Saving Push: 5 Mobile Onboarding Lessons from SmartNews
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The document discusses mobile onboarding and user experience lessons from SmartNews, emphasizing the significance of push notifications for increasing user engagement and managing content. It details the evolution of their push notification strategy, including machine-learning integration and the establishment of a dedicated content operations team to enhance quality and avoid sensationalism. Furthermore, it highlights future plans for personalized push notifications and improved user onboarding practices.
Saving Push: 5 Mobile Onboarding Lessons from SmartNews
- 1. Saving Push: 5 Mobile Onboarding & UX Lessons from SmartNews Wednesday, April 11, 2018
- 4. How can Adjust help me? Track installs, engagement, ROI, LTV and ad spend Determine your best performing marketing channels Integrate with 1000+ advertising partners
- 5. What is Smartnews? Machine learning-driven, algorithmic curation of news Deep engagement driven by focus on diversity & “discovery” Tabbed browsing interface is easy-to-use Efficient and fast for reading on-the-go Publishers have direct traffic or hosted options for their stories Traffic derived from aggregate tabs and publisher’s own channel Publishers keep their in-article advertising revenue.* *A revenue share model is popular in Japan
- 6. & * ANALYTICS + DATA VIZ AUTOMATION, PUSH & A/B TESTING MONETIZATION ASO ATTRIBUTION & GROWTH ACC. SmartNews growth stack overview
- 8. I) Why Push Matters: Business Impact for SmartNews
- 9. Why are push notifications mission critical? Relationship between DAU and % of Push Opens KPIs
- 10. Why are push notifications important? “I like the breaking news push notifications - usually important info, not over done” “I actually look forward to my push notifications, WAY better than other apps” “..and the news in push notifications was very good and always make me open the app!” “...the push notification support is phenomenal in terms of keeping you updated.!” “The breaking push notification are the best part of this app…” “...and love the diversity of news stories in the push notifications.”
- 11. II) Our Push Notification Journey… Or How Machine-Learning isn’t everything.
- 12. Our push notification journey...
- 13. Our evolution of push: how human curation became part of the experience Established a team around push operating priorities ● “Managed” regular push notifications ● Breaking news notifications ● Staffed and grew “Content Operations” team of 5 people from late 2014 to late 2016
- 14. How do we manage push notifications today? US Content Operations team today ● Qualifications ○ Not (necessarily) editors but “newsies” = love news ○ Metrics-driven and production minded, ● Headcount: 2 FTE headcount + 1 “perma-lancer” ● Duties ○ Overall quality assurance + push management ○ Reporting on partner PVs Push Push
- 15. Core user XP: machine-learning is still mission critical How it works in a very simplified version ● Algorithm uses external signals on social media combined with in-app reader activity to identify each push candidate. ● Algorithm can be guided by or “lightly curated” by team members when needed. ● Managed across time-zones scheduled with lock-in time ● Team must watch the news cycle and avoid clickbait & sensationalism. ● Can help surface “hidden gems” the algorithm finds.
- 16. Best performing push notifications content! “Every Public School in West Virginia is Closed” “Kushner, Russia Bombshells Rock the White House” “Federal Reserve Raises Interest Rates to Highest in Decade” “Pictures From Space RevealHUGE Colony of Animals No One Knew About” “3 Injured in Huffman High School Shooting” “Stormy Daniels Passed Polygraph Test on Sex With Trump” “Self-help guru ran sex slave cult, FBI says” “The NYC subway has reportedlybeen using employee break roomsto store dead bodies” 'Really extreme' global weather event leaves scientists aghast
- 17. Personalized push: new & coming soon App (today) Push (coming soon)
- 18. III) The Battle for opt-in
- 19. Industry knowledge: “Push Priming is the way to go”
- 20. Push Priming: We tried, hard, but it failed to make an impact...
- 21. From Push Priming to “Push Redemption” Push Opt-In Onboarding Experiments Best Creative
- 22. Moving past push: a renewed focus on onboarding & discovery.
- 23. Q&A time!