To achieve the goal of increasing subscription conversion and retention while optimising average revenue per user and reducing technical debt, NZME embarked on a comprehensive seven-month project centered on technical innovation and user-centric design.
Approach
NZME assembled a cross-functional team comprising developers, designers, quality engineers, data analysts, product managers, and marketing specialists. The project was structured into multiple streams, each led by a stream lead and a product lead, allowing focused attention on specific components of the initiative.
Recognising the need for a dynamic customer experience platform, NZME selected Zephr to overlay the existing Content Management System (CMS). This integration enabled NZME to deliver personalised content dynamically by injecting custom-designed components based on declared user information and on-site behavior.
The design and build methodology focused on user-centric principles. NZME documented and redesigned existing components to improve viewability, readability and load speed, reducing cognitive dissonance and enhancing user engagement. By building a library of reusable components within Zephr, NZME streamlined the creation of personalised customer journeys. These journeys were mapped based on logic that determines which components are displayed to users, tailoring the experience to individual preferences and behaviours.
Key Deliverables
Dynamic Customer Journeys: Developed logic-based pathways that present tailored content and offers to users, enhancing personalisation and relevance throughout their interaction with our platforms.
Always-On Campaigns: Implemented continuous on-site campaigns that present appropriate offers to users at any stage of their lifecycle.
International targeting: launched location-specific campaigns offering tailored deals to international users, resulting in increased global subscriptions.
Prospect pool creation: utilised the "Gift an Article" feature to collect emails from engaged readers, nurturing them through targeted email campaigns to encourage registration and subscription.
Unified data infrastructure: developed a middleware solution that integrated subscription data, billing information and user behaviour into a single data source, enhancing the ability to deliver personalised experiences.
Enhanced analytics and tracking: employed tools like Zephr Customer Journeys and Google Analytics 4 to monitor user interactions, campaign performance and conversion rates. This data-driven approach allowed NZME to refine strategies and continually improve user experiences.
Subscriber management improvements: streamlined workflows for customer service representatives by consolidating tools and processes, providing consistent and flexible options for subscribers.
