1. COMMERCIAL/GOVT
SITES; SIMILARITIES AND
DIFFERENCES IN
MIKE SUTER-TIBBLE

2. TEXT
DIFFERENCES - ACQUISITION
▸Generally, govt services not that bothered about acquisition
▸Don’t get this at individual property level (gov.uk is our
biggest referrer)
▸Comms campaigns / services being marketed are the
exception

3. TEXT
DIFFERENCES; MEGA-FORMS
▸Contact / lead gen forms might be 7-10 fields
▸Carers’ Allowance has over 100 fields; can be 50 screens
long
▸Very concerned about accuracy of responses (for benefit
claims)
▸Use sessionControl quite a lot

4. TEXT
OTHER DIFFERENCES
▸Most outcomes are offline, so hard to track
▸Online journey is simply submitting the application
▸Decisions about whether (and how much) to award are offline
▸Do a lot of data linking/uploading outcomes into GA
▸Analytical background of web analysts
▸Content is defined by GDS - no images!
▸Test different releases rather than A/B test

5. TEXT
SIMILARITIES
▸Agile
▸Rely on Devs to implement code!
▸Customers often need help to understand what they want to
measure, and with statistical concepts like significance
▸Designers/copywriters don’t always like their ‘expertise’ being
challenged
▸Can be difficult to convince people analytics is more than
playing about with standard reports in GA