{"id":98384,"date":"2022-03-30T08:56:56","date_gmt":"2022-03-30T15:56:56","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=98384"},"modified":"2024-06-26T13:18:52","modified_gmt":"2024-06-26T20:18:52","slug":"the-telegraph","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/the-telegraph\/","title":{"rendered":"How The Telegraph Improved Stakeholder Buy-In With Data-Backed Practices"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.telegraph.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Telegraph<\/a> has distributed authoritative news for over 160 years. They were the <a href=\"https:\/\/corporate.telegraph.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">first newspaper in Britain<\/a> to produce an online website (the \u201cElectronic Telegraph\u201d), and, in 2017, they became the top quality UK news brand with over 25 million unique visitors.&nbsp; Today, they\u2019re an award-winning multimedia outlet&nbsp; brand with 1,200+ employees managing print and online editorials on sports, business, finance, travel, and more.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"838\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-313-1024x838.png\" alt=\"the telegraph homepage screenshot\" class=\"wp-image-98387\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-313-1024x838.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-313-300x246.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-313-768x629.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-313-1536x1258.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-313-610x499.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-313-600x491.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-313.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>The Telegraph&#8217;s homepage<\/em><\/figcaption><\/figure>\n\n\n\n<p>With a large reader base, and ambitious acquisition growth plans, David Humber, Telegraph\u2019s Head of Conversion, has no small task. A large part of his role involves converting anonymous visitors into engaged readers \u2014 and then subscription trialists. All within an era where studies indicate the UK\u2019s <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2022-01\/2022%20Edelman%20Trust%20Barometer%20FINAL_Jan25.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">trust in media is declining<\/a> year-over-year.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Yet, David is:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Drawing meaningful analyses out of large quantities of data<\/li>\n\n\n\n<li>Testing and implementing design changes in days, not weeks<\/li>\n\n\n\n<li>Recommending high-stakes tests with confidence and<\/li>\n\n\n\n<li>Boosting subscriptions toward an ambitious company goal<\/li>\n<\/ul>\n\n\n\n<p>Here&#8217;s how we&#8217;ve helped David and his team set new benchmarks for subscriber growth, despite being in one of the most challenging markets in recent history.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-chasing-a-north-star-metric\">Chasing a North Star Metric<\/h2>\n\n\n\n<p>The Telegraph has an ambitious goal to increase readership. \u201cWe have a set business goal to deliver a million subscribers by next year,\u201d David said, \u201cand the whole business is focused on that.\u201d To hit this north star metric, David and his team&nbsp;need to take inbound traffic on The Telegraph\u2019s site and convert more of those visitors to subscribers.&nbsp;<\/p>\n\n\n\n<p>This conversion is simple in concept but complex in execution. Here are some notable challenges The Telegraph team faces:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Varied audiences mean no one-size-fits-all solution<\/strong>. The Telegraph draws a large UK and US reader base, plus audiences throughout the rest of the world. Readers are as varied in intent as they are in geography, too. \u201cIf someone comes through [search engine results], we know those users are probably going to be much cooler because they\u2019ve seen a link somewhere,\u201d David explained, \u201cThey might not even know who the Telegraph is.\u201d Those \u201ccool\u201d readers may simply want access to a piece of content, compared to readers from social media, who are \u201cwarmed up\u201d with brand context and may crave more engagement.&nbsp;<\/li>\n\n\n\n<li><strong>Testing on a live site is expensive.<\/strong> Every live A\/B test involves identifying a hypothesis, designing variants, coding the test, getting stakeholder signoff (on multiple levels), and more. These inputs mean each test risks time, resources, and revenue. So, running the wrong tests can incur extraordinary sunk costs.&nbsp;<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cRunning a live test is no simple thing.