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Building habits that matter: How WSJ models subscriber behavior to improve retention and engagement

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In creating experiments to increase product sales or customer acquisition, the end goal is clear: the more orders placed, the more dollars back to the business. But how should we think about prioritizing tests to increase product engagement?

In a world where we can encourage users to take a wide variety of actions with unclear business benefits, it seems almost impossible to determine what is best. How can we promote behaviors that build habits and improve retention? The answer is simple: we analyze what habits matter most.

In this session Olivia will share:

  • How she created the Wall Street Journal’s first habit model
  • How the team identified which actions influence member tenure
  • How WSJ uses habit data to inform their testing and engagement strategies