Sky (NowTV, WOW, Sky X) personalizes subscription management for millions of viewers
See how Europe’s largest media company and pay-TV broadcaster optimized and personalized its subscription management sites for 3 services across 5 regions, reducing churn and creating a more streamlined experience for millions.
in product tenure from guided experiences targeted to current subscribers
in same-month cancellations as a result of optimizing new subscriber landing pages
to combo packages with long-term commitments from guided experiences
from recently-lapsed subscribers when shown limited-time offer messaging
Introduction
Sky (NowTV, WOW, Sky X) is Europe’s largest media company and pay-TV broadcaster, with millions of subscribers across the continent. The business maintains separate sites, one for its streaming content, which houses programming, and another for its membership account pages, where millions of people can sign up or adjust their preferences and subscription plans.
The Sky team began its personalization journey with a legacy solution, and in 2021, they switched to Dynamic Yield’s Experience OS to scale their testing, deliver more targeted upsells, re-engagement experiences with deeper segmentation and AI-powered targeting, and move faster to deliver more time-sensitive messaging to prospects and customers.
The team of 117 cross-functional users, including marketers, analysts, developers, and product managers, runs over 150 A/B tests and hundreds more experience optimization campaigns every year, coordinated across three services (Sky X, WOW, and NowTV) in five regions: The UK, Ireland, Italy, Germany, and Austria.
“Dynamic Yield allows our team to take risks and launch AI-powered personalization and experience optimization campaigns quickly and effectively, even without much dev resources. It’s how we’ve scaled and seen success in five regions with three services.”
– Head of eCommerce Optimization and Personalization, Sky
The Challenge
In the streaming world, media companies win over the competition by creating urgency for prospects and engaging consistently with customers, two experiences that are most successful when the user sees relevant, personalized content.
Sky’s subscription plans are divided by content type to appeal to different viewers, allowing consumers to choose the path most relevant to them: Sports (channels), Cinema (films), or Entertainment (TV series). To convert new users and combat churn, Sky uses personalization to deliver an optimized account management page designed to consistently re-engage and create a sense of urgency. This is key to securing new business and continuing to retain and upsell existing users.
Capabilities of Experience OS, such as the ability to run a single test across multiple regions and in multiple languages (using Multi-Language Campaigns), immediately deployable out-of-the-box templates, and a hybrid mix of client-side and server-side campaigns, make Dynamic Yield the right solution for Sky to deliver these experiences and reap impressive results.
Early Execution
Understanding Sky’s goals through its audiences
At the macro level, the Sky team understands its A/B/n testing and personalization efforts through the lens of three main audience groups: prospects, current subscribers, and returning customers without a subscription (recently lapsed).
Campaigns and tests are organized around addressing different needs for these groups. For prospects, reducing friction builds confidence and improves conversion rates. For current customers, increasing engagement opportunities and educational messaging for cross-sells and upsells reduces the likelihood of churn. And for recently lapsed customers, win-back strategies increase the likelihood of returning business. This section will show examples of how the Sky team has successfully addressed these different needs with personalization and A/B testing across 3 services in 5 regions.
Reducing friction for prospects by increasing confidence
Sky looks to convert more prospects into paying customers by increasing a sense of urgency, leaning into a “fear of missing out” — tactics which overall reduce friction, as a prospect gains more confidence in the decision to subscribe. The team constantly runs a variety of experiences to test effective methods for achieving this goal. One particularly successful campaign was the use of a Dynamic Yield template to trigger time-sensitive messages on the Sports page, informing visitors about impending live sporting events.
For example, prospects in the Austrian market who visited the sports subscription page were shown the following use case on web and mobile, promoting a popular upcoming football match:
This time-sensitive notification deployed on mobile and web in Austria to prospects visiting the Sports subscription page, prompting customers to choose a subscription to watch the upcoming football match.
Regionally-specific, personalized live-event notifications create a sense of validation for prospects on the fence and play into the FOMO. This experience in Austria yielded an overall 6% conversion rate, a +3.1% uplift compared to the control experience, which did not display any notifications or time-sensitive messaging about live sporting events. As a result of this success, similar campaigns were deployed in the UK and Italian markets, in different languages and featuring different events, with positive results.
Testing experiences to increase customer engagement and reduce churn
The Sky team runs hundreds of tests yearly to optimize the current subscriber experience and improve business KPIs. One KPI priority for the team was to reduce churn from its newest subscribers. This audience is likeliest to cancel, sometimes even within 24 hours of signing up, but Sky hypothesized it could reduce immediate churn from this group by increasing user engagement with the content.
To achieve this, the team ran tests to see how they could quickly encourage brand-new users to interact with shows, films, and sports events. First, Sky tested different redirect pages for new users clicking their email verification link. The team wanted to identify the landing pages that would generate the most engagement and reduce churn within an immediate period of time. Sky found that new subscribers were more likely to consume content and stay engaged when redirected to the Web Watch site:
In a test, Sky redirected new subscribers from their email verification straight to the Watch site, where users were more likely to engage immediately with content.