\u201d <\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Test result interpretation. <\/strong>The Telegraph consists of clever experts in cross-functional teams. It is rich in data but felt a gap in interpretation\u2014 how to question and formulate tests in order to tell a story in the results from all the rich data they collected.<\/li>\n<\/ul>\n\n\n\n<p>To address these challenges, David could either hire new team members, invest heavily in professional development, or engage an external expert who already had deep expertise in digital experience optimization.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><strong>\u201cI wanted to bring some additional eyes in quickly to help us scale up and determine what is best from a reader perspective.\u201d<\/strong><\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-finding-a-partner-who-melds-with-the-team-nbsp\">Finding a partner who melds with the team&nbsp;<\/h2>\n\n\n\n<p>Initially there were reservations. What if we came in, started the conversation, then disappeared for weeks before delivering something that wasn\u2019t workable? Or, just as frustrating, what if we stomped all over the hard work The Telegraph was doing? David\u2019s team didn\u2019t want to sign up for a consultants vs. internal teams tug-of-war \u2014 they wanted an embedded partner.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cThe Good came in as a partner and basically joined the team. They added value to what was already here in terms of staff expertise.\u201d <\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<p>Right away, Natalie Thomas, our Director of Strategy, alleviated those concerns. \u201cThey\u2019re fully integrated into the team, and we\u2019re all working on it together,\u201d David affirms. \u201cWe\u2019ve got teams from different areas of the business, and Natalie\u2019s team actually became part of that.\u201d By meeting with David\u2019s team on the front end <em>and<\/em> maintaining frequent touchpoints throughout each project, our team kept a pulse on The Telegraph\u2019s goals and priorities. This perspective helped us make data-based recommendations within The Telegraph\u2019s business model.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-improving-the-paywall-experience-and-subscriber-quality\">Improving the paywall experience and subscriber quality<\/h2>\n\n\n\n<p>The first stop in The Telegraph + The Good\u2019s partnership was improving The Telegraph\u2019s paywall-ed experience (showing a \u201csubscribe to read\u201d cta on an article).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"495\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-314-1024x495.png\" alt=\"The Telegraph free trial unlock prompt\" class=\"wp-image-98390\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-314-1024x495.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-314-300x145.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-314-768x372.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-314-1536x743.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-314-610x295.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-314-600x290.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-314.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em><em>The Telegraph&#8217;s free trial checkout experience as of March 2022<\/em><\/em><\/figcaption><\/figure>\n\n\n\n<p>In particular, The Telegraph wanted to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Simplify their governance of paywalls: <\/strong>The Telegraph\u2019s various overlays were complex to manage.&nbsp;<\/li>\n\n\n\n<li><strong>Improve user experience for readers<\/strong>: The user\u2019s paywall <a href=\"https:\/\/thegood.com\/insights\/customer-journey-mapping-vs-cro-audits\/\" target=\"_blank\" rel=\"noreferrer noopener\">journey wasn\u2019t optimized<\/a> by context (referral channel or number of visits) and could feel disjointed. \u201cThe user actually had to work quite hard to find all the information they needed,\u201d David explained. For example, site visitors would sometimes see seemingly competing offers on the same screen.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>At first glance, this project seems like a major conflict of interest. A user doesn\u2019t want to land on The Telegraph\u2019s site and get slammed with paywalls. But, The Telegraph needs paywalls to drive signup volume. How can user experience and business goals possibly coexist here?<\/p>\n\n\n\n<p>Yet, over a decade of testing and experience with ecommerce brands has shown us something surprising. These goals can do more than coexist; they can work hand-in-hand. The trick is focusing on the user\u2019s experience.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-diagnosing-visitor-pain-points-amp-improving-user-experience\">Diagnosing visitor pain points &amp; improving user experience<\/h3>\n\n\n\n<p>Conversions and user experience have a one-way relationship. If you focus on improving experience, conversions follow. So do other metrics like customer satisfaction, retention, and referrals. (But the opposite \u2014 focusing on conversions to drive experience \u2014 doesn\u2019t work. Hence, a one-way relationship.)