Research into readers’ views on The Times informed store page personalisationIncreased membership sales for sport +41% and business +11%
- From sports to business to news and comment, readers of The Times and The Sunday Times have very different interests.
- However, all readers interested in buying membership were sent to the same generic store page and shown the same content.
- As a result, interested customers’ expectations were not being met and users were exiting before buying membership
Phase 1: Research readers’ attitudes and interests
- On-site popup surveys asked users about the perceived value of The Times journalism and membership.
- Recording if respondents came from sports or business sections allowed survey responses to be segmented by section.
- Popup surveys revealed key value proposition insights without disrupting the user journey through the site.
Phase 2: Personalise store pages
- Responses highlighted a need for a personalised experience on the store page, to better convert these segments.
- Personalised storylines were created for sport and business readers featuring the key value proposition e.g. breaking news for business; clips and highlights for sports.
- Personalising the masthead, hierarchy, copy and imagery reinforced the value proposition, fuelling conversions.
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