaging with podcasts.
Live A/B test first month of launch showed increase renewals to 32000
Improve core subscriber onboarding for MFT cohort
Below shows the onboarding for all subscribers. The task is to find a way to individualise onboarding for monthly free trialists.
Monthly free trialist types identified
Type 1: Cold. Low rate converters
Subscribers who come through the onboarding, who are unfamiliar with our brand and features.
Type 2: Warm. High rate converters
Subscribers who come through the onboarding who are
familiar with the brand and have an understanding of Economist products and features.
Research
Quantitive
Collecting statistical data from previous research and insights gave me an idea of where we can focus to increase engagement.
Qualitative
Set up and plan user testing the current journey to understand why we had low engagement.
Benchmarking
Insights
Collecting insights from a range of companies from different sectors allows me to identify any gaps or common patterns.
My findings are always played back to the stakeholders and teams involved
Ideation Workshop
Outcome
Planned and hosted an ideation workshop to tease out ideas which we could explore to increase MFT users to engage and complete the onboarding journey.
Fifteen participant took part generating over 40 concepts and features.
After voting we narrowed down the top 4 features to enhance the onboarding for monthly free trialists.
Customer Journey
MFT onboarding flow
After a round of user testing different flows and content, my final design proposal included an addition step in the journey.
A low friction step allowing the subscriber to explore The Economist content of their choice.
Handover spec files
Once approved by the business and engineering, spec files are made ready for build.
Spec files include annotations on:
- Behaviour
- CTA statuses
- Breakpoint views
- Spacing
- Support
Monthly Free Trialist
This prototype demonstrates the free trialist onboarding journey.
Increasing onboarding, the final solution offers the customer a tailored view of the products and their benefits.
