The News Minute (TNM) is an independent media organization publishing news, ground reportage, analysis, and expert opinion on a wide range of issues and events. TNM is a diverse and inclusive women-led organization headquartered in Bengaluru with journalists across all major south Indian cities. TNM is primarily reader-funded, with subscriptions and support campaigns being the mainstay of revenue.
Impact and results
- Sign ups increased by 833% in the first 90 days after implementing One Tap
- Average sign ups per day increased almost 9X
- Google One Tap now drives almost 100% of all new sign ups
- Subscription revenue increased by 15% as a result of implementing One Tap (measured in the immediate 90 days following the One Tap implementation)
Challenges and goals
Readers want a seamless and easy sign in experience when visiting TNM. The original user flow was full of high friction steps, like requiring multiple text fields to be completed and lengthy wait times for one-time passwords to be sent, creating a cumbersome sign up experience.
Separately, TNM struggled to easily collect users' email addresses, which was a primary method to communicate with users. TNM historically ran campaigns to collect email addresses, which resulted in mediocre response rates.
Implementation
TNM used a third-party development service to complete the Sign in with Google button and Google One Tap implementations. The team was able to complete the Google One Tap implementation in approximately one week and the button flow implementation in two weeks.
Solution and results
The main attraction of implementing Google One Tap was the simplicity - it significantly reduced friction in the sign up flows, eliminated the need to use a one-time password, and leveraged the industry leading brand of Google. Another advantage was the familiarity of the solution - this was something users do across the web and are comfortable doing, which led to significantly fewer incomplete sign-ups.
With the ability to deliver more streamlined targeting, One Tap has enabled an uplift in subscription revenue of approximately 15%, measured in the immediate 90 days following the One Tap implementation. This was driven by an increase in new user acquisition at the top of the funnel, resulting in a larger set of new users who were shown new subscription appeals.
Comparing 90 days before and after implementing One Tap, new user sign ups increased by 8X. This directly increased subscription revenue and resulted in a significantly larger audience to take on the subscriber journey.
