Sharper Insight. Smarter Investing.

Max Martin

Products

Allen Peng

Editorial

Anne E. Kim

Sales & Planning

Jordan Liss

Ad Operations

Sneha Sharma

Content Operations

Charlotte Wold

Editorial

Nick Ferrandino

Marketing

2016 Summer Interns

Fixing The Leaky Bucket

2

Introduction

Objective: Lock in users long term by driving traffic from the simulator to content and markets

How: Two Part Solution

● By linking relevant content to the simulator

● By integrating the new markets experience in the simulator

3

Who They Are

Source: Google Analytics, July 2015 - July 2016.

4

76.2M Global yearlypageviews 36.2M Global yearly unique

pageviews

User Profile In Numbers

10.37%of Global yearly

Investopedia page views

6/10Top Pages on Investopedia

IN COMPARISON DEMOGRAPHICS

18-34Avg Age

MaleGender Majority

Why?

Driving young simulator users to content and the markets experience will make

Investopedia their go-to investment website and build lasting brand loyalty.

The goal is to keep them on our site and deter “graduation” from Investopedia

to competitors such as Marketwatch, Bloomberg and alike. Long term this will

monetize as our readers get older, short term it will increase pageviews.

5

Thesis

Content

Two main types of content: News and Educational

● For news content we will focus on the 3 most trafficked parts of the simulator

1. Home Page

2. Portfolio

3. Trade

● We want to consolidate the educational content to one page called “Learning

Center”

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News Content

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News Content

Goal: Drive traffic from the three most visited sections of the simulator to news content

Get them hooked.

The problem?

● Either no content at all - or hidden!

How?

● Make the content more visible and strategically placed on the sit

o Accessibility

● Make sure the content shown is relevant to what the user is doing.

o Logical assumptions..

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Homepage

● Wasted space

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● Second most used ● Some content

Homepage Mockup

● Condense GA & SA

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● Articles of Interest

Portfolio Page● Vertical lists

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● Some timeless content● Most used page!

Portfolio Mockup ● Consolidate the portfolios

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● Content: tickers; market news

Trade Page● “Action page”● Content: tickers; chart advisor; quotes page

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Why do all this?

● To familiarize, accustom and hook them on

Investopedia content!

-Make the now-young but future-mass-affluent users stay!

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Educational Content

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16

Scattered Information

Help, How to, Tutorials, etc.

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Learning Center: Consolidation

198 MUsers drop off from the simulator after first interaction out of 249 M

1:29 MinutesAverage time spent in the simulator

These two problematic numbers can be improved by having informed user base through a manageable and engaging Learning Center

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21% to Completion Click here to obtain your Investopedia Certificate

Complete Click here to obtain your Investopedia Certificate

Learning Center: Home Page Concept

After completion

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Learning Center: Topic Page Concept

Go Back Next Category (2/4) Quiz

Each topic will have a guided page

User can go to home screen, back or next category

On the final category’s page, they will have access to take the quiz

When the quiz becomes available, it will turn green

Quiz

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Learning Center: Quiz Concept

Which of the following is a type of stock?

• Put

• Call

• Preferred

• Callable

1

Which stock exchange is also known as “Big Board”?

• London Stock Exchange

• New York Stock Exchange

• Bombay Stock Exchange

• Tokyo Stock Exchange

2

Go Back Quiz: Stocks Submit User must pass the quiz to complete the topic

Right answer will be marked green

Wrong answer will be marked by red, and prompted to review material

When the prompt is clicked, the related article opens in the next tab and user can retry

When all answers are correct, user will be able to submit which will turn green

Submit

Review material forthis question

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Learning Center: Confirmation Concept

CONGRATULATIONS! You have successfully completed Investopedia’s Investment Course. Please feel free to test newly acquired skills on Investopedia’s Stock Simulator.

to receive your certificate on your email.

Don’t forget to stay up-to-date with the latest news in the Investment world. ☑ Sign up for newsletter.

Click Here

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Topics and Categories

Investment 101

• Stock Basic Tutorial

• Ratio Analysis

• Introduction to Fundamental Analysis

• Analyzing the Chart

Stocks• Options Basic

• Introduction to Option Types

• Beginners Guide to Trading Future

• Option Volatility

• Advanced Financial Statement Analysis

OptionsInvestopedia Simulator Guide

• ETF’s (Exchange- Traded Fund)

• Investing Index

• Guide to ETF provider

ETF

• Beginner’s Trading Fundamental

• Basic of Trading System

• Broker and Online Trading

• How to Start Trading

Trading

• Basics of Technical Analysis

• Chart Types

Technical Analysis

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Learning Center: Why is it important?

Consolidate all educational content related to the simulator and organize under one tab with improved user experience

Utilizing the freed up space for relevant and timely contents

Increase revenue in the process by driving traffic to already existing content

Provide incentive for users to learn more about Investments

Assist sales team by packaging similar contents

Sharper Insight. Smarter Investing

24

Learning Center: Vision

Launching Investopedia Academy

An online certification program covering a range of topics which people can earn to start or move up the career.