&nbsp;<\/p>\n\n\n\n<p>So, the first step in improving The Telegraph\u2019s paywall experience was diagnosing visitors\u2019 pain points. Senior Strategist, Maggie Paveza, kicked off a <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Audit\u2122<\/a> by reviewing quantitative data available through The Telegraph\u2019s internal dashboards and reporting systems.&nbsp;<\/p>\n\n\n\n<p>Initial findings included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Behavioral differences on desktop vs. mobile<\/li>\n\n\n\n<li>Conversion rate differences on old vs. new site content<\/li>\n\n\n\n<li>Content preferences for registered vs. anonymous visitors&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Strategists also reviewed the visitors\u2019 qualitative experiences using user testing, session recordings, heatmaps, heuristic analysis, and over-the-shoulder research. <\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"512\" height=\"265\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-315.png\" alt=\"User testing screenshot\" class=\"wp-image-98391\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-315.png 512w, https:\/\/thegood.com\/wp-content\/uploads\/image-315-300x155.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\"><em>An example of our UserTesting in progress for The Telegraph<\/em><\/figcaption><\/figure>\n\n\n\n<p>They also compiled an in-depth competitive analysis and drew on our firm\u2019s decade-plus experience to identify and prioritize critical improvements.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cIf you\u2019re purely looking at statistical data, in terms of website visits, etc., without interpretation\u2026the numbers might tell you something that could lead you down the wrong road.\u201d <\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<p>Our strategists summarized these improvements in a <a href=\"https:\/\/thegood.com\/insights\/theme-based-roadmap\/\">roadmap<\/a> \u2014 a visual depiction of where visitors were getting lost or frustrated in their journey with The Telegraph, combined with our recommended approach to fixing each one. Suggestions included messaging, layout, paywall placement, timing, and other paywall journey improvements leading to the subscribe button.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cThe decisions are made based on science, rather than it just being a gut-feel.\u201d <\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-making-data-backed-changes-in-days-not-weeks\">Making data-backed changes in days, not weeks<\/h3>\n\n\n\n<p>Once we had the research plan and were armed with a strategic roadmap, it was on to the next phase of the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Program\u2122<\/a>. We took hypothesized improvements and tested them with The Telegraph&#8217;s ideal audience to confirm they would move the needle before investing in implementation.<\/p>\n\n\n\n<p>And it happened fast. Through a process called <a href=\"https:\/\/www.driveandconvert.com\/47\" target=\"_blank\" rel=\"noreferrer noopener\">rapid testing<\/a>, we worked with The Telegraph to design, test, and decide on the first phase of implementations <em>in a matter of days<\/em>.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cYou do less spinning of the wheels because you\u2019re having somebody come in that\u2019s got this additional expertise as their bread and butter.\u201d<\/strong> <\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container cta-button ugb-e894df8 ugb-container--v2 ugb-container--design-image2 ugb-container--collapse-on-mobile ugb-main-block\"><style>.ugb-e894df8-wrapper.ugb-container__wrapper{padding-top:0 !important;padding-bottom:0 !important;background-color:#000000 !important}.ugb-e894df8-wrapper > .ugb-container__side{padding-top:35px !important;padding-bottom:35px !important}.ugb-e894df8-wrapper.ugb-container__wrapper:before{background-color:#000000 !important}.ugb-e894df8-content-wrapper > h1,.ugb-e894df8-content-wrapper > h2,.ugb-e894df8-content-wrapper > h3,.ugb-e894df8-content-wrapper > h4,.ugb-e894df8-content-wrapper > h5,.ugb-e894df8-content-wrapper > h6{color:#ffffff}.ugb-e894df8-content-wrapper > p,.ugb-e894df8-content-wrapper > ol li,.ugb-e894df8-content-wrapper > ul li{color:#ffffff}.ugb-e894df8-wrapper > .ugb-container__image{background-image:url(https:\/\/thegood.com\/wp-content\/uploads\/Example-Images.png);width:40% !important}@media screen and (min-width:768px){.ugb-e894df8.ugb-container{margin-bottom:35px !important}}@media screen and (max-width:768px){.ugb-e894df8-wrapper > .ugb-container__image{height:300px !important}}.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > *{justify-content:center !important}@media screen and (min-width:768px){.