Case Study:
The Street
The Challenge
TheStreet is a distinguished, trusted and reliable source for news, analysis and information of the financial markets, economy, sector trends, investment and financial planning. Headquartered in New York, TheStreet offers a range of subscription products combining commentary, tools and interactive community features.
Good Growth were engaged by the senior leadership team to develop the insight and innovation that would drive their growth agenda and deliver this in a way that was easily communicable to stakeholders and investors on quarterly calls.
Good Growth quickly partnered with TheStreet’s team to deliver and build a prioritised set of changes based on the growth agenda. I was impressed with Good Growth’s understanding of the industry and project discipline that enabled us to deliver the growth plan in less than six weeks.”
The Approach
In just six weeks, Good Growth addressed key leadership questions and built a plan for growth. This work was a blend of:
· 6,000 survey responses
· 15,000 page views in heatmaps
· Full audit and analysis of Google Analytics Data
· Competitor Analysis
· Heuristic Review of the full site
The Findings
The insight platform highlighted key opportunities in the transaction funnel to grow subscriptions and opened a broader opportunity of converting lower propensity traffic (i.e. those who will only purchase if they find the right product) into paid subscribers.
Broadly the findings centred on four key themes:
· Driving interest and engagement
· Clarity of products
· Communication of value
· Trust and social proof
The Results
As a consequence of these initial insights, the leadership’s questions were answered and the team at TheStreet began to implement a strategy that addressed the opportunities highlighted by the Good Growth insight platform.
