Kauppalehti identifies “audience pockets” to advance customer funnel

By Johanna Suhonen

Alma Media

Helsinki, Finland


Google has delayed its plans to phase out third-party cookies in the Chrome browser until next year, but most companies in the media industry probably have collecting first-party data high on the task list.

We all know what is at stake and what we can achieve with registration data. However, good ideas about how to create a level of engagement and loyalty that moves users so they become registered and known are not so easy to find.

At Kauppalehti, the leading business daily in Finland, we have worked with our registration funnel for more than a decade. With our audience, it is evident we truly have to offer something valuable to get users to hand out their data in exchange. The biggest part of our registration data comes from our first paywall. This is based on a metered model, where a user gets more articles to read after registration.

Getting engaged users to register on the Kauppalehti site has been challenging, but narrowing in on the features these users find helpful has proven successful.
Getting engaged users to register on the Kauppalehti site has been challenging, but narrowing in on the features these users find helpful has proven successful.

In addition, one of the most efficient registration points has been personalised tools for investment data, like a stock portfolio tool.

While we have been successful in collecting registration data, there is still a lot to do. A good part of the audience has registered, but how do we engage the rest — those smaller, but maybe a bit more stubborn, groups of users? With analytics data, we can spot “audience pockets” that use our site or particular sections of it frequently but don’t seem to move forward in the customer funnel. They don’t want to register, let alone subscribe.

One of these audience pockets was in our KL NYT (Kauppalehti Now) section, which is real-time news service with fast-moving headlines on market events. A small but exceptionally engaged group of readers use this section a lot. Both the time spent on the site and the number of pageviews are more than double compared to average, but only one-third of these readers were subscribers and hardly any logged in.

As the engagement rate shows, there is real value in this section to a certain user group. So could we at least just ask them to log in?

We designed a new layout for the section and for the KL NYT element on the front page of the Kauppalehti Web site, which showed only a couple of the newest headlines and a request: You can see more content by logging in.

The first results are great. From KL NYT we have seen an 80% increase in new registrations and 22% improve in logins. Overall, the share of logged in usage (sessions) at Kauppalehti has increased by 12%.

After we spotting all the obvious places and moments to collect registrations, it is time to go after smaller groups and not-so-apparent use cases. Naturally, data is once again the tool telling us where to find these services that are important and engaging to smaller user groups — groups we can ask for a little bit more information about themselves in an exchange for a good service.

About Johanna Suhonen

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