Sky deployed this experience in four regions, testing redirect page performance for new users from email verification. They found that a redirect to the Web Watch site yielded a 39% decrease in same-month cancellations for new users who interacted with the page during the testing period.
Following this success, the Sky team tested other ways to encourage content engagement from new subscribers. For example, they experimented with removing the “Skip” button from the onboarding page. This change required new users to select content preferences for their watch list and spend time browsing available shows, which educated them on the content available and built interest, ultimately reducing churn rate.
In this original experience, a “Skip” button is displayed, which allows the user to move past this page without selecting content for their Watch List.
In this variation, the “Skip” button is removed, requiring the user to scroll through titles and select at least one show of interest.
Six total tests, addressed to the three different subscription types, ran across all EU markets, prompting users to choose content to add to their watchlists after purchasing. The campaign yielded a significant increase in click-through rate to watch, most notably a +33% increase in the UK and a +138% increase in Ireland. On average, this campaign yielded a -63.3% reduction in traffic to the subscription management page for new subscribers across all markets, a strong factor in reducing churn.
Leveraging guided experiences to upsell existing customers
WOW, Sky’s service in Germany, was recently used as a launchpad to test the effectiveness of guided selling techniques to upsell existing customers. During the launch, the Sky team targeted subscribers who only had an Entertainment package. This package had less value and a shorter minimum commitment than the combined Film + Entertainment package, and Sky wanted to encourage upsells from this group with the following campaign.
The team ran an initial CTA on the WOW homepage and redirected users who clicked on the membership CTAs to a guided selling journey, promoting upsells by displaying a reduced rate option with a longer commitment period.
Step 1: Sky put the three entertainment package options on its hero banner, delivering a clear CTA to prospects.
Step 2: from each CTA, Sky redirected users to an upsell page instead of the control checkout experience. This educated users on the savings available for each subscription type and encouraged a longer commitment.
By redirecting visitors to an upsell page instead of the control checkout experience, users were better educated on the savings available for each subscription type. From this guided selling test in the German region, the team saw a +4.8% uplift in product tenure and a +13% increase in upsells to a combined subscription plan.
This campaign was the initial test that kicked off a larger guided selling approach Sky launched across 3 EU markets, involving content, radio buttons, offer formatting, and product mix. A few examples from other markets can be seen below:
In this guided experience in Italy, similar logic from the initial German campaign was applied, but Sky tested design differences by adding radio buttons on the upsell page.
In this guided experience in the UK, Sky directed all users who clicked on the Cinema package to this upsell page instead of the checkout page.
The radio buttons test in Italy drove a +6% uplift in purchases of the membership with a longer commitment period. The redirect test in the UK drove a +4% uplift in prospect click-through rate, and a +3% uplift overall in purchases of the bundle subscription.
Re-engaging churned customers with limited-time offers
Sky uses Dynamic Yield to segment its former customer audience into subcategories, including known users with a recent purchase and known users who haven’t purchased within the last 30 days. Based on each group, Sky either deploys a personalized, limited-time offer to the visitor (with the goal of winning back churned customers), or deploys campaigns that cross-sell memberships to the existing former customer base.
For example, in the following campaign that ran in Italy, Sky identified former customers with recently-lapsed Entertainment or Cinema subscriptions, as well as known users with no recent subscriptions, and showed each group exclusive limited-time offers.
This limited-time offer appeared to customers in Italy with recently-lapsed Cinema or Entertainment subscriptions. It offers an exclusive discount on Cinema and Entertainment.
For returning customers with no recent subscription, this limited-time offer appeared in Italy, offering exclusive pricing for all three subscription types.
Returning customers who landed on the site directly from media campaigns and viewed this experience had the highest conversion rate of 23%. In contrast, the control offer experience for this same group had a conversion rate of only 4%, meaning the variation yielded about a +140% uplift in orders over four weeks when compared to the control.
Expanding personalization horizons with a product feed
Until recently, Sky’s personalization program achieved results in conversion, cross-sells, and upsells through experiences based on context, profile and subscription data, and UX experiments. Sky did not run advanced recommendations due to the lack of a product feed. However, the team recently prioritized and completed work on an initial product feed. This exciting accomplishment empowers them to recommend content and create dozens more personalized touchpoints with visitors, the first step in an ambitious roadmap.
To test the feed, the Sky team deployed an early use case leveraging a Dynamic Yield template, designed to re-engage newly-cancelled users. The campaign serves these churned users with a survey to help learn customer pain points. Then, it recommends content, articles, and more based on responses, adding a layer of personalization to the experience and creating a new touchpoint with this group.
This survey, built with an out-of-the-box template, has allowed Sky to test its new product feed MVP. The survey engages with newly churned subscribers to learn their pain points, then recommends content, articles, and more based on responses.
