Bloomberg launches single page site as part of digital transformation

Bloomberg has saved users loading time by creating a single page infrastructure based website to deliver a more targeted experience

Bloomberg has launched a website with single-page design to better target readers with appropriate content and without the time constraint of loading new pages for each story. 

For a business with thousands of developers as well as journalists, it’s not surprising Bloomberg Media’s CEO Justin Smith wanted to see a “rebooting” of its “entire digital effort” to match the needs of readers.

“What we wanted to do was break out from the traditional page-based websites,” said Daniel Hallac, head of web products for Bloomberg.

The firm implemented Bloomberg Business Europe with the intention of targeting the new worldwide mobile consumer.

It used customer technology platform Brisket, which is open source and available through GitHub, to create an application-like experience when browsing by presenting the website as a single page.

When the user scrolls, they are presented with the next article that matches their browsing habits rather than clicking through to the next story by loading a new page.

A challenge of displaying a single page is search engine optimisation (SEO), as single-page websites only work in browsers. This means search engines such as Google interpret the pages as empty when carrying out a search.

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To solve this problem, Bloomberg used an isomorphic JavaScript framework to allow code to appear on the server, while delivering a different experience on the browser.

“It allows us to develop faster and to make our page experience faster to users,” said Hallac.

One of the core purposes of the redesign was to target content to the audience to keep users on the page as long as possible.

To do this the site uses cookies to take into account where you are and what you’ve read before, as well as what other people with similar reading habits read, and delivers more relevant content as you scroll down the page to deliver a continuous experience.

With Bloomberg producing more than 5,000 articles a day for some nine million readers across Eurpose, this helps keep page views up.

“One of the reasons users come to Bloomberg is to make better decisions,” said Hallac.

“There is a choice paralysis when you present a user with too much information,” he added.

This method of content delivery treats a story like a home page. Additional content surrounding the story is also targeted at the user in the same way as the continued scroll function.

Nathan Lanxon, editor of Bloomberg Business Europe, explained in the case of home page navigation, people tend to choose what stories they read based on social media, so content needs to be delivered in the most targeted way possible to keep them reading.

“That’s important because it’s a challenge where the majority of the pages viewed on a website are not the home page,” Lanxon said.

With the development of its new website, Bloomberg is now aiming to use its worldwide staff and its three global print magazines to fully utilise the opportunity to reach as many people as possible worldwide.

“Our integrated approach enables us to leverage the work of Bloomberg’s unrivalled global team of 2,500 business journalists and analysts in more than 70 countries,” said Lanxon.

“The result is a unique and innovative approach to modern business journalism – pan-European at heart and truly cross-platform in nature.”

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