2. 920,000 paid for customers
720,000 digital only subscribers
1.9 million daily readership
We operate with a strict paywall
We are a publisher - but commercially we are a
subscription based digital company
About the FT
11. Case Study | MyFT
A Twitter-like follow topic feature
Users get a daily email digest and
an on-site feed page
12. myFT | Impact on RFV
Engagement increased 86%
compared to the control group
13. myFT | Impact on RFV
...…
Article based onboardingTopic based onboarding
Negative
CTR
+20%
CTR
14. New Daily Digest Design
Further AB tests are on the backlog to continue experimenting with email headers/subject line etc
myFT | Impact on RFV
+1.6%
OPEN
+13.6%
CTR
16. Case Study | Speed
When we launched Next first MVP 5% of our most devoted users opted in
The site had few features and less content than old FT.com
Yet, they immediately became more engaged
Why?
17. Case Study | Speed
What does it mean financially?
1 second = $millions
More than any feature besides MyFT
18. Case Study | Speed
Hypothesis: Every second counts
True!
You could see the impact
from the very first second.
20. Case Study | Onward Journeys
Infinite ScrollSimplified Recommended
Stories
MyFT Moved Up
+1.36%
CTR
+12%
Follow
Rate
+15%
CTR
+14%
CTR
21. Case Study | Onward Journeys
Design has a big impact on clicks.
All three design changes had a positive effect…
...if not a lasting one.
22. …content not so much.
All tests experimenting with content recommendation have
lost to our control variant.
Case Study | Onward Journeys
23. Funding Engagement Via Investment
FT.com Reach
and Return
Finding new quality prospects, marketing to them and converting them into customers
Consenting prospects | Quality visitors | Trial acquisition | Trial conversion | March to 1M
FT.com Retention
Yield
Efficiency
Quality
Revenue/Profit
Growth
Increasing engagement & reducing churn
Number of users with an engaged RFV score. Reducing billing churn rates.
Increasing revenue per customer for a given product
LTV | ARPU | CPM...
Product quality, digital journalism, security, stability, speed
Net Promoter Score. New Customer Experience metrics, Completion rate, Share rate
Productivity, redeployment, cost avoidance, Simplification
Costs avoided | Redeployed roles | Efficiency Metrics
Opportunities in Advertising, FT Specialist, Events, Platform commercialisation, Tech
ROI or cost saving
What does it mean and how will it be measured?Outcome