Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Using Analytics to Create
Change: A Case Study of
the USA.gov Home Page
Michelle Chronister
User Experience Team Lead, USA...
About USA.gov
What?
Why?
Who?
U.S. government’s official web portal
Help the public find official government
information a...
This is the story
of our home page.
8.6 million sessions
Why is it important?
“A homepage has two main goals: to give
users information, and to provide top-level
navigation to additional information i...
2006
2008
2010
2012
2014
June 2014
June 2014
June 2014
Analytics.
USE ALL THE DATA!
You need it to tell a rich story and find the why.
Make it compelling.
Wiser Women Promotion
● Featured in rotator for 11 days
(243,000 page views)
● Email sent to 300,000
subscribers
Health In...
New
Visitor
New
Visitor
Find Information
New
Visitor
Find Information
Look at
Rotator
New
Visitor
Find Information
Look at
Rotator
Scans Page
New
Visitor
Find Information
Look at
Rotator
Scans Page Search
It’s a marathon
- not a sprint.
How to Use Data to Make Change
Understand it.
How to Use Data to Make Change
Understand it.
Tell people.
How to Use Data to Make Change
Understand it.
Tell people.
Advocate.
How to Use Data to Make Change
Understand it.
Tell people.
Advocate.
Iterate.
Thank you!
Questions?
Michelle Chronister
User Experience Team Lead, USA.gov
U.S. General Services Administration
michelle...
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Using Analytics to Create Change: A Case Study of the USA.gov Home Page
Upcoming SlideShare
Loading in …5
×

Using Analytics to Create Change: A Case Study of the USA.gov Home Page

612 views

Published on

Presented at the DC, VA & MD Search Engine Marketing Meetup event on May 27, 2014 (http://www.meetup.com/seo-72/events/179245102/).

This presentation is a U.S. Government Work (http://www.usa.gov/copyright.shtml).

  • Be the first to comment

  • Be the first to like this

Using Analytics to Create Change: A Case Study of the USA.gov Home Page

  1. 1. Using Analytics to Create Change: A Case Study of the USA.gov Home Page Michelle Chronister User Experience Team Lead, USA.gov U.S. General Services Administration michelle.chronister@gsa.gov @mchronister
  2. 2. About USA.gov What? Why? Who? U.S. government’s official web portal Help the public find official government information and services Over 24 million users in 2013
  3. 3. This is the story of our home page.
  4. 4. 8.6 million sessions Why is it important?
  5. 5. “A homepage has two main goals: to give users information, and to provide top-level navigation to additional information inside the site.” Jakob Nielsen Home Page Real Estate Allocation
  6. 6. 2006
  7. 7. 2008
  8. 8. 2010
  9. 9. 2012
  10. 10. 2014
  11. 11. June 2014
  12. 12. June 2014
  13. 13. June 2014
  14. 14. Analytics.
  15. 15. USE ALL THE DATA! You need it to tell a rich story and find the why.
  16. 16. Make it compelling.
  17. 17. Wiser Women Promotion ● Featured in rotator for 11 days (243,000 page views) ● Email sent to 300,000 subscribers Health Insurance ● Featured in rotator for 9 days (247,000 page views) ● Email sent to 480,000 subscribers Performance of Content in Rotator
  18. 18. New Visitor
  19. 19. New Visitor Find Information
  20. 20. New Visitor Find Information Look at Rotator
  21. 21. New Visitor Find Information Look at Rotator Scans Page
  22. 22. New Visitor Find Information Look at Rotator Scans Page Search
  23. 23. It’s a marathon - not a sprint.
  24. 24. How to Use Data to Make Change Understand it.
  25. 25. How to Use Data to Make Change Understand it. Tell people.
  26. 26. How to Use Data to Make Change Understand it. Tell people. Advocate.
  27. 27. How to Use Data to Make Change Understand it. Tell people. Advocate. Iterate.
  28. 28. Thank you! Questions? Michelle Chronister User Experience Team Lead, USA.gov U.S. General Services Administration michelle.chronister@gsa.gov @mchronister

×