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Actionable Web Analytics for e-GovIncreasing your ForeSee Score<br />John Whalen, PhD<br />Director, User Experience and D...
Agenda<br />Introduction <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will t...
Agenda<br />Introduction <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will t...
Introduction<br />Let’s not go with:	HIPPO<br />However:Analytics vs. Analysis & Recommendations<br />
What is a ForeSee Score?<br />ACSI: American Customer Service Index  - Web Version<br />ForeSee Results e-Gov Report 2009 ...
What is a ForeSee Score?<br />ACSI: American Customer Service Index  - Web Version<br />ForeSee Results e-Gov Report 2009 ...
Top Performers<br />
Top Agencies<br />
What is the satisfaction score based on?<br />16 core questions (Privacy, Navigation, Content, Search)<br />3 to predict t...
What is the satisfaction score based on?<br />16 core questions (Privacy, Navigation, Content, Search)<br />3 to predict t...
Agenda<br />Introduction? <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will ...
A story about trucks…<br />
Our ForeSee discussion went like this:<br />“You need to work on Navigation”<br />
Our ForeSee discussion went like this:<br />“You need to work on Navigation”<br />“How?”<br />
Our ForeSee discussion went like this:<br />“You need to work on Navigation”<br />“How?”<br />“You need to work on Navigat...
What did we do?<br />Listen<br />Clear Strategy(CIO approved)<br />Compelling Content<br />Analytics / Web Metrics Plan<br...
Oh, and how’d we do?<br />Low 60s -&gt; Mid 70s<br />Why not first???Hmmm…<br /> A person shall not drive a commercial mot...
Agenda<br />Introduction? <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will ...
What metrics should I collect?<br />ONLY those which relate to your web strategy!<br />Portals most difficult, and reflect...
What metrics should I collect?<br />Top 25 Hits<br />What was NOT a top hit but was on the homepage<br />What is NOT on th...
Use the metrics as a political / data driven tool<br />
Click Through Analysis<br />Where are the drop offs?<br />Which things are getting no traffic?<br />WHY?: Put on your anal...
Sources of Traffic<br />Search<br />Location<br />Referrers<br />Why?: Make sure that referrers know where to send people,...
Search Engine Patters<br />Top 100 Search Entries<br />What are the patterns?<br />What categories are they in?<br />Why?:...
Interviews: Metrics not found on a web server<br />Interview boots-on-the-ground folks<br />Review open ended questions on...
Advanced Data: Eye Tracking<br />What is being looked at, but NOT clicked?<br />What IS NOT being looked at?<br />Why?: Is...
Review ForeSee Data<br />Ensure you segment your audience<br />Ensure you have one question like:<br />If there was one th...
Beyond your site<br />Technorati RSS<br />Google Blog RSS<br />Google Search RSS<br />Twitter Search<br />
Remember<br />Social media activity goes slowly, like google search rankings.<br />Think in terms of quarters, ½ years, no...
Agenda<br />Introduction? <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will ...
Info for Senior Management<br />Only ANALYSIS which relate to your web strategy!<br />Include recommended actions<br />
Satisfy obvious questions to satisfy curiosity<br />What are our top hits?<br />How incredible is the response to ________...
Make sure emotion is attached<br />+<br />+<br />“I wish you had___________”<br />“Put _______on the homepage”<br />
…and make clear recommendations<br />
Agenda<br />Introduction? <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will ...
Basics: Google Analytics<br />Growing fast.  <br />Study Goals/Goal Analysis<br />
New/Free Tools<br />Twitter: Klout<br />Twitter: Tweetdeck<br />Blogs/Inbound: HubSpot<br />Blogs: FeedBurner<br />Videos:...
Thank you!<br />John Whalen, PhD<br />Director, User Experience<br />Twitter: 		@johnwhalen<br />Email: 		john.whalen@emag...
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Actionable Web Analytics For E Government

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Transcript of "Actionable Web Analytics For E Government"