This test use case helped the Sky team determine best practices for a more detailed product feed that will be developed in the coming months, empowering them to surface recommendations and personalization in the Help sections and create a more seamless, automated customer service experience.
The Key Takeaway
For Sky, personalization and A/B testing optimization are critical to reduce churn, increase subscriber loyalty, and win back lapsed customers. But their success to date is only the starting point: with the introduction of a product feed, the team has laid the groundwork for an exciting personalization roadmap that includes content and subscription recommendations, the key to creating a more seamless, automated customer service experience. In the next year, the team aims to focus on more recommended content, and they plan on leveraging new analytics capabilities through native, out-of-the-box integration with mParticle, where they will combine insights from Experience OS, their analytics platform Contentsquare, the streaming sites, and more. By adding in data from the streaming sites, the team will gain the ability to create experiences based on a subscriber’s watch history and preferred shows, unlocking the next level of personalization for the membership and account site.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" 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class="elementor-section-wrap"><section class="elementor-element elementor-element-3b6fc730 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="3b6fc730" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-60e6c452 elementor-column elementor-col-100 elementor-top-column" data-id="60e6c452" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-2b626f04 elementor-widget elementor-widget-text-editor" data-id="2b626f04" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-153bb45a case_study_page_header padding-y-0 warehouse_group-header elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="153bb45a" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-298c153b elementor-column elementor-col-100 elementor-top-column" data-id="298c153b" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-53017709 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="53017709" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-35808c1c page_header_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="35808c1c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5bb562a8 case_study_header_title lamoda elementor-widget elementor-widget-heading" data-id="5bb562a8" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">Sky (NowTV, WOW, Sky X) personalizes subscription management for millions of viewers</h1></div></div><div class="elementor-element elementor-element-368f538c case_study_header_text elementor-widget elementor-widget-text-editor" data-id="368f538c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>See how Europe’s largest media company and pay-TV broadcaster optimized and personalized its subscription management sites for 3 services across 5 regions, reducing churn and creating a more streamlined experience for millions.</p></div></div></div><div class="elementor-element elementor-element-25b64c9 download_the_pdf elementor-widget elementor-widget-html" data-id="25b64c9" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <a class="pulse-button" target="_blank" href="/sky-case-study/"> Download the PDF <span class="dy-pulse"></span> </a> <span>* Email not necessary to download</span></div></div></div></div></div><div class="elementor-element elementor-element-6ed465b6 page_header_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="6ed465b6" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-df46f10 elementor-widget elementor-widget-html" data-id="df46f10" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/header-image-2.png" alt="Sky header image" class="ATF" width="394" height="396"></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-4a245cf elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="4a245cf" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-ce45511 elementor-column elementor-col-100 elementor-top-column" data-id="ce45511" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-90d7d4a elementor-widget elementor-widget-shortcode" data-id="90d7d4a" data-element_type="widget" data-widget_type="shortcode.default"><div class="elementor-widget-container"><div class="elementor-shortcode"><div class="cs-ind-cap-wrap"><div class="cs-ind-cap-container"><div class="cs-ind-col"><div class="cs-ind-cap-heading">Industry</div><div> <a href="https://www.dynamicyield.com/media"
title="Media"
target="_blank">Media</a></div></div><div class="cs-cap-col"><div class="cs-ind-cap-heading">Capability Used</div><div> <a href="https://www.dynamicyield.com/target/"
title="Target"
target="_blank">Target</a> <a href="https://www.dynamicyield.com/optimize/"
title="Optimize"
target="_blank">Optimize</a></div></div></div></div><style>.cs-ind-cap-wrap {
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elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1f0ea2f2 elementor-column elementor-col-25 elementor-inner-column" data-id="1f0ea2f2" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-58244985 elementor-widget elementor-widget-text-editor" data-id="58244985" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>4.8% uplift </p></div></div></div><div class="elementor-element elementor-element-2128190e statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="2128190e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>in product tenure from guided experiences targeted to current subscribers</p></div></div></div></div></div></div><div class="elementor-element elementor-element-21a19a11 elementor-column elementor-col-25 elementor-inner-column" data-id="21a19a11" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-3195a336 elementor-widget elementor-widget-text-editor" data-id="3195a336" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>39% decrease</p></div></div></div><div class="elementor-element elementor-element-5cd069e3 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="5cd069e3" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>in same-month cancellations as a result of optimizing new subscriber landing pages</p></div></div></div></div></div></div><div class="elementor-element elementor-element-3463356c elementor-column elementor-col-25 elementor-inner-column" data-id="3463356c" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-61809091 elementor-widget elementor-widget-text-editor" data-id="61809091" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>13% upsell increase</p></div></div></div><div class="elementor-element elementor-element-2842e9e4 statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="2842e9e4" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>to combo packages with long-term commitments from guided experiences</p></div></div></div></div></div></div><div class="elementor-element elementor-element-ef78bb3 elementor-column elementor-col-25 elementor-inner-column" data-id="ef78bb3" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-11743c5 elementor-widget elementor-widget-text-editor" data-id="11743c5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>140% uplift</p></div></div></div><div class="elementor-element elementor-element-2b08e5a statistic_bar_info elementor-widget elementor-widget-text-editor" data-id="2b08e5a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>from recently-lapsed subscribers when shown limited-time offer messaging</p><div> </div></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-6366b3b0 case_study_introduction_section padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="6366b3b0" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5e2b0785 elementor-column elementor-col-100 elementor-top-column" data-id="5e2b0785" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-fddeeb7 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fddeeb7" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-11e14300 elementor-column elementor-col-100 elementor-inner-column" data-id="11e14300" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-337f17d2 introduction_section_title elementor-widget elementor-widget-heading" data-id="337f17d2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Introduction</h2></div></div><div class="elementor-element elementor-element-800e042 introduction_section_desc elementor-widget elementor-widget-text-editor" data-id="800e042" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><a href="https://www.nowtv.com/" target="_blank"><span style="font-weight: 400;">Sky</span></a><span style="font-weight: 400;"> (NowTV, WOW, Sky X) is Europe’s largest media company and pay-TV broadcaster, with millions of subscribers across the continent. The business maintains separate sites, one for its streaming content, which houses programming, and another for its membership account pages, where millions of people can sign up or adjust their preferences and subscription plans. </span></p><p>The Sky team began its personalization journey with a legacy solution, and in 2021, they switched to Dynamic Yield’s Experience OS to scale their testing, deliver more targeted upsells, re-engagement experiences with deeper segmentation and AI-powered targeting, and move faster to deliver more time-sensitive messaging to prospects and customers.</p><p><b>The team of 117 cross-functional users, including marketers, analysts, developers, and product managers, runs over 150 A/B tests and hundreds more experience optimization campaigns every year, coordinated across three services (Sky X, WOW, and NowTV) in five regions: The UK, Ireland, Italy, Germany, and Austria.</b></p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-16bd4eec padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="16bd4eec" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-30fb958d elementor-column elementor-col-100 elementor-top-column" data-id="30fb958d" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-40539e46 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="40539e46" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-613cc2d0 case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="613cc2d0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-372192b b-lazy retina_parent elementor-widget elementor-widget-image" data-id="372192b" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Sky-x-logo-1.svg" class="attachment-full size-full" alt="Sky logo" /></div></div></div><div class="elementor-element elementor-element-45e832cf client_quote_text warehouse_group-text elementor-widget elementor-widget-text-editor" data-id="45e832cf" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>“Dynamic Yield allows our team to take risks and launch AI-powered personalization and experience optimization campaigns quickly and effectively, even without much dev resources. It’s how we’ve scaled and seen success in five regions with three services.”</p></div></div></div><div class="elementor-element elementor-element-3f1c1659 client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="3f1c1659" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>– Head of eCommerce Optimization and Personalization, Sky</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-541a5290 case_study_challenge padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="541a5290" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-239c7c73 elementor-column elementor-col-100 elementor-top-column" data-id="239c7c73" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-41e30f7b challenge_mobile_wrap_reverse elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="41e30f7b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1fcffb44 case_study_challenge_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="1fcffb44" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-58e84e29 challenge_img_text-box elementor-widget elementor-widget-text-editor" data-id="58e84e29" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><img decoding="async" class="alignnone wp-image-215696 size-full" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/challenge-image-2.png" alt="Sky challenge image" width="1012" height="1454" /></p></div></div></div></div></div></div><div class="elementor-element elementor-element-350baf9e case_study_challenge_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="350baf9e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-69bec5f6 challenge_title elementor-widget elementor-widget-heading" data-id="69bec5f6" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Challenge</h2></div></div><div class="elementor-element elementor-element-2746364 challenge_list elementor-widget elementor-widget-text-editor" data-id="2746364" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">In the streaming world, media companies win over the competition by creating urgency for prospects and engaging consistently with customers, two experiences that are most successful when the user sees relevant, personalized content.</p><p>Sky’s subscription plans are divided by content type to appeal to different viewers, allowing consumers to choose the path most relevant to them: Sports (channels), Cinema (films), or Entertainment (TV series). To convert new users and combat churn, Sky uses personalization to deliver an optimized account management page designed to consistently re-engage and create a sense of urgency. This is key to securing new business and continuing to retain and upsell existing users.</p><p>Capabilities of </span><a href="https://www.dynamicyield.com/experience-os/"><span style="font-weight: 400;">Experience OS</span></a><span style="font-weight: 400;">, such as the ability to run a single test across multiple regions and in multiple languages (using Multi-Language Campaigns), immediately deployable out-of-the-box templates, and a hybrid mix of client-side and server-side campaigns, make Dynamic Yield the right solution for Sky to deliver these experiences and reap impressive results.