This document discusses how to improve a low ForeSee satisfaction score for a government website. It recommends collecting web analytics metrics that relate to the site's strategy, such as top pages, drop-off points, and search patterns. These metrics should be analyzed and used to make recommendations to senior management about how to simplify navigation, improve appealing content, and address customer frustrations. Both basic tools like Google Analytics and newer free tools for social media can help measure the customer experience. The overall goal is to actionably address issues identified in the ForeSee score through data-driven recommendations.

1. Actionable Web Analytics for e-GovIncreasing your ForeSee ScoreJohn Whalen, PhDDirector, User Experience and Design, e.magination

2. AgendaIntroduction What do I do if I have a low ForeSee score?What metrics should I collect? What will they tell me?How do I give senior management something to act on?Low cost / free tools for Measuring experience

3. AgendaIntroduction What do I do if I have a low ForeSee score?What metrics should I collect? What will they tell me?How do I give senior management something to act on?Low cost / free tools for Measuring experience

4. IntroductionLet’s not go with: HIPPOHowever:Analytics vs. Analysis & Recommendations

5. What is a ForeSee Score?ACSI: American Customer Service Index - Web VersionForeSee Results e-Gov Report 2009 Q2

6. What is a ForeSee Score?ACSI: American Customer Service Index - Web VersionForeSee Results e-Gov Report 2009 Q2

7. Top Performers

8. Top Agencies

9. What is the satisfaction score based on?16 core questions (Privacy, Navigation, Content, Search)3 to predict the futureWhat is the final satisfaction score based on?

10. What is the satisfaction score based on?16 core questions (Privacy, Navigation, Content, Search)3 to predict the futureWhat is the final satisfaction score based on?Overall SatisfactionMeeting your ExpectationsCompared to the Ideal WebsiteHmmmmmm..

11. AgendaIntroduction? What do I do if I have a low ForeSee score?What metrics should I collect? What will they tell me?How do I give senior management something to act on?Low cost / free tools for Measuring experience

12. A story about trucks…

13. Our ForeSee discussion went like this:“You need to work on Navigation”

14. Our ForeSee discussion went like this:“You need to work on Navigation”“How?”

15. Our ForeSee discussion went like this:“You need to work on Navigation”“How?”“You need to work on Navigation”

16. What did we do?ListenClear Strategy(CIO approved)Compelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IA

17. Oh, and how’d we do?Low 60s -> Mid 70sWhy not first???Hmmm… A person shall not drive a commercial motor vehicle unless he/she is qualified to drive a commercial motor vehicle. (a) Except as provided in §391.63, a motor carrier shall not require or permit a person to drive a commercial motor vehicle unless that person is qualified to drive a commercial motor vehicle.(b) Except as provided in subpart G of this part, a person is qualified to drive a motor vehicle if

18. AgendaIntroduction? What do I do if I have a low ForeSee score?What metrics should I collect? What will they tell me?Low cost / free tools for Measuring experienceHow do I give senior management something to act on?

19. What metrics should I collect?ONLY those which relate to your web strategy!Portals most difficult, and reflected as such in the ForeSee data

20. What metrics should I collect?Top 25 HitsWhat was NOT a top hit but was on the homepageWhat is NOT on the homepage, primary navigation, but IS in the top 25Why?: How can we simplify? Identify the political challenges.

21. Use the metrics as a political / data driven tool

22. Click Through AnalysisWhere are the drop offs?Which things are getting no traffic?WHY?: Put on your analysis hat. Unappealing? Not solving problems? Poor label?

23. Sources of TrafficSearchLocationReferrersWhy?: Make sure that referrers know where to send people, and they know to refer at all!

24. Search Engine PattersTop 100 Search EntriesWhat are the patterns?What categories are they in?Why?: What personas might they relate to?

25. Interviews: Metrics not found on a web serverInterview boots-on-the-ground folksReview open ended questions on ForeSeeAny other usability test/survey dataWhy?: Understanding. Humanize results.Met with each division to hear top 5 customer frustrationsInterviewed call center folks

26. Advanced Data: Eye TrackingWhat is being looked at, but NOT clicked?What IS NOT being looked at?Why?: Is it design or labeling?

27. Review ForeSee DataEnsure you segment your audienceEnsure you have one question like:If there was one thing you could change, what would it be? andWhat is the #1 thing you are looking for?

28. Beyond your siteTechnorati RSSGoogle Blog RSSGoogle Search RSSTwitter Search

29. RememberSocial media activity goes slowly, like google search rankings.Think in terms of quarters, ½ years, not real-time web

30. AgendaIntroduction? What do I do if I have a low ForeSee score?What metrics should I collect? What will they tell me?How do I give senior management something to act on?Low cost / free tools for Measuring experience

31. Info for Senior ManagementOnly ANALYSIS which relate to your web strategy!Include recommended actions

32. Satisfy obvious questions to satisfy curiosityWhat are our top hits?How incredible is the response to _________________[ Mgmt pet project here]What are people searching for?

33. Make sure emotion is attached++“I wish you had___________”“Put _______on the homepage”

34. …and make clear recommendations

35. AgendaIntroduction? What do I do if I have a low ForeSee score?What metrics should I collect? What will they tell me?How do I give senior management something to act on?Low cost / free tools for Measuring experience

36. Basics: Google AnalyticsGrowing fast. Study Goals/Goal Analysis

37. New/Free ToolsTwitter: KloutTwitter: TweetdeckBlogs/Inbound: HubSpotBlogs: FeedBurnerVideos: Google AnalyticsNing: Google Analytics

38. Thank you!John Whalen, PhDDirector, User ExperienceTwitter: @johnwhalenEmail: john.whalen@emagination.comLinkedIn: http://www.linkedin.com/in/johnwhalen