  1. 1. Actionable Web Analytics for e-GovIncreasing your ForeSee Score<br />John Whalen, PhD<br />Director, User Experience and Design, e.magination<br />
  2. 2. Agenda<br />Introduction <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will they tell me?<br />How do I give senior management something to act on?<br />Low cost / free tools for Measuring experience<br />
  3. 3. Agenda<br />Introduction <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will they tell me?<br />How do I give senior management something to act on?<br />Low cost / free tools for Measuring experience<br />
  4. 4. Introduction<br />Let’s not go with: HIPPO<br />However:Analytics vs. Analysis & Recommendations<br />
  5. 5. What is a ForeSee Score?<br />ACSI: American Customer Service Index - Web Version<br />ForeSee Results e-Gov Report 2009 Q2<br />
  6. 6. What is a ForeSee Score?<br />ACSI: American Customer Service Index - Web Version<br />ForeSee Results e-Gov Report 2009 Q2<br />
  7. 7. Top Performers<br />
  8. 8. Top Agencies<br />
  9. 9. What is the satisfaction score based on?<br />16 core questions (Privacy, Navigation, Content, Search)<br />3 to predict the future<br />What is the final satisfaction score based on?<br />
  10. 10. What is the satisfaction score based on?<br />16 core questions (Privacy, Navigation, Content, Search)<br />3 to predict the future<br />What is the final satisfaction score based on?<br />Overall Satisfaction<br />Meeting your Expectations<br />Compared to the Ideal Website<br />Hmmmmmm..<br />
  11. 11. Agenda<br />Introduction? <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will they tell me?<br />How do I give senior management something to act on?<br />Low cost / free tools for Measuring experience<br />
  12. 12. A story about trucks…<br />
  13. 13. Our ForeSee discussion went like this:<br />“You need to work on Navigation”<br />
  14. 14. Our ForeSee discussion went like this:<br />“You need to work on Navigation”<br />“How?”<br />
  15. 15. Our ForeSee discussion went like this:<br />“You need to work on Navigation”<br />“How?”<br />“You need to work on Navigation”<br />
  16. 16. What did we do?<br />Listen<br />Clear Strategy(CIO approved)<br />Compelling Content<br />Analytics / Web Metrics Plan<br />Visual Redesign<br />SEO Tuning / Simplify IA<br />
  17. 17. Oh, and how’d we do?<br />Low 60s -&gt; Mid 70s<br />Why not first???Hmmm…<br /> A person shall not drive a commercial motor vehicle unless he/she is qualified to drive a commercial motor vehicle. <br />(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.<br />(b) Except as provided in subpart G of this part, a person is qualified to drive a motor vehicle if <br />
  18. 18. Agenda<br />Introduction? <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will they tell me?<br />Low cost / free tools for Measuring experience<br />How do I give senior management something to act on?<br />
  19. 19. What metrics should I collect?<br />ONLY those which relate to your web strategy!<br />Portals most difficult, and reflected as such in the ForeSee data<br />
  20. 20. What metrics should I collect?<br />Top 25 Hits<br />What was NOT a top hit but was on the homepage<br />What is NOT on the homepage, primary navigation, but IS in the top 25<br />Why?: How can we simplify? Identify the political challenges.<br />
  21. 21. Use the metrics as a political / data driven tool<br />
  22. 22. Click Through Analysis<br />Where are the drop offs?<br />Which things are getting no traffic?<br />WHY?: Put on your analysis hat. Unappealing? Not solving problems? Poor label?<br />
  23. 23. Sources of Traffic<br />Search<br />Location<br />Referrers<br />Why?: Make sure that referrers know where to send people, and they know to refer at all!<br />
  24. 24. Search Engine Patters<br />Top 100 Search Entries<br />What are the patterns?<br />What categories are they in?<br />Why?: What personas might they relate to?<br />
  25. 25. Interviews: Metrics not found on a web server<br />Interview boots-on-the-ground folks<br />Review open ended questions on ForeSee<br />Any other usability test/survey data<br />Why?: Understanding. Humanize results.<br />Met with each division to hear top 5 customer frustrations<br />Interviewed call center folks<br />
  26. 26. Advanced Data: Eye Tracking<br />What is being looked at, but NOT clicked?<br />What IS NOT being looked at?<br />Why?: Is it design or labeling?<br />
  27. 27. Review ForeSee Data<br />Ensure you segment your audience<br />Ensure you have one question like:<br />If there was one thing you could change, what would it be?<br /> and<br />What is the #1 thing you are looking for?<br />
  28. 28. Beyond your site<br />Technorati RSS<br />Google Blog RSS<br />Google Search RSS<br />Twitter Search<br />
  29. 29. Remember<br />Social media activity goes slowly, like google search rankings.<br />Think in terms of quarters, ½ years, not real-time web<br />
  30. 30. Agenda<br />Introduction? <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will they tell me?<br />How do I give senior management something to act on?<br />Low cost / free tools for Measuring experience<br />
  31. 31. Info for Senior Management<br />Only ANALYSIS which relate to your web strategy!<br />Include recommended actions<br />
  32. 32. Satisfy obvious questions to satisfy curiosity<br />What are our top hits?<br />How incredible is the response to _________________[ Mgmt pet project here]<br />What are people searching for?<br />
  33. 33. Make sure emotion is attached<br />+<br />+<br />“I wish you had___________”<br />“Put _______on the homepage”<br />
  34. 34. …and make clear recommendations<br />
  35. 35. Agenda<br />Introduction? <br />What do I do if I have a low ForeSee score?<br />What metrics should I collect? What will they tell me?<br />How do I give senior management something to act on?<br />Low cost / free tools for Measuring experience<br />
  36. 36. Basics: Google Analytics<br />Growing fast. <br />Study Goals/Goal Analysis<br />
  37. 37. New/Free Tools<br />Twitter: Klout<br />Twitter: Tweetdeck<br />Blogs/Inbound: HubSpot<br />Blogs: FeedBurner<br />Videos: Google Analytics<br />Ning: Google Analytics<br />
  38. 38. Thank you!<br />John Whalen, PhD<br />Director, User Experience<br />Twitter: @johnwhalen<br />Email: john.whalen@emagination.com<br />LinkedIn: http://www.linkedin.com/in/johnwhalen<br />

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