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > .ugb-container__wrapper > .ugb-container__side{padding-top:8% !important;padding-bottom:8% !important;padding-right:8% !important;padding-left:8% !important}}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-e894df8-wrapper\"><div class=\"ugb-container__image\"><\/div><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-e894df8-content-wrapper\">\n<h5 class=\"wp-block-heading\" id=\"h-find-out-what-stands-between-your-company-and-digital-excellence-with-a-custom-5-factors-scorecard\"><span style=\"color: #ffffff;\" class=\"ugb-highlight\">Find out what stands between your company and digital excellence with a custom 5-Factors Scorecard\u2122<\/span>.<\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-main-blue-background-color has-text-color has-background no-border-radius wp-element-button\" href=\"https:\/\/thegood.com\/5factors\/\" target=\"_blank\" rel=\"noreferrer noopener\">GET YOUR SCORECARD<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><a href=\"https:\/\/thegood.com\/insights\/rapid-validation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rapid testing<\/a> refers to a collection of tactics we use to get quick feedback for operational decisions. This type of testing helps teams make agile decisions around design, copy, and other site elements. It\u2019s ideal in scenarios where:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A full A\/B testing campaign is impractical<\/strong> in terms of budget, time, or resources<\/li>\n\n\n\n<li><strong>A company needs to make fast changes<\/strong> during a seasonal time crunch<\/li>\n\n\n\n<li><strong>A team wants to make interim changes<\/strong> to a broken site\/process to bide more time for a complete conversion program&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>While rapid testing uses less qualified participants and smaller sample sizes than traditional A\/B testing, the tradeoff is exponentially faster results. Rapid testing also delivers value by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Limiting politics<\/strong> of A\/B testing (what to A\/B test is informed by rapid test data vs. executive opinions)<\/li>\n\n\n\n<li><strong>Narrowing down many ideas<\/strong> to the best ones<\/li>\n<\/ul>\n\n\n\n<p>For example, one rapid test we ran for The Telegraph assessed site banner color and layout. When shown two banner variants, visitors had a clear preference \u2014 78% of participants found content easier to read against a yellow background. Recall tests also showed visitors were more likely to remember key details in this variant as well, further supporting it as the preferable option.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"469\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-316-1024x469.png\" alt=\"Banner color testing example\" class=\"wp-image-98394\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-316-1024x469.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-316-300x137.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-316-768x352.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-316-1536x704.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-316-610x279.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-316-600x275.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-316.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Two banner variants we ran for The Telegraph, the yellow was the winner<\/em><\/figcaption><\/figure>\n\n\n\n<p>We ran over 20 similar tests to assess cookie notification placement and design, desktop and mobile paywall presentation, brand headlines, offer messaging, and more. We did this in just a few weeks, something that would have been impossible to accomplish via a\/b testing due to resource constraints. Overall, identifying small wins in numerous places added up to a significant impact for The Telegraph.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-focusing-on-the-quality-of-free-to-paid-conversions\">Focusing on the quality of free-to-paid conversions<\/h3>\n\n\n\n<p>While comparing numbers pre and post-program requires factoring in market impacts and overall business changes, conversion rates did increase due to our joint efforts. An increased percentage of readers upgraded from a free subscription to a paid one. And, just as significantly, the <em>quality<\/em> of those free-to-paid conversions improved, too.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cWe had fewer people cancel and more people staying on the files. So, overall revenue for the business went up by a higher amount than volume did.\u201d<\/strong> <\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<p>Formerly, some readers would sign up for a subscription, read a gated article, and then cancel before their credit card was billed. Through improved experiences, The Telegraph and The Good reduced this behavior by 30%.