</span></p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-43c326c9 case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="43c326c9" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-de40279 elementor-column elementor-col-100 elementor-top-column" data-id="de40279" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-7378b2b2 execution_title elementor-widget elementor-widget-heading" data-id="7378b2b2" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Early Execution</h2></div></div><section class="elementor-element elementor-element-ddab2c8 case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ddab2c8" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-6016a6a elementor-column elementor-col-100 elementor-inner-column" data-id="6016a6a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-0c10bd4 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="0c10bd4" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Understanding Sky’s goals through its audiences</p></div></div></div><div class="elementor-element elementor-element-27b98cd execution_text elementor-widget elementor-widget-text-editor" data-id="27b98cd" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>At the macro level, the Sky team understands its A/B/n testing and personalization efforts through the lens of three main audience groups: prospects, current subscribers, and returning customers without a subscription (recently lapsed).</p><p>Campaigns and tests are organized around addressing different needs for these groups. For prospects, reducing friction builds confidence and improves conversion rates. For current customers, increasing engagement opportunities and educational messaging for cross-sells and upsells reduces the likelihood of churn. And for recently lapsed customers, win-back strategies increase the likelihood of returning business. This section will show examples of how the Sky team has successfully addressed these different needs with personalization and A/B testing across 3 services in 5 regions.</p></div></div></div><div class="elementor-element elementor-element-756f91e execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="756f91e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Reducing friction for prospects by increasing confidence</p></div></div></div><div class="elementor-element elementor-element-045e593 execution_text elementor-widget elementor-widget-text-editor" data-id="045e593" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Sky looks to convert more prospects into paying customers by increasing a sense of urgency, leaning into a “fear of missing out” — tactics which overall reduce friction, as a prospect gains more confidence in the decision to subscribe. The team constantly runs a variety of experiences to test effective methods for achieving this goal. One particularly successful campaign was the use of a Dynamic Yield template to trigger time-sensitive messages on the Sports page, informing visitors about impending live sporting events.</p><p>For example, prospects in the Austrian market who visited the sports subscription page were shown the following use case on web and mobile, promoting a popular upcoming football match:</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-4fd181e elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4fd181e" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-bd317f0 elementor-column elementor-col-100 elementor-inner-column" data-id="bd317f0" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-0a9d156 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="0a9d156" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-1-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 1"> <img decoding="async" width="1480" height="896" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-1-1.png" class="attachment-full size-full" alt="Sky screenshot 1" /> </a></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-ce852d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ce852d6" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-d00d727 elementor-column elementor-col-100 elementor-inner-column" data-id="d00d727" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-a51856b warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="a51856b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>This time-sensitive notification deployed on mobile and web in Austria to prospects visiting the Sports subscription page, prompting customers to choose a subscription to watch the upcoming football match.</i></div></div></div></div><div class="elementor-element elementor-element-fee160a execution_text elementor-widget elementor-widget-text-editor" data-id="fee160a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">Regionally-specific, personalized live-event notifications create a sense of validation for prospects on the fence and play into the FOMO. This experience in Austria yielded an overall</span><b> 6% conversion rate</b><span style="font-weight: 400;">, a </span><b>+3.1% uplift </b><span style="font-weight: 400;">compared to the control experience, which did not display any notifications or time-sensitive messaging about live sporting events. As a result of this success, similar campaigns were deployed in the UK and Italian markets, in different languages and featuring different events, with positive results. </span></p></div></div></div><div class="elementor-element elementor-element-6fa55da execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="6fa55da" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Testing experiences to increase customer engagement and reduce churn</p></div></div></div><div class="elementor-element elementor-element-fa060f8 execution_text elementor-widget elementor-widget-text-editor" data-id="fa060f8" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">The Sky team runs hundreds of tests yearly to optimize the current subscriber experience and improve business KPIs. One KPI priority for the team was to reduce churn from its newest subscribers. This audience is likeliest to cancel, sometimes even within 24 hours of signing up, but Sky hypothesized it could reduce immediate churn from this group by increasing user engagement with the content. </span></p><p><span style="font-weight: 400;">To achieve this, the team ran tests to see how they could quickly encourage brand-new users to interact with shows, films, and sports events. First, Sky tested different redirect pages for new users clicking their email verification link. The team wanted to identify the landing pages that would generate the most engagement and reduce churn within an immediate period of time. Sky found that new subscribers were more likely to consume content and stay engaged when redirected to the Web Watch site:</span></p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-90252fc elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="90252fc" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-d9fbfb1 elementor-column elementor-col-100 elementor-inner-column" data-id="d9fbfb1" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-05fa07f b-lazy retina_parent elementor-widget elementor-widget-image" data-id="05fa07f" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-2-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 2"> <img loading="lazy" decoding="async" width="1480" height="694" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-2-1.png" class="attachment-full size-full" alt="Sky screenshot 2" /> </a></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-493a083 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="493a083" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-581d8e3 elementor-column elementor-col-100 elementor-inner-column" data-id="581d8e3" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-5c6d930 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="5c6d930" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>In a test, Sky redirected new subscribers from their email verification straight to the Watch site, where users were more likely to engage immediately with content.