In our nominated project, we have mainly focused on improving our article pages and the user experience in order to drive traffic and engagement. Therefore, what better way to show you what we have been working on than walking you through an article?
We started off by improving our headlines: all headlines should have a subject that makes the headline and message easy to grasp in social media and feeds, when the headline is the only thing you get to see. We followed up by focusing on links such as this one:
Many readers access Aftenposten from various social platforms. When they have arrived, we need to be better at showing them more of what we have to offer. The links are one way of doing this. All articles in Aftenposten shall have several relevant links.
Explanatory subheadlines was the next thing we focused on. Today, most readers use their mobile for reading news, and reading sessions are often extremely short. Hence, we need to be better at giving our readers a quick overview and the essence of the news story. By «scanning» the article, our readers should know quite a lot of the story — even if they do not have the time available to read everything. This is a subheadline that works:
We have produced more than 300 charts in a few months
We have focused strongly on embedding content from social media and content made by using various tools. For instance, a large number of reporters now know how to make charts and present numbers in a visually more appealing way. The following chart is a standard chart and shows our progress in the different focus areas from week one to week 15:
Our news developers have also created great tools that makes it possible to present photos and other content in a visually attractive way. This is one of the tools that we used when covering the anniversary for the fall of the Berlin Wall, suited for presenting before and after-photos:
And here is an image carousel that shows some photos from the project and our work this fall.
Articles with extraordinarily high reading due to the nominated project
To increase traffic to our content, we have worked hard on distribution in social media. Among other actions, we have worked systematically to identify groups and people with a large and relevant following on Facebook and Twitter. By contacting relevant groups, the number of shares and social engagement has skyrocketed on selected content:
Watched by 245 000, 68 % of readers from social media: Norwegian handballer's juggling becomes worldwide phenomenon
Read by 160 000, 52 % of readers from social media: They bought a home for 100.000 NOK and it is only 11 square meters
In addition to this, we have of course worked systematically to increase reading from our front page. Especially by making thorough, solid articles full of insights; content true to Aftenposten's brand and profile.
See the following examples:
- Nine reasons that explains the riots in the US following the Ferguson shooting
- Four charts that explains why our currency suddenly collapsed
- Women: heros of war in the fight against ISWe hope we have been able to show you some great ideas, concepts and results. If you want to read more about the project, please access all reports by clicking the tagword «Spydspissrapport» below. Hopefully, we'll reach the deadline and see you in May: