Onefootball increased users’ sessions by 5% by testing features before releasing them Introduction Onefootball is a leading mobile football (soccer) app. Based in Berlin, they fuel the passion of five million fans around the world using iOS and Android devices, plus millions more on desktops. Onefootball provides three types of custom app content: raw data such as match scores; user-generated content (UGC), such as tweets; and content created by their newsroom and bloggers. Challenges One feature Onefootball tested was a Top News section on the app’s News stream. Before releasing it, they wanted to determine whether boosting engagement with a collection of news content above the fold might inadvertently lower revenues. Specifically, they worried that users would simply stop a

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