<\/p>\n\n\n\n<p>It&#8217;s worth noting many brands attempt to improve retention by using deceptive design. They create experiences that make it difficult to cancel, which results in lower churn, but also leaves customers feeling frustrated or even angry.<\/p>\n\n\n\n<p>That doesn&#8217;t align with our philosophy, nor the Telegraph&#8217;s, so instead we focused on improving subscriber quality and journeys.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-improving-onboarding-for-customers\">Improving onboarding for customers <\/h2>\n\n\n\n<p>Bettering paywalls was an excellent first step, but it was only one part of a user\u2019s subscription journey. Keep in mind the initial paywall project sat in the context of big business goals (one million subscribers) and complex inputs (varied visitors and journeys).&nbsp;<\/p>\n\n\n\n<p>To get to one million subscribers, The Telegraph knew there was more work to do. So, the next project we partnered on, <strong>this time with their retention team<\/strong>, was improving the overall <a href=\"https:\/\/thegood.com\/insights\/user-onboarding\/\" target=\"_blank\" rel=\"noreferrer noopener\">onboarding journey<\/a>.&nbsp;<\/p>\n\n\n\n<p>Quick clarification here:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A paywall<\/strong> exists to encourage a website visitor to purchase a subscription or start a free trial. A paywall maximizes conversions.&nbsp;<\/li>\n\n\n\n<li><strong>Onboarding<\/strong> exists to familiarize a visitor with the brand and product immediately after they buy a subscription or start a free trial. Onboarding maximizes retention.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>For The Telegraph\u2019s customers, onboarding begins the moment of sign up, right after a reader opts in for a free trial.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"581\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-317-1024x581.png\" alt=\"The Telegraph free trial payment box screenshot\" class=\"wp-image-98396\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-317-1024x581.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-317-300x170.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-317-768x436.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-317-1536x872.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-317-610x346.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-317-380x215.png 380w, https:\/\/thegood.com\/wp-content\/uploads\/image-317-760x430.png 760w, https:\/\/thegood.com\/wp-content\/uploads\/image-317-600x341.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-317.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>The Telegraph&#8217;s free trial checkout experience as of March 2022<\/em><\/figcaption><\/figure>\n\n\n\n<p>A successful Telegraph onboarding experience relies on key actions (sometimes called \u201c<a href=\"https:\/\/userlist.com\/blog\/saas-user-activation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Activiation Events<\/a>,\u201d \u201c<a href=\"https:\/\/growwithward.com\/north-star-metric\/\" target=\"_blank\" rel=\"noreferrer noopener\">North Star Metrics<\/a>,\u201d or an \u201c<a href=\"https:\/\/mode.com\/blog\/facebook-aha-moment-simpler-than-you-think\/\" target=\"_blank\" rel=\"noreferrer noopener\">Aha Moment<\/a>\u201d). If subscribers take these actions, they\u2019re more likely to stay subscribed long term. The most famous example of this comes from Facebook. They learned that if a new user was able to connect with at least 10 friends within one week, they were much more likely to stick around and remain active long term.&nbsp;<\/p>\n\n\n\n<p>Telegraph has similar indicators of what separates a &#8220;tire kicker&#8221; from a &#8220;true fan.&#8221; Yet, only a subset of subscribers were hitting these indicators \u2014 our job in collaboration with the retention team, was to help more people reach that &#8220;Aha moment.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-diagnosing-problems-before-prescribing-solutions-nbsp\">Diagnosing problems before prescribing solutions&nbsp;<\/h3>\n\n\n\n<p>As with the first project, we started with a diagnosis \u2014 a thorough review of data. This data review informed key questions such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What\u2019s the best place for a new subscriber to onboard?&nbsp;<\/li>\n\n\n\n<li>What\u2019s the best language, design, and number of actions required for onboarding?<\/li>\n\n\n\n<li>Why aren\u2019t visitors completing this key action?