There was a fair amount if effort to make the digital version different from the print version, with text and/or photos appearing at different stages, highlighting certain points and making it feel more interactive. There's a fine line between interesting text animations and irritating high school PowerPoint presentations but I think Games Workshop got it spot on.
As for what they can do to improve it in the future, I would like to be able to zoom in closer on the model showcase, and content wise more information regarding rules is a must. The last White Dwarf I purchased for the launch of 6th Edition made heaps of references to new rules, and even without explaining them in detail it certainly whet my appetite for the new edition. Rather than little breakout boxes for new Tau rules I had to read all about Tyranid rules from 2010 in equal measure throughout the battle report, and it would have been nice to see the Tau paired up with another 6th edition Codex for some side promotion and to let us know they hadn't forgotten about something they released only two months prior!
As for their amazingly quick release schedule? That's a whole other topic!