DN drives reader conversion with its financial portal
Attracting 50k daily visits for stock market news and analytical insights
The Solution: Getting a Daily Pulse of the Stock Market
DN met this requirement with Norkon’s Pulse technology, a solution that introduces a whole new level of personalization by tailoring financial news consumption to individual users’ preferences.
Pulse serves a constant stream of financial data in real-time from market data providers while also enabling newspapers to build their financial section page in a modular way, handling most of the technical aspects and freeing up newspaper developers’ time and resources.
DN Investor visitors are also able to see personalized content at a glance, including the latest updates on tickers, portfolios, asset watch lists, and personal favorites. These personalized elements that Pulse enables have significantly impacted the user experience, prompting DN to ensure that readers’ market data preferences follow them throughout their navigation journey on the DN website.
“Being able to view the Investor watchlist while navigating to the DN front page has proven to be an important factor. When readers arrive at our front page, they immediately see the tickers they care most about in the top bar. Pulse allows us to meet our users’ demand very quickly.”
– Are Westerink Sandvik, Product Manager, DN Media Group
Driving registrations for real-time numbers
Any website visitor can freely access Investor, create a login and experience some of the personalization features for free, such as creating a watch list, favorites, and portfolios.
However, there is a 15-minute delay on all the financial data. This is the first touchpoint that encourages visitors to become paid subscribers in order to access the numbers in real-time. A second touchpoint is the access to relevant journalistic content as most of the articles are behind a paywall.
The unique combination of real-time stock market numbers and related qualitative journalistic news has added significant value to DN’s readers. DN has witnessed a significant and immediate surge in web traffic to the Investor platform since its launch and continuing to the present day.
New Advertisement Venues
Like many newspapers, commercial partnerships with advertisers make up for an essential part of the equation when it comes to revenue strategies. While DN has a solid track of success for prints since the early 1800, DN is not immune to the shifting consumer trends in the digital space – a challenge faced by all media businesses.
DN’s Investor space provides the publisher with tools to work with advertisers and partners in new ways by offering sponsored, curated content to DN’s users, such as webinars or podcasts.
“Advertisers are getting a lot of attention by offering content on our platform which is much more relevant to users. When entering the Investor page with finance journalism and numbers, you’re not served with e-commerce advertisement, for example. Instead, you’re seeing a financial podcast or a webinar ad about macroeconomics, so it’s relevant for you, yet it is provided by one of our partners and their experts.”
– Are Westerink Sandvik, Product Manager, DN Media Group
Watch the full DN interview here:
The results: Driving conversions home
When DN first launched its Investor portal in 2016, it immediately saw the benefits as increasingly more web visitors navigated to the platform daily for updates on various currencies, stocks, and funds that interested them. 7 years later, DN’s web traffic analysis indicates that users return daily to three times a week to the Investor page.
Today, Investor is a critical component of DN’s ecosystem as the traffic to the Investor page accounts for one-third of DN’s total web traffic.
“We are humbled to know that people are using us as a reliable information source to make decisions with their life savings and their earnings”, shares Are Westerink Sandvik.
Grow subscriptions
Drive commercial partnerships
75% more page visits – 125% higher average time on site
Keeping news constantly fresh
DN shares “we want to be exclusive and have the best investigative coverage, balanced with being the best in breaking news. We know that a full article takes a lot of time to produce, but we need to be able to publish something more, all the time, when that high-quality content is being created.”
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Product Development at Norway's leading financial news publication
Whether bundling different services for readers, leverage stock market gamification to attract younger audiences or explore future AI-driven services – DN Media Group shares insights and successes to continuously improve their digital offering.
Game on!
5 European companies, DN among them, leveraged Fantasy Funds to attract and engage thousands of new readers. Read up on the strategies and unique game elements which the different publications chose to focus on.
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