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Next, we started forming hypotheses with the help of <a href=\"https:\/\/thegood.com\/insights\/heatmaps-scrollmaps-clickmaps\/\" target=\"_blank\" rel=\"noreferrer noopener\">heat maps<\/a> and heuristics. Among other findings, we noted visitors were:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Click-click-clicking through onboarding patterns to skip to what they wanted<\/li>\n\n\n\n<li>Overlooking much of the onboarding content<\/li>\n\n\n\n<li>Missing important celebratory milestones&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"681\" height=\"721\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-318.png\" alt=\"Newsletter signups heatmap\" class=\"wp-image-98397\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-318.png 681w, https:\/\/thegood.com\/wp-content\/uploads\/image-318-283x300.png 283w, https:\/\/thegood.com\/wp-content\/uploads\/image-318-610x646.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-318-600x635.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-318-24x24.png 24w\" sizes=\"(max-width: 681px) 100vw, 681px\" \/><figcaption class=\"wp-element-caption\"><em>Heat map research results from our work with The Telegraph helped us identify user patterns<\/em><\/figcaption><\/figure>\n\n\n\n<p>We also invested in a competitive analysis, which looked at onboarding flows. And we didn\u2019t just look at other publications \u2014 we researched other subscription-based purchasing and onboarding experiences, such as Netflix, to identify insights. This cross-industry review honed our strategists\u2019 eyes for great experiences and inspired rapid testing options.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"1024\" height=\"582\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-319.png\" alt=\"Pricing plans\" class=\"wp-image-98398\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-319.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-319-300x171.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-319-768x437.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-319-610x347.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-319-380x215.png 380w, https:\/\/thegood.com\/wp-content\/uploads\/image-319-600x341.png 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Our research explored onboarding flows from big brands, here&#8217;s an example of plan comparison from Netflix<\/em><\/figcaption><\/figure>\n\n\n\n<p>Overall, the data review, qualitative testing, and analysis revealed a substantial number of improvements The Telegraph could make. The next question was, out of all the possible roads we could take, where do both teams go from here?&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ideal-customer-experience-standards-to-guide-testing-nbsp\">Ideal customer experience standards to guide testing&nbsp;<\/h3>\n\n\n\n<p>To align both teams around what The Telegraph\u2019s onboarding journey <em>should<\/em> look like, our strategists created <strong>ideal customer experience standards<\/strong>. These standards described what a phenomenal experience should feel like to a user. For example:<\/p>\n\n\n\n<p><em>Every action within the onboarding journey should feel like a step towards sign-up\/ account registration, rather than an advertisement.<\/em><\/p>\n\n\n\n<p>This and ten other standards set the tone (and vocabulary) for onboarding improvements. Potential improvements were vetted against the standards and then assessed with rapid testing.<\/p>\n\n\n\n<p>Rapid testing in this project looked like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Asking<\/strong>, \u201cWhich of these variants will be most effective at communicating the value of downloading the mobile app?\u201d<\/li>\n\n\n\n<li><strong>Gathering data<\/strong> from a small group of visitors, through various user testing methods (such as card sorting)<\/li>\n\n\n\n<li><strong>Bringing findings<\/strong> to The Telegraph team, who implemented a live site change in days<\/li>\n<\/ul>\n\n\n\n<p>\u201cThe main benefit to Dave and his team,\u201d Natalie explains, \u201cis they were able to hear some new research, take a recommendation, turn it into a design within a week&nbsp; \u2014 sometimes even three days.\u201d<\/p>\n\n\n\n<p>From David\u2019s perspective, the audit and rapid testing allowed him to move quickly through internal pitches and approvals. \u201cBringing in The Good allowed us to leapfrog a lot of that process,\u201d David explained. He could confidently say whether an idea had merit <em>or<\/em> would be problematic. This decisiveness helped him gatekeep The Telegraph\u2019s focus and efforts. \u201cIt just speeds up the whole process, and there\u2019s a lot of value in that,\u201d he affirmed.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\" id=\"h-when-we-get-to-the-live-test-we-ve-already-validated-and-done-a-lot-of-the-work\">\n<p><strong>\u201cWhen we get to the live test, we\u2019ve already validated and done a lot of the work.\u201d<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>Improving paywall conversions, subscriber quality, and the onboarding experience were notable results for The Telegraph. But those aren\u2019t the only improvements that matter.