Presentation "Web analytics in the Public Sector" at the Conference International Design in Government, Edition 2019. Toon Vuursteen Thought Leader in Digital Analytics for Government Websites

1. Getting to know each other
What is your name?
Where do you work?
What is your professional role
What is your experience in web analytics?
What is an unexpected quality of you? Or a guilty pleasure?

2. Is web analytics harder to do in the
public sector than in e-commerce?
Antwoord: Ja
In deze sessie leer je:
Een mind-set en een praktisch framework voor webanalyse in de
publieke sector.

3. Is web analytics harder to do in the
public sector than in e-commerce?
Answer: Yes
In deze sessie leer je:
Een mind-set en een praktisch framework voor webanalyse in de
publieke sector.

4. Is web analytics harder to do in the
public sector than in e-commerce?
Answer: Yes
In this session you will learn:
A mind-set and a practical framework for web analytics in
the public sector.

5. Gary Angel
“The most common
digital metrics are almost
useless”
Gary Angel

7. ?

8. ?

9. ?

10. The three levels of goals & kpi’s of the “Rechtspraak”

11. Wat are KPI’s?
Key Performance Indicators
Indicators (numbers) that indicate how well or not so well you are
doing in realizing key goals.
Doel: 100 jaar oud worden.
KPI: leeftijd
Doel beter worden (ik heb nu griep)
KPI: lichaamstemperatuur

12. Wat are KPI’s?
Key Performance Indicators
Indicators (numbers) that indicate how well or not so well you are
doing in realizing key goals.
Goal: Live as long as possible
KPI: ?
Doel beter worden (ik heb nu griep)
KPI: lichaamstemperatuur

13. Wat are KPI’s?
Key Performance Indicators
Indicators (numbers) that indicate how well or not so well you are
doing in realizing key goals.
Goal: Live as long as possible
KPI: Age
Doel beter worden (ik heb nu griep)
KPI: lichaamstemperatuur

14. Wat are KPI’s?
Key Performance Indicators
Indicators (numbers) that indicate how well or not so well you are
doing in realizing key goals.
Goal: Live as long as possible
KPI: Age
Goal: Recover from influenza
KPI: ?

15. Wat are KPI’s?
Key Performance Indicators
Indicators (numbers) that indicate how well or not so well you are
doing in realizing key goals.
Goal: Live as long as possible
KPI: Age
Goal: Recover from influenza
KPI: Body Temperature

16. Wat are targets?
The target levels of the KPI’s you set for yourself.
Goal: Live as long as possible
KPI: Age
Target: 100 years
Doel: Beter worden (ik heb nu griep)
KPI: Lichaamstemperatuur
Target: 37 Graden Celsius

17. Wat are targets?
The target levels of the KPI’s you set for yourself.
Goal: Live as long as possible
KPI: Age
Target: 100 years
Goal: Recover from influenza
KPI: Body Temperature
Target: 37 Degrees Celsius

18. What are the most common three abstraction
levels?
Strategical
Tactical
Operational

19. Goals, KPI’s & Targets at three levels
Strategical goal
Live as long as possible
Tactical goal
Being healthy
Operational goal
Daily walks
KPI: Age
Target: 100 jaar
KPI: Health check
grade
Target: >9
KPI: Steps/day
Target: 20.000

20. The three levels of goals & kpi’s of the “Rechtspraak”

21. Strategical Goals & Kpi’s
Tactical Goals & Kpi’s
Operational Goals & Kpi’s

22. The three levels of goals & kpi’s of the “Rechtspraak”

23. Engagers
Routers Explainers
Closers
Converters
Informers

24. The three levels of goals & kpi’s of the “Rechtspraak”

25. Engager
(Home page)
Router
(Navigational page)
Engager
(Home page of
part of website)
Explainer
(Task oriented
content)
Closer
(Leads visitor into
transaction)
Converter
(Transaction
proces, e.g.
webform)
Informer
(b.v. news,
information)

26. Router
(Navigational page)
Engager
(Home page)
Engager
(Home page of
part of website)
Explainer
(Task oriented
content)
Closer
(Leads visitor into
transaction)
Converter
(Transaction
proces, e.g.
webform)
Informer
(b.v. news,
information)
Do/CareThinkSee

27. The three levels of goals & kpi’s of the “Rechtspraak”

28. Engager
(Home page)
Router
(Navigational page)
Engager
(Home page of
part of website
Explainer
(Task oriented
content)
Closer
(Leads visitor into
transaction)
Converter
(Transaction
process, e.g.
webform)
Informer
(b.v. news,
information)
ACCESSIBILITY ACCESSIBILITY
ACCESSIBILITY
ACCESSIBILITY

29. Router
(Navigational page)
Engager
(Home page)
Engager
(Home page of
part of website
Explainer
(Task oriented
content)
Closer
(Leads visitor into
transaction)
Converter
(Transaction
process, e.g.
webform)
Informer
(b.v. news,
information)ACCESSIBILITY
ACCESSIBILITY

