Evolving The Daily Beast’s User Cohorts
A Little About Us WHERE NEWS MEETS CULTURE NEWS CULTURE ENTERTAINMENT | POLITICS | WORLD NEWS | HALF FULL | CULTURE | U.S. NEWS | INNOVATION | SCOUTED | TRAVEL OUR VERTICALS 2
Year 1: What We Knew Not-Loyal Loyal 5+ sessions/month 40% of PVs
When We Launched Beast Inside 1 Never taken a dollar from our readers 2 No on-site login or user management 3 No full-time headcount dedicated to subscription 4
Year 1: What We Learned Base Price - $35/$4.99 $1 trial beats no trial Benefits matter - Clear is better than cute It takes ~7 sessions for someone to convert. 5
Year 2: 2019 Loyalty Funnel - Session Volume 94% REACH 52% of revenue of audience 1-4 sessions/month 4x 2% ENGAGEMENT 5% of revenue ARPU of audience 5-6 sessions/month 4% 21x HABIT 43% of revenue of audience ARPU 7+ sessions/month 6
Year 2: What We Learned Touting strong journalism (unlocked) & exclusive content (locked) drives CVR. Some users, while ‘loyal,’ are never going to convert. Referrer + on-site behavior strong indicator of loyalty. 7
Highlights Unlocked Highlights Locked AMERICAN LOKI STRIKING BACK Lisa Page Speaks: ‘There’s No This Isn’t the Madman Theory. Fathomable Way I Have Committed This Is a Madman President. Any Crime at All’ THE PRINCE AND THE PERVE SHIELDED Where Are Je ff rey Epstein’s Inside Je ff rey Epstein’s Creepy Alleged Accomplices Now? Parties With Prince Andrew DEATH ON THE SERPENT RIVER PAY DIRT How The Beast Uncovered the The Lost Girls of Panama: The Campaign Finance Scheme That Full Story Just Got Giuliani Cronies Indicted MCSCAM SNOOPY How an Ex-Cop Rigged McDonald’s Lev Parnas Helped Rep. Devin Nunes’ Monopoly Game and Stole Millions Investigations 8
Applying These Learnings to Our Loyalty Segments • Visit from Twitter or Drudge 22% of these users visit 1-4 Report, frequently encounter TDB. • Users subscribe to read content infrequently, but know our brand. from authors and topics that matter to them. These users represent a true middle cohort. 60% of these users are frequent • Visit from reader apps or newsletters 7+ • Loyal to an off-platform product visitors, but not loyal to core TDB. • Do not use homepage 9
Home Page Is Core to Beast Inside’s Growth 1 in 5 conversions start that session on the homepage 10
Year 3: 2020 Loyalty Funnel — Homepage + Session Volume BRAND PRODUCT STORY 1 SESSION, WITH HOMEPAGE; 1 SESSION, NO HOMEPAGE 2+ SESSIONS WITH HOMEPAGE 2+ SESSIONS NO HOMEPAGE 24% 3% 72% 33% of revenue 36% of revenue 31% of revenue of audience of audience of audience 4x 26x ARPU ARPU 11
Year 3: What’s Next Find the right way to monetize users who only want to read that one story. Educate users to move from brand awareness to loyalty. Drive TDB loyalists into more products they’ll love. 12
CVR IN LOWEST VALUE COHORT .00023% There’s a better way to monetize this audience. 13
Every Email Address Is An Opportunity for Brand Loyalty Use Access Subscribe to Join Beast Visit TDB Opt into Push Pass Newsletter Inside Low loyalty users given opportunity to trade email for free access convert at 25x higher rate than $1 trial. Newsletters a critical step in loyalty funnel. 37% of members subscribed to newsletter prior to joining Beast Inside, with 8% joining directly from newsletters . 14
Drive Loyalists into More Products They Love App Homepage Newsletters BENEFIT TO US BENEFIT TO US BENEFIT TO US Higher CVR & retention Drives to consumer revenue Drives to consumer revenue Incremental to web usage Showcases breadth of coverage Builds daily habit around TDB BENEFIT TO THEM BENEFIT TO THEM BENEFIT TO THEM Ad-lite experience Top stories, curated by editors Top stories in their inbox Native iOS navigation Self-guided navigation Exclusive content 15
Recommend
More recommend