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-shifting-the-internal-testing-mindset-nbsp-nbsp\">Shifting the internal testing mindset&nbsp;&nbsp;<\/h3>\n\n\n\n<p>The Telegraph has always been customer-centric, but things like complex business operations, market volatility, and changing consumer preferences sometimes make it difficult to keep the customer at the heart of every design decision. Now, they have the tools and processes to see changes from the customer\u2019s perspective.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cNow a lot of the decisions are using a science layer \u2014 data, research, user testing \u2014 to get to the answers.\u201d <\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<p>Before a change goes live, David\u2019s team asks questions like, \u201chow do we get this in front of readers?\u201d and \u201cdoes it make sense to site visitors?\u201d Among other benefits, this line of questioning has a gatekeeping function \u2014 it halts changes that would otherwise go out and then be rolled back.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-seeing-the-customer-s-experience-with-third-party-assistance\">Seeing the customer\u2019s experience with third-party assistance<\/h3>\n\n\n\n<p>One of David and his team\u2019s biggest strengths is their insight into The Telegraph, journalism, and their subscription ecosystem. But our strengths are often our weaknesses, too. Telegraph\u2019s correlating weakness is this: a close-up perspective means it\u2019s hard to take a step back and see the customer\u2019s journey with fresh eyes.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cIt\u2019s useful to have an external set of eyes to identify opportunities we may have missed being in the weeds\u201d <\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<p>That\u2019s where a third-party partner like The Good can add value. \u201cIt\u2019s clearer to you,\u201d David told us, \u201cbecause you\u2019ve got expertise doing it elsewhere.\u201d We can see from the customer\u2019s perspective because we\u2019ve practiced doing so for over a decade with dozens of ecommerce and subscription brands.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cOne of the reasons why someone like The Good can add value is because they\u2019ve done this with other people, and they\u2019re experts.\u201d<\/strong> <\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-increasing-efficiency-of-internal-teams-nbsp\">Increasing efficiency of internal teams&nbsp;<\/h3>\n\n\n\n<p>Many companies think that working with an external partner means slower communication and extended timelines, but our work with Telegraph has actually allowed them to improve their internal efficiency.<\/p>\n\n\n\n<p>Instead of spinning their wheels, The Telegraph now harnesses a powerful flywheel: diagnosing pain points \u2192 fuels confident tests \u2192 which deliver valuable results \u2192 which fuel additional testing. Over time, these rolling wins add up to significant conversion gains.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cHaving The Good come in allows you to validate your hypotheses, your thinking, and get an early read on whether you\u2019re going in the right direction or not.\u201d <\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-winning-testing-bets-with-high-confidence-and-fast-approvals\">Winning testing bets with high confidence and fast approvals<\/h3>\n\n\n\n<p>Running a live test, as David said, is no simple thing. And to many marketing managers, live tests feel like shaky bets. You put time and resources on the line, hoping for a return. With our services, David took hope out of the equation. He didn\u2019t cross his fingers and hope the tests would make an impact \u2014 he <em>knew<\/em>.&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u201cThe value of having The Good in to help us,\u201d he explained, \u201cis when we get to the live test, we\u2019ve already validated and done a lot of work\u2026we\u2019re fairly confident we\u2019re going to get a positive uplift.\u201d Uplift, or an unexpected learning The Telegraph can tweak and adjust. Either way, the test delivers a valuable return \u2014 it\u2019s a sure bet.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cThe case for change becomes a no-brainer. All the senior team needs to do is tick it off and say, \u2018yes.