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Vision: Investopedia Academy

Academy

Leverage Investopedia’s existing educational content, credibility and large user base

Providing them extra incentive and motivation to be more engaged and stay on the

website longer

Build brand recognition by launching multiple certification programs which people can

put on their resume and become industry standard for financial competence

• E.g. Bloomberg’s BAT test, Microsoft certification or even SAT

51%

306 BTotal global expenditure

for training

Users visit Investopedia for educational content

46 secondsAverage time spent on the

simulator trading page

MARKETS

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Why Should We Care?● New Markets page on Investopedia● Technology and Maintenance of Brand Image● Monetization

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65MMMonthly Global Views on Main

Site

Global monthly pageviews

1MMMarket Views Past 6 Months

6/10Top Pages on Investopedia

PAGEVIEWS DEMOGRAPHICS

18-34Avg Age

MaleGender Majority

31Avg Time Spent

on Page

Opportunities

$44B $600B

Consumer Spending

Brand Loyalty

#1 CareerBusiness

Management and Admin

Tech Savvy

Source Google Analytics Jan-Aug 2016PayScale Survey 2014Deloitte Millennial Survey 2016Ernst & Young Global Limited,

1. Engagement 2. Unique Tools 3. Transparency

● 4th in number of pageviews on simulator

● Only 12% of users redirect towards content

● Avg Time is 30 seconds

● Unobvious

● Hidden tools

● Dead weight loss

● 3.5X more views on Markets Simulator Page

● Simulator Market page 10th most visited page on site

● Markets homepage 92nd most visited page on site

Markets: The Problem

-Inaction-High bounce rates

-Unpleasant user experience -Untapped/Lost revenue(~$13,000 Every 6 months)-Loss of future audience

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Markets: The First Step

1. Direction2. Action 3. Purpose

● Create a relationship between markets and research

● Make the title actionable meaning users will be inclined to click here in order to enhance their own learning experience

(Stock Research)

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Within the Simulator Menu Tab

Markets: Stock Analysis

● About○ Analysis and Options is a tab within markets homepage

full of market analysis on specific stocks as well as economic trends

○ Market related content.○ 200,000 page views annually

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Markets: Stock Analysis

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Markets: Chart Advisor

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Markets: Chart Advisor

● Great source of Technical analysis

● Easy to use for beginners to more advanced chart readers

● 113,000 Annual page visits

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Markets: Sectors

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Markets: Sectors

● What is a Sector

● No Visibility

● 128,000 page views annually

● Solution

○ Include sector/industry on simulator

○ “Sector (Industry Categories)”

○ Include popup bubbles

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Markets: Sectors

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Markets: ETF Center

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Markets: ETF Center

● Great source of ETF information and analysis

● For any Investor experience level

● 733,000 Annual page visits

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Markets Data

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Watch-list

Objective: Push new watch-list onto simulator (Stock Research) page.

Why?● Drive users to new market page● Increase revenue● More user friendly

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Watch-list Problems

Why?Existing Watch-list● Non-user Friendly● Missing Metrics● Bland interface

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Watch-list Problems

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Competitive Landscape

● Stocktwits● Marketwatch● Sprinklebit● Tradebird

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Competitive Landscape: Stocktwits

Stocktwits is a social media investing platform that allows users to see “tweets” about stocks

● Simple to use● Customizable● Can add stocks in watchlist● Connected to brokerage account● Can only have 1 watchlist

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Competitive Landscape: Tradebird

● About○ A watch list app where the main emphasis is the

discussion forum of the site○ Easy usability, easy to navigate○ Has a “tag word post page” that the user can follow

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Competitive Landscape: Tradebird

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Competitive Landscape: Sprinkle-Bit

● Simple to use● Can trade in watchlist● Linked to real brokerage account● Watchlist not easy to find● Located at bottom of page

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Sprinkle-Bit is a “social simulator” website that allows users to invest virtual capital and connect with other Sprinkle-bit users

Competitive Landscape MarketWatch

● A financial information website that provides business news, analysis, and stock market data.○ It has a global markets table on top of the homepage○ Has news and historical charts○ Has important metrics such as

■ Valuation metrics■ Financial statements■ Charts

○ Watchlist■ Price■ Point change■ % Change■ Average Volume traded■ Day & 52 week price change

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Competitive Landscape: MarketWatch

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Things to Include:in new Watchlist

● Price● Price Point Change● Price Percent Change● Volume● P/E Ratio● Beta● EPS

Benefits:replacing old watchlist with new

● Better User Experience● Promotion of New

Markets Page● Redirect Simulator

Traffic to Ad Pages

● Drawing users to the Simulator Markets Page

● Directly linking the Simulator Markets Page and Main

Site Markets Page

Usability: Objectives

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Overall: Graduate simulator users to main site [Brand Loyalty, Page Views, Ad Revenue]

“Sharper Insights, Smarter Investing.”

Focus:

User Experience● Intuitive ● Be direct

Stats:

Portfolio Page#1 Sim. page, #2 Site page

Markets Page#7 Sim. page, #10 Site page

*July 2015-July 2016

Intuition:

the ability to understand something immediately, without the need for conscious reasoning.

Current Stock Simulator Markets Page

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How Players Research Stocks

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1 2

3

Simulator Step-by-Step

1. Click on “Markets” in sidebar.

2. Type company name into search bar and

drop-down autofill options appear.

3. Select company and taken to company

ticker page with ads.

No Direct Path to Main Site Markets Page (1)

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No Direct Path to Main Site Markets Page (2)

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New Simulator Markets Page

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Recap: How Players Research Stocks

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1 2

3

Simulator Step-by-Step

1. Click on “Markets” in sidebar.

2. Type company name into search bar and

drop-down autofill options appear.

3. Select company and taken to company

ticker page with ads.

How Players Could Research Stocks

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Wrap Up

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More Timely Content and Engagement on Timeless Content

Integrated and Actionable Market Experience

“Education Leads to Action”

Capture Usersand

Monetize

Sharper Insight. Smarter Investing.

THANK YOU