In today’s digital age, we are surrounded by an incredible abundance of information and news that comes to us every day from everywhere. Whether we open websites, browse social networks or use mobile apps, we are exposed to a constant flow of news, articles, blogs and content of various kinds. These characteristics of the modern information age bring us a huge amount of opportunities and availability of information, but at the same time they also create certain challenges. One of these is enabling access to news and information in one place, filtering them and providing us with relevant content that interests us.

PROPOSAL OF SOLUTION

Dnevnik.hr, the most read portal in Croatia, implemented a project to develop its news application with the aim of providing a better user experience and increasing user engagement.

The main goals set for the first 6 months after the launch of the application were:

Increase in the number of real users of the application on a monthly basis from 31K to 50K
Greater consumption of content within the application (page views) from 5.1M to 10M
More views per user – from the current 166 to 200 on a monthly basis

DEVELOPMENT PROCESS

Strategy

Currently, it is popular to read news portals through mobile browsers, while the download of applications is in constant decline. The main challenge was to develop a modern application that would provide a better user experience compared to browsers, while also meeting the needs of a diverse and wide audience (more than 2 million readers in Croatia). Precisely because of this, the application development strategy focused on the trend of consumption of news portals via mobile browsers, and the goal was to create an application that would provide a better user experience than a browser.

Another important challenge was to harmonize the differences between the specialized portals, which we combine on one portal. These portals differ in terms of content and visual appearance, so it was necessary to present them within the same platform, but in a way that does not jeopardize the recognition of their target audience.

The strategic response to these challenges was the creation of the best news application on the market, which will provide a more intuitive, transparent and visually attractive interface. Also, the goal was to establish a smarter connection and presentation of content and thematic units.

Performance

In order to attract new users, most of the budget is directed towards digital channels. The focus was on the use of tools such as social and Google ads, newsletter, existing application and portals within the Group. On these channels, messages are tailored to target specific demographic groups.

For the purposes of converting new users into loyal users, their user experience has been significantly improved. The new application is faster and more transparent, without unnecessary elements on the cover and in the articles, and without invasive banners. Also, users are given the option of customizing the application according to their preferences, such as text size, light or dark theme, and customization of notifications.

Higher content consumption per user was achieved through several improvements. First, easier access to content is enabled through the intuitive top menu and the ability to switch from one portal to another with a simple swipe.

The overview of photo and video content has also been improved, allowing users to watch videos and read content simultaneously. In addition, content sharing has been simplified so that users can easily share interesting articles and videos with others.

In this way, by focusing on digital channels and improving the user experience, they successfully attracted new users and turned them into loyal users who now actively consume more content from all portals.

The role of creativity

The creative strategy focused on communicating the benefits and opportunities the new app provides to all users, with an emphasis on simplifying the “call to action” messages. The application was presented to users of specialized portals as the fastest and simplest way to access their favorite content: Clearer, simpler, adapted to you. Download the new DNEVNIK.hr application.

INFLUENCE

The results of the project were outstanding, exceeding the set goals already after three months. During this period, the following results were achieved:

• The number of actual users almost doubled (95%) on a monthly basis, with an increase of 29,823 users compared to the 2020 average.
• The number of content views increased by as much as 160%, from 5.1 million to 13.4 million.
• The average number of views per user increased by 32%, from 166 to 219 views per user.

The best indicator of project success comes from the users themselves. The new application Dnevnik.hr was rated as the best news application in Croatia on Google Play and the App Store, with positive comments from users who emphasize the improved user experience and thank them for the quality application: “I will recommend it to my children and grandchildren. Thank you for this app.”

A TOOL FOR FOLLOWING WHAT WE ARE INTERESTED IN

The development project of the news application Dnevnik.hr, in addition to successfully achieving its goals, today provides its users with quick and easy access to current news, articles, photos and video content from various areas of interest. This application is the result of strategic thinking to provide users with the best possible experience in following news and information.

In the sea of ​​information and news that surrounds us today, the Dnevnik.hr application provides us with a valuable tool for filtering and monitoring what interests us. It allows us to stay informed, connected and current in a rapidly changing world.