30. Router
(Navigational page)
Engager
(Home page)
Engager
(Home page of
part of website
Explainer
(Task oriented
content)
Closer
(Leads visitor into
transaction)
Converter
(Transaction
process, e.g.
webform)
Informer
(b.v. news,
information)ACCESSIBILITY
ACCESSIBILITY
ACCESSIBILITY ACCESSIBILITY ACCESSIBILITY
ACCESSIBILITY ACCESSIBILITY

31. Router
(Navigational page)
Engager
(Home page)
Engager
(Home page of
part of website
Explainer
(Task oriented
content)
Closer
(Leads visitor into
transaction)
Converter
(Transaction
process, e.g.
webform)
Informer
(b.v. news,
information)
SPEED

32. Router
(Navigational page)
Engager
(Home page)
Engager
(Home page of
part of website
Explainer
(Task oriented
content)
Closer
(Leads visitor into
transaction)
Converter
(Transaction
process, e.g.
webform)
Informer
(b.v. news,
information)
EXPERTISE
EXPERTISE

33. The three levels of goals & kpi’s of the “Rechtspraak”

34. The three levels of goals & kpi’s of the “Rechtspraak”

35. Engagers
Routers Explainers
Closers
Converters
Informers

36. Engagers
Routers Explainers
Closers
Converters
Informers

42. Leave website

46. High
Bounce
Rate

47. High
Bounce
Rate
Low Exit
Rate

48. High
Bounce
Rate
Low Exit
Rate
High Pogo
Sticking
Rate

49. High
Bounce
Rate
Low Exit
Rate
High Pogo
Sticking
Rate
High
Search
Rate

50. High
Bounce
Rate
Low Exit
Rate
High Pogo
Sticking
Rate
High
Search
Rate
So, what do you
think could be
going wrong
here?

52. “Voogdij” is
not there…

53. Engagers
Routers Explainers
Closers
Converters
Informers

54. 16 mei NCDT 54

55. 16 mei NCDT 55

56. 16 mei NCDT 56

57. 16 mei NCDT 57

58. 16 mei NCDT 58

62. High Scroll
Depth

63. High Scroll
Depth
Low Extra
Task
completion

64. High Scroll
Depth
Low Extra
Task
completion
Low Search
Rate

65. High Scroll
Depth
Low Extra
Task
completion
So, what do you
think could be
going wrong
here?
Low Search
Rate

67. Engagers
Routers Explainers
Closers
Converters
Informers

68. Wat are Engagers?
What kind of pages are Engagers?
What is their primary function?
Make a list of 5 Engagers on your website
What could be kpi’s for an Engager?

70. The three levels of goals & kpi’s of the “Rechtspraak”

71. Ontvanger
(Home page)
Wegwijzer
(Navigatiepagina)
Ontvanger
(Home page van
websiteonderdeel)
Uitlegger
(Taakgerichte
uitleg)
Sluiter
(Trekt bezoeker
transactieproces
in
Converteer-
der
(Transactieproces,
b.v webformulier)
Informatie-
gever
(b.v. nieuws,
informatie)

72. 70%
17%
(12%)

73. 16 mei NCDT 73
70%
17%
(12%)
Speed

74. 16 mei NCDT 74
70%
17%
(12%)
Customer Effort
Score
Speed
(12%)

75. 16 mei NCDT 75
70%
17%
(12%)
Customer Effort
Score
Speed

79. Low Task
Comple-
tion

80. Low Task
Comple-
tion
Medium
Satisfied

81. Low Task
Comple-
tion
Medium
Satisfied
Low Ease
of Use

82. Low Task
Comple-
tion
Medium
Satisfied
Low Ease
of Use
Fast
Execution
of Task

83. Low Task
Comple-
tion
Medium
Satisfied
Low Ease
of Use
Fast
Execution
of Task
So, what do you
think could be
going wrong
here?

85. Ontvanger
(Home page)
Wegwijzer
(Navigatiepagina)
Ontvanger
(Home page van
websiteonderdeel)
Uitlegger
(Taakgerichte
uitleg)
Sluiter
(Trekt bezoeker
transactieproces
in
Converteer-
der
(Transactieproces,
b.v webformulier)
Informatie-
gever
(b.v. nieuws,
informatie)

86. What are Top Tasks?
What kind of Top Tasks are there on your website?
Pick one Top Task you would like to optimize
Wich pages does a visitor visit while executing this Top Task?
What could be kpi’s for this Top Task?

87. Router
(Navigational page)
Converter
(Transaction
proces, e.g.
webform)
Closer
(Leads visitor into
transaction)
Explainer
(Task oriented
content)
Informer
(b.v. news,
information)
Engager
(Home page of
part of website)
Engager
(Home page)
SEE

88. Converter
(Transaction
proces, e.g.
webform)
Closer
(Leads visitor into
transaction)
Explainer
(Task oriented
content)
Informer
(b.v. news,
information)
Engager
(Home page of
part of website)
Router
(Navigational page)
Engager
(Home page)
See
THINK

89. Router
(Navigational page)
Converter
(Transaction
proces, e.g.
webform)
Closer
(Leads visitor into
transaction)
Explainer
(Task oriented
content)
Informer
(b.v. news,
information)
Engager
(Home page of
part of website)
Engager
(Home page)
ZIE
THINK
DO/CARE

92. So, what step of
this top task
would you
improve?

94. Questions?
94