\u2019\u201d <\/strong><\/p>\n<cite>David Humber, Head of Conversion at The Telegraph<\/cite><\/blockquote>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container c-lead-form ugb-71206e9 ugb-container--v2 ugb-container--design-basic ugb-main-block\"><style>.ugb-71206e9-wrapper.ugb-container__wrapper{border-radius:12px !important;background-color:#000000 !important}.ugb-71206e9-wrapper.ugb-container__wrapper:before{background-color:#000000 !important}.ugb-71206e9 h1,.ugb-71206e9 h2,.ugb-71206e9 h3,.ugb-71206e9 h4,.ugb-71206e9 h5,.ugb-71206e9 h6{color:#ffffff}.ugb-71206e9 p,.ugb-71206e9 li,.ugb-71206e9 label,.ugb-71206e9 table{color:#ffffff}.ugb-71206e9 a:hover,.ugb-71206e9 a:hover:visited{color:#ffffff}.ugb-71206e9-content-wrapper > h1,.ugb-71206e9-content-wrapper > h2,.ugb-71206e9-content-wrapper > h3,.ugb-71206e9-content-wrapper > h4,.ugb-71206e9-content-wrapper > h5,.ugb-71206e9-content-wrapper > h6{color:#ffffff}.ugb-71206e9-content-wrapper > p,.ugb-71206e9-content-wrapper > ol li,.ugb-71206e9-content-wrapper > ul li{color:#ffffff}@media screen and (min-width:768px){.ugb-71206e9-content-wrapper.ugb-container__content-wrapper{width:100% !important}}.ugb-71206e9 a,.ugb-71206e9 a:visited,.ugb-71206e9 a:focus{color:#ffffff}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-71206e9-wrapper ugb--shadow-3\"><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-71206e9-content-wrapper\">\n<div class=\"wp-block-columns has-2-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-787a941\" id=\"now-its-your-turn\" data-block-id=\"787a941\"><h2 class=\"stk-block-heading__text\">Now It\u2019s Your Turn<\/h2><\/div>\n\n\n\n<p class=\"has-regular-font-size\"><strong>We harness user insights and unlock digital improvements beyond your conversion rate. <\/strong><\/p>\n\n\n\n<p class=\"has-regular-font-size\"><strong>Let\u2019s talk about putting digital experience optimization to work for you.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"09aaf882-d4e0-480e-bd24-a19d63e9b3e2\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768297112000-2579544945\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768297112000-2579544945\"><\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":3,"featured_media":106950,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["\u201cThe case for change becomes a no-brainer. All the senior team needs to do is tick it off and say, \u2018yes.\u2019\u201d - David Humber, Head of Conversion at The Telegraph"]},"insight-category":[10072],"insight-tag":[10114,10082],"class_list":["post-98384","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-optimization-strategy","insight-tag-case-study","insight-tag-customer-experience"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature.png",1200,697,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-150x150.png",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-300x174.png",300,174,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-768x446.png",768,446,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-1024x595.png",1024,595,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature.png",1200,697,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature.png",1200,697,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-380x215.png",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-760x430.png",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-600x349.png",600,349,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-129x75.png",129,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature.png",300,174,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature.png",400,232,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature.png",600,349,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-24x24.png",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-48x48.png",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-96x96.png",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-150x150.png",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/telegraph-feature-300x300.png",300,300,true]},"post_excerpt_stackable_v2":"<p>The Telegraph has distributed authoritative news for over 160 years. They were the first newspaper in Britain to produce an online website (the \u201cElectronic Telegraph\u201d), and, in 2017, they became the top quality UK news brand with over 25 million unique visitors.&nbsp; Today, they\u2019re an award-winning multimedia outlet&nbsp; brand with 1,200+ employees managing print and online editorials on sports, business, finance, travel, and more.&nbsp; The Telegraph&#8217;s homepage With a large reader base, and ambitious acquisition growth plans, David Humber, Telegraph\u2019s Head of Conversion, has no small task. A large part of his role involves converting anonymous visitors into engaged readers&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Jon MacDonald","url":"https:\/\/thegood.com\/author\/jonmacdonald\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How The Telegraph Improved Subscriber Quality With Optimization<\/title>\n<meta name=\"description\" content=\"The Telegraph saw improved stakeholder buy-in and subscriber quality when they implemented data-backed practices.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/insights\/the-telegraph\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How The 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