</i></div></div></div></div><div class="elementor-element elementor-element-b3db218 execution_text elementor-widget elementor-widget-text-editor" data-id="b3db218" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">Sky deployed this experience in four regions, testing redirect page performance for new users from email verification. They found that a redirect to the Web Watch site yielded a </span><b>39% decrease in same-month cancellations</b><span style="font-weight: 400;"> for new users who interacted with the page during the testing period.</span></p><p><span style="font-weight: 400;">Following this success, the Sky team tested other ways to encourage content engagement from new subscribers. For example, they experimented with removing the “Skip” button from the onboarding page. This change required new users to select content preferences for their watch list and spend time browsing available shows, which educated them on the content available and built interest, ultimately reducing churn rate.</span></p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-4f68981 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4f68981" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-306e8df elementor-column elementor-col-50 elementor-inner-column" data-id="306e8df" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-6bdb022 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="6bdb022" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-3-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 3"> <img loading="lazy" decoding="async" width="724" height="552" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-3-1.png" class="attachment-full size-full" alt="Sky screenshot 3" /> </a></div></div></div><div class="elementor-element elementor-element-ef66596 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="ef66596" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>In this original experience, a “Skip” button is displayed, which allows the user to move past this page without selecting content for their Watch List.</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-b331086 elementor-column elementor-col-50 elementor-inner-column" data-id="b331086" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-7f80744 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="7f80744" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-4-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 4"> <img loading="lazy" decoding="async" width="724" height="552" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-4-1.png" class="attachment-full size-full" alt="Sky screenshot 4" /> </a></div></div></div><div class="elementor-element elementor-element-e81b5a6 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="e81b5a6" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>In this variation, the “Skip” button is removed, requiring the user to scroll through titles and select at least one show of interest.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-cb9422c elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="cb9422c" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-846e92e elementor-column elementor-col-100 elementor-inner-column" data-id="846e92e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-75da629 execution_text elementor-widget elementor-widget-text-editor" data-id="75da629" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">Six total tests, addressed to the three different subscription types, ran across all EU markets, prompting users to choose content to add to their watchlists after purchasing. The campaign yielded a significant increase in click-through rate to watch, most notably a +</span><b>33% increase </b><span style="font-weight: 400;">in the UK and a +</span><b>138% increase </b><span style="font-weight: 400;">in Ireland. On average, this campaign yielded a </span><b>-63.3% reduction in traffic </b><span style="font-weight: 400;">to the subscription management page for new subscribers across all markets, a strong factor in reducing churn. </span></p></div></div></div><div class="elementor-element elementor-element-8ddae29 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="8ddae29" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Leveraging guided experiences to upsell existing customers</p></div></div></div><div class="elementor-element elementor-element-c990fe5 execution_text elementor-widget elementor-widget-text-editor" data-id="c990fe5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>WOW, Sky’s service in Germany, was recently used as a launchpad to test the effectiveness of guided selling techniques to upsell existing customers. During the launch, the Sky team targeted subscribers who only had an Entertainment package. This package had less value and a shorter minimum commitment than the combined Film + Entertainment package, and Sky wanted to encourage upsells from this group with the following campaign.</p><p>The team ran an initial CTA on the WOW homepage and redirected users who clicked on the membership CTAs to a guided selling journey, promoting upsells by displaying a reduced rate option with a longer commitment period.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-57cf7a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="57cf7a7" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-363aa7d elementor-column elementor-col-50 elementor-inner-column" data-id="363aa7d" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-6115d80 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="6115d80" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-5-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 5"> <img loading="lazy" decoding="async" width="724" height="532" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-5-1.png" class="attachment-full size-full" alt="Sky screenshot 5" /> </a></div></div></div><div class="elementor-element elementor-element-6be9555 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="6be9555" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>Step 1: Sky put the three entertainment package options on its hero banner, delivering a clear CTA to prospects.</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-775b884 elementor-column elementor-col-50 elementor-inner-column" data-id="775b884" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-f0d89dc b-lazy retina_parent elementor-widget elementor-widget-image" data-id="f0d89dc" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-6-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 6"> <img loading="lazy" decoding="async" width="724" height="944" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-6-1.png" class="attachment-full size-full" alt="Sky screenshot 6" /> </a></div></div></div><div class="elementor-element elementor-element-b65f927 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="b65f927" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><em>Step 2: from each CTA, Sky redirected users to an upsell page instead of the control checkout experience. This educated users on the savings available for each subscription type and encouraged a longer commitment.