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DN Drives Reader Conversion with
Norkon's Financial Portal Pulse

50k visitors visit DN's Investor page on a daily basis for latest stock market news and analytical insights

DN Investor Pulse-1
DN Investor market data-2
DN Investor market perf-1
DN investor stock perf-1

Introduction
In 2016, Dagens Næringsliv, the leading financial newspaper in Norway, launched their new DN Investor page, a portal where readers can get up to speed with real-time stock market data provided by Pulse, analytical insights, and related journalistic content all in one place.

The Investor portal serves just under 50,000 visitors daily. Unlike professional terminals, DN Investor aims at providing all the relevant financial market information and journalism in a user-friendly, consumable and affordable way, catering to private individuals who are interested in learning more about investing, to analysts and professional brokers who visit the Investor site to stay informed on relevant news.

DN Investor sets the precedent of where financial stock market data meets journalistic news, providing readers with all the relevant insights in one place.

The challenge: Meeting user requirements

“We have seen in user testing that our readers have an urge - a constant urge - to keep being updated and informed, so they want as much information as possible as quickly as possible about the things they care about,” shares Are Westerink Sandvik, Product Manager at DN. 

With today's short attention spans, DN had to ensure that their readers would immediately be served with personalized information when visiting the Investor page.

DN also noticed that a significant portion of Investor web visitors are exclusively visiting the financial section, making up for a very particular and targeted audience.

The results
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.

DN Investor Pulse quote

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”, explains Are.

 

 

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.

In Numbers

Investor Stats

Watch the full DN interview here

DN interview Pulse

Why Choose Pulse For Your Website?

A game changer to convert readers with your financial section

Serve all the relevant stock market insights from your financial portal and satisfy your readers' needs to get personalized information they care about at one glance.

 

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Grow subscriptions

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Drive commercial partnerships

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75% more page visits and 125% higher average time on site