The Wall Street Journal
Industry: Publishing
One of the world’s most influential business publications, The Wall Street Journal reaches over 3.7 million readers across digital and print. Known for its in-depth reporting and market insights, the WSJ is a leading subscription-driven media brand.
The Brief
The Wall Street Journal set an ambitious goal: reach 3 million active subscribers. But while new sign-ups were strong, too many users were disengaging early in the journey. Daydot was brought in to understand what drove long-term engagement and how to nudge new subscribers towards these behaviours from day one.
Through their laser-guided research strategy to inform a robust conversion rate optimisation plan, we have learned a shocking amount about our own business.”
— Peter Gray, VP Product Optimisation, The Wall Street Journal
The Numbers
+18%
Increase in trial retention rate
+980%
Uplift in newsletter signups
+155%
Uplift in app downloads
The Solution
We launched The Habit-Forming Project: a strategic programme built on over 100 targeted experiments. Using behavioural insights and real-time user data, we identified high-value habits like app downloads and newsletter sign-ups, and designed interventions to encourage them. Every test was geared toward increasing early engagement and improving retention
The Results
The results were transformational. Newsletter sign-ups increased by 980%, app downloads rose by 155% and the trial retention rate improved by 18% - all pointing to deeper engagement and a stronger foundation for long-term growth.
