3. Top Level KPIs
RAG Status
This is based on three metrics: Service Uptime, Customer Satisfaction and Conversion
Rate.
Service Uptime is monitored by an online service called Uptime Robot.
Customer Satisfaction is taken directly from our feedback form.
Conversion Rate is calculated by dividing the number of completed application by the
number of visitors minus bounces (more on that to come...)
KPIs
Completed Applications and Total Designs are taken from DAVE and should be
accurate.
DAVE came into use in November 2015. Prior to that, we were reliant on Piwik stats
which would only show page views for the completion page.
Visits Minus Bounces is taken from Piwik and includes only those visitors who reach
the second page of the service.
A “bounced” visit is seen to be a user who only visits the first page and exits without
any further interactions.
4. Top Level KPIs
Top Exit Pages
These figures are taken from Piwik.
We report on page views and exits for every screen in the service.
There is a possible total of 9 screens for each individual design within one application.
These are listed as the screen name followed by the number of the design, in
sequence.
As you might expect, the majority of exits occur on the first design.
These are ordered by the Exit Rate: the percentage of visitors to that individual page
who didn’t proceed past that point.
6. Customer Experience Report
Exit Rate
This is the inverse of the conversion rate.
We can ensure accuracy by calculating the total exits for each screen of the service as
a percentage of the number of visitors.
Due to returning visitors without completing, this calculation often leads to an artificially
high rate.
Top Exit Page
Arthur had previously listed this with the percentage of overall exits which I’ll also use
moving forwards.
If you’d find it more informative to have this as a percentage of visitors to the page, let
me know.
Customer Satisfaction
This is taken directly from the feedback form at the end of the service.
8. Apply For Design – At A Glance
Top Level Metrics
All web reports will cover these:
Visits, Uniques, Pageviews, Bounce Rate, Time on Site.
Visits is the total number of visitor sessions to the service.
Uniques is the number of individual visitors to the service.
The bounce rate is the percentage of people who don’t proceed past the entry page.
Therefore, Visits Minus Bounces is the number of Visits, less the percentage of
Bounced Visits.
This ensures that only engaged visits are taken into consideration for our conversion
rate.
10. User Flow
Multiple Designs
This shows the number of views to the summary page for each individual design,
compared to how many completed applications we received for that number of
designs.
For the summary page figure, this is the number of views for that summary page, less
the number that reached the subsequent summary page.
We also show the Cost Per Transaction here. This was a main KPI for other services
but appears to have since been deprecated.
User Flow
This illustrates the path of users through the Register A Design content on Gov.UK
through to the service on our own domain.
For these figures, it’s important to note that they list page views and not visitor figures
for each screen.