</em></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-114b004 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="114b004" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-8b38b49 elementor-column elementor-col-100 elementor-inner-column" data-id="8b38b49" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-dd5fc8e execution_text elementor-widget elementor-widget-text-editor" data-id="dd5fc8e" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">By redirecting visitors to an upsell page instead of the control checkout experience, users were better educated on the savings available for each subscription type. From this guided selling test in the German region, the team saw a </span><b>+4.8% uplift in product tenure </b><span style="font-weight: 400;">and a </span><b>+13% increase in </b><span style="font-weight: 400;">upsells to a combined subscription plan.</span></p><p><span style="font-weight: 400;">This campaign was the initial test that kicked off a larger guided selling approach Sky launched across 3 EU markets, involving content, radio buttons, offer formatting, and product mix. A few examples from other markets can be seen below: </span></p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-0b862d9 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="0b862d9" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-71256a2 elementor-column elementor-col-50 elementor-inner-column" data-id="71256a2" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-ff1133a b-lazy retina_parent elementor-widget elementor-widget-image" data-id="ff1133a" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-7-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 7"> <img loading="lazy" decoding="async" width="724" height="446" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-7-1.png" class="attachment-full size-full" alt="Sky screenshot 7" /> </a></div></div></div><div class="elementor-element elementor-element-5f4aa7c warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="5f4aa7c" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>In this guided experience in Italy, similar logic from the initial German campaign was applied, but Sky tested design differences by adding radio buttons on the upsell page.</i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-06f0de9 elementor-column elementor-col-50 elementor-inner-column" data-id="06f0de9" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-b884886 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="b884886" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-8-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 8"> <img loading="lazy" decoding="async" width="724" height="492" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-8-1.png" class="attachment-full size-full" alt="Sky screenshot 8" /> </a></div></div></div><div class="elementor-element elementor-element-fc111e8 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="fc111e8" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i> In this guided experience in the UK, Sky directed all users who clicked on the Cinema package to this upsell page instead of the checkout page.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-ba99c0f elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="ba99c0f" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-63f6840 elementor-column elementor-col-100 elementor-inner-column" data-id="63f6840" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-611ff92 execution_text elementor-widget elementor-widget-text-editor" data-id="611ff92" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">The radio buttons test in Italy drove a</span><b> +6% uplift in purchases</b><span style="font-weight: 400;"> of the membership with a longer commitment period. The redirect test in the UK drove a </span><b>+4% uplift </b><span style="font-weight: 400;">in prospect click-through rate, and a </span><b>+3% uplift </b><span style="font-weight: 400;">overall in purchases of the bundle subscription.</span></p></div></div></div><div class="elementor-element elementor-element-9ceca68 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="9ceca68" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Re-engaging churned customers with limited-time offers</p></div></div></div><div class="elementor-element elementor-element-d62d33b execution_text elementor-widget elementor-widget-text-editor" data-id="d62d33b" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Sky uses Dynamic Yield to segment its former customer audience into subcategories, including known users with a recent purchase and known users who haven’t purchased within the last 30 days. Based on each group, Sky either deploys a personalized, limited-time offer to the visitor (with the goal of winning back churned customers), or deploys campaigns that cross-sell memberships to the existing former customer base.</p><p>For example, in the following campaign that ran in Italy, Sky identified former customers with recently-lapsed Entertainment or Cinema subscriptions, as well as known users with no recent subscriptions, and showed each group exclusive limited-time offers.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-d14f405 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="d14f405" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-141533a elementor-column elementor-col-50 elementor-inner-column" data-id="141533a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-c3280e0 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="c3280e0" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-9-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 9"> <img loading="lazy" decoding="async" width="724" height="854" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-9-1.png" class="attachment-full size-full" alt="Sky screenshot 9" /> </a></div></div></div><div class="elementor-element elementor-element-c49da62 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="c49da62" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>This limited-time offer appeared to customers in Italy with recently-lapsed Cinema or Entertainment subscriptions. It offers an exclusive discount on Cinema and Entertainment. </i></div></div></div></div></div></div></div><div class="elementor-element elementor-element-23e29be elementor-column elementor-col-50 elementor-inner-column" data-id="23e29be" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-ded1467 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="ded1467" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <a href="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-10-1.png" data-elementor-open-lightbox="yes" data-elementor-lightbox-title="Screenshot 10"> <img loading="lazy" decoding="async" width="724" height="724" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-10-1.png" class="attachment-full size-full" alt="Sky screenshot 10" /> </a></div></div></div><div class="elementor-element elementor-element-d7b7ca7 warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="d7b7ca7" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -20px auto 20px auto;"><i>For returning customers with no recent subscription, this limited-time offer appeared in Italy, offering exclusive pricing for all three subscription types.