How can mtribes be used to intelligently segment your audience in order to improve growth? We outline six ways to use the tool more effectively.
For the vast majority of digital platforms, enhanced user personalization represents a key strategic goal to aid user acquisition and retention. However, striving for enhanced personalization is only as worthwhile as the tactical measures actually implemented. With that in mind, below we have highlighted six real-world examples showing how mtribes can help grow and retain OTT subscriber numbers.
1. Enhance the effectiveness of inbound campaigns
There are many different ways users may reach your platform: ad click-throughs, social posts, direct search or via email promotion. Each of those user journeys is different, and presents varying levels of commitment from the user. A click-through from a social post, for example, may be an idle browse through your available content library, whereas a direct search and immediate view of your pricing potentially demonstrate a far greater interest.
The challenge is ensuring that the experience you provide caters to the purchase or commitment-readiness of these different types of individual. mtribes’ segmentation tools allow you to offer that tailored 360° approach to many different categories of user, without requiring additional development work.
Specific use case:
A potential subscriber has arrived on your sports OTT platform via a social post CTA that showed the 10 best plays from the previous season. Using mtribes, you have created geo-located Tribes that capture all of the non-subscribed users that have arrived on your platform through this channel, and altered the UX for them to present and highlight the appropriate rights you can offer in their region, as well as an overview of future programming.
2. Segmenting user journeys
User journeys can also be segmented by the profile of the user. As a subscriber uses your platform, you will build up a much greater understanding of their likes and dislikes whereas, for an anonymous user, it may be more useful to present a broader overview of your big-ticket rights when they first log on to your platform and view the main hero carousel of content.
Similarly, if a user has opted out of receiving marketing and promotional communications via email, it’s possible to easily alter the messaging used on-platform to highlight an alternative or complementary campaign or promotion.
Specific use case:
A new user of your entertainment platform is navigating the content homepage for the first time. By capturing every new user into a single Tribe, mtribes allows you to showcase a broad range of your content including mainstream movies as well as smaller, more niche documentaries, to them. A different user has been a subscriber for over two years and has only ever watched true crime documentaries. You segment them into a specific Tribe to primarily showcase new content that mirrors their preferences.
One of the many advantages OTT enjoys over linear TV platforms is the inherent ability to cater for the long tail of subscribers. Whereas linear channels are beholden to drive advertising revenues or subscriber retention by showing the most popular content at the most popular times, SVOD/OTT providers aren’t restricted in this way: anyone can watch the content they choose at any time.
This is true of all content types, although it’s arguably even more impactful for sport. If a user shows a preference for a specific, more niche sport, it doesn’t matter if the next event or round is scheduled at the same time as El Clásico or the Super Bowl, it will still be available to view.
With mtribes, you’re not limited by the number of user Tribes you can create. This means that it’s possible to promote specific content types to even the smallest group of users and ensure it’s positioned front and center on the content carousel for them.
Specific use case:
Of your user base of two million subscribers, approximately 1,000 watched highlights of every round of the 2019 World Rallycross Championship on your platform. By creating a Tribe to capture these users, you can effectively promote content from the 2020 season to a small but heavily engaged long-tail.
4. Creating A/B test conversion flows
It’s important to be able to experiment with how promotional content, messaging or UX is presented to users – without A/B testing, any investment made in upgrading or iterating your platform’s conversion flow represents a complete gamble, whereas an effectively implemented A/B testing strategy can have a direct impact on a platform’s bottom line.
However, experimentation also brings risk: long-term subscribers may be alienated by changes to a UX they are used to, especially if it is subsequently changed again if the other side of the A/B test is found to be more successful.
Using mtribes’ A/B test conversion flow functionality mitigates that issue – the tool’s sliding scale allows platform managers to test new user onboarding processes on only a small sub-section of a specific Tribe, meaning that you can derive genuinely game-changing insight from soft experimentation on your most valuable Tribes.
Specific use case:
By running a test on 5% of newly registered platform users in Australia versus 5% of new users in the UK, you are in a position to better understand how to improve anglophone retention rates after a free trial period, without risking upsetting your existing conversion levels.
5. Adding intelligent feature flags
mtribes’ intelligent feature flags allow you to easily turn specific platform functionality on for individual Tribes while leaving it off for others. This means that it’s possible to provide fundamentally different Experiences for highly targeted sub-sections of your user base, thereby rewarding long-term subscribers or tiering functionality depending on subscription levels.
By creating a Tribe called ‘First Anniversary’ containing subscribers that joined more than 365 days ago but less than 368, it’s straightforward to offer exclusive content as a reward for subscribers on their sign-up anniversary. The same is also true for subsequent anniversaries, meaning that mtribes can be used to intelligently provide added value to highly specific groups of users.
6. Smart traffic allocation
mtribes is simple to install and use, and requires little or no technical knowledge to make the most of the tool’s functionality. This, in turn, can lead to additional cost savings by using mtribes to throttle the volume of your platform’s traffic that may be channeled through other, more expensive tools.
By using mtribes to hide functionality for specific categories of user, it’s possible to reduce traffic through functionality that may cost platform owners additional expense or increase bandwidth.
Specific use case:
A new sports OTT service has invested in an expensive user analytics platform to analyze user preferences to better evaluate the value of the rights they own. As the platform grows, the analytics platform costs increase significantly as higher volumes of user traffic are analyzed. Using mtribes, the platform can easily divert a percentage of traffic away from the monitoring service, significantly reducing costs without affecting the insight derived from the analysis.