One of the biggest hurdles in digital publishing is turning anonymous readers into paying subscribers.
The Telegraph chose Twipe as a tech provider to help them build a news app that users love and keep returning to. Our collaboration has delivered impressive outcomes: From an increase in active monthly users and time spent in app, to being named App of the Year 2024 at the Press Gazette Future of Media Awards.
1. Free trials: Moving from anonymous to registered
The Telegraph app offers a rich mix of experiences—daily editions, breaking news, newsletters, podcasts, and puzzles—all in one place. To showcase its value, we designed and launched a free trial feature, letting anonymous users try before they buy.
Users can register without providing payment details to reduce friction. They are then linked to The Telegraph’s CRM. This de-anonymizes them, enabling direct engagement opportunities. With this feature, 10% of trial users became subscribers.
2. Custom onboarding flow: Introducing users to the full app experience
The Telegraph wants users to dive into its app and love every second of it. We’ve created custom onboarding flows that are triggered at just the right moment—think upon first download, when you buy an in-app subscription, or when a new feature is released. These snappy, spot-on guides spotlight features, empower users, and turn one-time visits into daily rituals.
3. Personalized triggers: Keep readers coming back
Retention is just as critical as acquisition. The Telegraph leverages Twipe’s back-office tools and Firebase notification integration to deliver segmented push notifications and in-app messaging.
These timely, customizable prompts re-engage users, drawing them back to the app. This strategy has solidified the app’s role in users’ daily routines, making it the second most engaging app in the UK.
The Telegraph: App of the Year
Twipe and The Telegraph have refined what a news app should be: a platform that converts casual readers into loyal subscribers, engages users with diverse content, and fosters daily habits. Our co-development efforts have not only driven measurable growth but also earned The Telegraph its well-deserved title of App of the Year.