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-fe49f55 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="fe49f55" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-a9ac31a elementor-column elementor-col-100 elementor-inner-column" data-id="a9ac31a" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-62214f3 execution_text elementor-widget elementor-widget-text-editor" data-id="62214f3" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">Returning customers who landed on the site directly from media campaigns and viewed this experience had the </span><b>highest conversion rate of 23%</b><span style="font-weight: 400;">. In contrast, the control offer experience for this same group had a conversion rate of only 4%, meaning the variation yielded about a </span><b>+140% uplift </b><span style="font-weight: 400;">in orders over four weeks when compared to the control.</span></p></div></div></div><div class="elementor-element elementor-element-08fb9d7 execution_subtitle lamoda elementor-widget elementor-widget-text-editor" data-id="08fb9d7" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Expanding personalization horizons with a product feed</p></div></div></div><div class="elementor-element elementor-element-6a9be10 execution_text elementor-widget elementor-widget-text-editor" data-id="6a9be10" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>Until recently, Sky’s personalization program achieved results in conversion, cross-sells, and upsells through experiences based on context, profile and subscription data, and UX experiments. Sky did not run advanced recommendations due to the lack of a product feed. However, the team recently prioritized and completed work on an initial product feed. This exciting accomplishment empowers them to recommend content and create dozens more personalized touchpoints with visitors, the first step in an ambitious roadmap.</p><p>To test the feed, the Sky team deployed an early use case leveraging a Dynamic Yield template, designed to re-engage newly-cancelled users. The campaign serves these churned users with a survey to help learn customer pain points. Then, it recommends content, articles, and more based on responses, adding a layer of personalization to the experience and creating a new touchpoint with this group.</p></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-74cce3a elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="74cce3a" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-9185ba4 elementor-column elementor-col-100 elementor-inner-column" data-id="9185ba4" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-70ccde2 b-lazy retina_parent elementor-widget elementor-widget-image" data-id="70ccde2" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img loading="lazy" decoding="async" width="952" height="660" src="https://www.dynamicyield.com/wp-content/uploads/2024/02/Screenshot-11-1.png" class="attachment-full size-full" alt="Sky screenshot 11" /></div></div></div><div class="elementor-element elementor-element-f1ac2ff warehouse-text-italic elementor-widget elementor-widget-text-editor" data-id="f1ac2ff" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><div style="color: #4b4b4b; font-size: 12px;max-width: 550px; margin: -10px auto 20px auto;"><i>This survey, built with an out-of-the-box template, has allowed Sky to test its new product feed MVP. The survey engages with newly churned subscribers to learn their pain points, then recommends content, articles, and more based on responses.</i></div></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-07061f4 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="07061f4" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-0b7ed42 elementor-column elementor-col-100 elementor-inner-column" data-id="0b7ed42" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-6424aed execution_text elementor-widget elementor-widget-text-editor" data-id="6424aed" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p>This test use case helped the Sky team determine best practices for a more detailed product feed that will be developed in the coming months, empowering them to surface recommendations and personalization in the Help sections and create a more seamless, automated customer service experience.</p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-5d91821b case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="5d91821b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1c34ca81 elementor-column elementor-col-100 elementor-top-column" data-id="1c34ca81" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-5eaf934b elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5eaf934b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-75b70453 elementor-column elementor-col-100 elementor-inner-column" data-id="75b70453" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-1cceb629 takeaway_title elementor-widget elementor-widget-heading" data-id="1cceb629" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Key Takeaway</h2></div></div><div class="elementor-element elementor-element-5a8075b5 takeaway_text elementor-widget elementor-widget-text-editor" data-id="5a8075b5" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">For Sky, personalization and A/B testing optimization are critical to reduce churn, increase subscriber loyalty, and win back lapsed customers. But their success to date is only the starting point: with the introduction of a product feed, the team has laid the groundwork for an exciting personalization roadmap that includes content and subscription recommendations, the key to creating a more seamless, automated customer service experience. In the next year, the team aims to focus on more recommended content, and they plan on leveraging new analytics capabilities through native, out-of-the-box integration with mParticle, where they will combine insights from Experience OS, their analytics platform Contentsquare, the streaming sites, and more. By adding in data from the streaming sites, the team will gain the ability to create experiences based on a subscriber’s watch history and preferred shows, unlocking the next level of personalization for the membership and account site. </span></p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-8f67581 case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="8f67581" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-4e18afa elementor-column elementor-col-100 elementor-top-column" data-id="4e18afa" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-4701370 get_your_demo elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4701370" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-ac29474 elementor-column elementor-col-100 elementor-inner-column" data-id="ac29474" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-e410281 get_your_demo_title elementor-widget elementor-widget-heading" data-id="e410281" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">GET YOUR DEMO</h2></div></div><div class="elementor-element elementor-element-0cf0a48 elementor-widget elementor-widget-html" data-id="0cf0a48" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <script src="//pages.dynamicyield.com/js/forms2/js/forms2.min.js"></script> <div id="cs-form-wrapper"><form id="mktoForm_3739"></form> <script>MktoForms2.loadForm("//pages.dynamicyield.com", "386-GHP-185", 3739, function(form) {
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