FT App: Subscriber Retention Strategy

Key Takeaways from the Financial Times’ App Strategy

This article details how the Financial⁤ Times (FT) is leveraging its app to ⁤drive subscriber retention and engagement.Here’s ‍a breakdown of the ‍key points:

1. Understanding User Behavior is Crucial:

* Mobile vs. Desktop: Mobile usage peaks during commute times (6-7am & 8-9am) and evenings⁣ (7-8pm), while desktop dominates work hours.
* Impact on Strategy: This⁤ understanding informs⁣ content delivery, notification timing, and app journey design.
* ‍ Core Beliefs: “Web is a vehicle for getting users‍ subscribed. App is a vehicle to engage and retain.”

2. App Users are More Valuable:

* Lower Churn: App users are 37% less likely to cancel their subscriptions.
* Superior Experience: The app is faster and more immersive ⁢than⁤ the web version.

3. Three Key Strategies for App Retention:

* Encourage & Enable Early Adoption:

⁤ * ⁢ Focus: Deliver value quickly and clearly.
* Tactics: Easy-to-skim content, a clear value proposition, and a ⁣welcome screen explaining app features ⁢(which has increased conversion).
* Build ⁤Habit wiht Push Notifications & Personalisation:

⁢ * Focus: Keep users coming back by delivering relevant content.
* Tactics: Personalized push⁢ notifications based on reading⁣ habits and interests (gathered through an ⁤onboarding flow asking for topic preferences). also, encouraging social ⁣media follows⁢ (social followers are 3.7x more engaged).
* Deepen Engagement with Mobile-Pleasant Content:

‍ * Focus: Provide diverse content formats suited for mobile⁢ consumption.
* Tactics: Audio articles (subscribers listen⁤ to ~4.5 articles/day via audio vs.2-3 reading), podcasts, offline reading, live briefings, article cues, saved reading, and curated lists.

In ⁣essence, the FT is prioritizing the app as the core of its subscriber relationship, focusing on personalization, convenience, ⁣and diverse content formats to foster daily habits and reduce churn.