IN CAIS WTS - Martin Greenwood

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IN CAIS WTS - Martin Greenwood

  1. 1. How to build up website take-up Best practice and networking event How to build up website take-up (9 June 2010) How to build up website up website take-up
  2. 2. Introductions <ul><li>Martin Greenwood, </li></ul><ul><li>Socitm Insight programme manager </li></ul><ul><li>Terry Madgwick, </li></ul><ul><li>Socitm Insight project manager for website take-up service </li></ul><ul><li>Vicky Sargent , marketing adviser </li></ul><ul><li>Nic Streatfeild, GovMetric </li></ul><ul><li>plus our guest speakers </li></ul>How to build up website take-up
  3. 3. Welcome <ul><li>Twitter hashtag WTS0610 </li></ul><ul><li>Welcome to our viewers </li></ul><ul><ul><li>Fixed camera only </li></ul></ul><ul><ul><li>E-mail questions and comments to [email_address] </li></ul></ul><ul><ul><li>Interested in your views during or after event </li></ul></ul><ul><li>Your views on our service (printed yellow) </li></ul>How to build up website take-up
  4. 4. Programme for morning <ul><li>Working with DirectGov (Sheenagh Reynolds, Local Directgov) </li></ul><ul><li>Minimising visit failure; maximising visitor satisfaction – (Dave Hylands, Chief Information Systems Officer, Wrexham) </li></ul><ul><li>Achieving success with online services for schools – (Amanda Derrick, Programme Director for GES Digitally) </li></ul>How to build up website take-up
  5. 5. Programme for afternoon <ul><li>Developing customer access strategy for a lean future – (Simon Pollock, Head of Customer Services, Surrey) </li></ul><ul><li>Sharing best practice for council election results </li></ul><ul><li>(Helen Williams, Socitm Insight) </li></ul><ul><li>6. Making improvements for Website take-up </li></ul><ul><li>service (Terry Madgwick, Socitm Insight ) </li></ul>How to build up website take-up
  6. 6. The three main components <ul><li>High level information about satisfaction and take-up for the major channels </li></ul><ul><li>More detailed information about satisfaction and take-up for the most critical channel </li></ul><ul><li>Supporting information about costs and volumes for all channels </li></ul><ul><li>GovMetric (rol) </li></ul><ul><li>Website take-up service </li></ul><ul><li>(Socitm Insight) </li></ul><ul><li>Channel value benchmarking </li></ul><ul><li>(Socitm Insight) </li></ul>How to build up website take-up
  7. 7. Overview of service <ul><li>Results from </li></ul><ul><li>March 2010 </li></ul><ul><li>Key messages from today </li></ul>How to build up website take-up
  8. 8. Customer access research study <ul><li>We are looking for examples of good practice in </li></ul><ul><li>customer access. </li></ul><ul><li>If you think you have a good story, or know </li></ul><ul><li>someone else who has, please contact </li></ul><ul><li>[email_address] . </li></ul>How to build up website take-up
  9. 9. Since our last seminar in Birmingham.…. <ul><li>A new government! </li></ul>How to build up website take-up
  10. 10. Since our last seminar in Birmingham.…. <ul><li>Major cutbacks already, more in the offing (June 22 budget) </li></ul><ul><li>Self-service now critical strategic objective for every public sector body </li></ul><ul><li>PS NI 14 abandoned </li></ul>How to build up website take-up
  11. 11. Since our last seminar in Birmingham.…. <ul><li>Local government spending transparency </li></ul><ul><li>New items of local government spending over £500 to be published on council-by-council basis from January 2011. </li></ul><ul><li>New local government contracts and tender documents for expenditure over £500 to be published in full from January 2011 </li></ul><ul><li>(NB 24m central government transactions released </li></ul><ul><li>last week) </li></ul><ul><li>This is just the beginning! </li></ul>How to build up website take-up
  12. 12. Just published last week........ <ul><li>Review of Birmingham City website disaster </li></ul><ul><li>Can the customers and citizens of </li></ul><ul><li>Birmingham find what they’re looking for? </li></ul><ul><li>The simple answer is yes, in broad terms, </li></ul><ul><li>although more work could now be done . </li></ul><ul><li>Auditor and author of report </li></ul>How to build up website take-up
  13. 13. In our information pack <ul><li>NHS Choices – Trusted health content for your website </li></ul>How to build up website take-up
  14. 14. Also in our information pack <ul><li>A critical message </li></ul>How to build up website take-up
  15. 15. We have identified ten things that council chief executives should ask about their website ......................... <ul><li>Q1 How much do failed website visits cost your council? </li></ul><ul><li>Q2 What proportion of council enquiries now come in via your website? </li></ul><ul><li>Q3 What are the top tasks that people want to carry out on your website? </li></ul><ul><li>Q4 How satisfied are visitors to the website? </li></ul><ul><li>Q5 How ‘useful and usable’ is the website? </li></ul>How to build up website take-up
  16. 16. We have identified ten things that council chief executives should ask about their website ......................... <ul><li>Q6 What percentage of your local population uses your website each month? </li></ul><ul><li>Q7 How easily can people use your website from their mobile phones? </li></ul><ul><li>Q8 Are people who phone the council out of hours directed to the website? </li></ul><ul><li>Q9 Can disabled people use your website easily? </li></ul><ul><li>Q10 Is your website working with social media to broaden communications with the local community? </li></ul>How to build up website take-up
  17. 17. But the top three are really essential................. <ul><li>Q1 How much do failed website visits cost your council? </li></ul><ul><li>Q2 What proportion of council enquiries now come in via your website? </li></ul><ul><li>Q3 What are the top tasks that people want to carry out on your website? </li></ul>How to build up website take-up
  18. 18. Especially the top one................. <ul><li>Q1 How much do failed website visits cost your council? </li></ul>How to build up website take-up
  19. 19. The key arguments <ul><li>Web is cheapest and most used channel </li></ul><ul><li>Usage is also increasing steadily </li></ul><ul><li>But visit failure is increasing (and visitor satisfaction is dropping) </li></ul><ul><li>This creates costly and avoidable contact in other channels (esp phone) </li></ul><ul><li>The web must work right first time, every time </li></ul><ul><li>You need the management information to communicate this </li></ul>How to build up website take-up
  20. 20. A communication problem? <ul><li>Our view........... </li></ul><ul><li>Senior managers do not know to ask the right questions (hence, our Better connected briefing) </li></ul><ul><li>Web managers do not educate them with the right information (hence, our suggestion of standard template) </li></ul>How to build up website take-up
  21. 21. A standard template <ul><li>Table 1: Basic statistics for this month </li></ul>How to build up website take-up XYZ Council Other councils (same type) All councils across UK Visitors to the website 7,361,522 Offered surveys 3,280,729 Surveys completed 23,693 % seeking information 57.75% % seeking transactional services 18.61% Feedback comments N/a 63.04%
  22. 22. A standard template <ul><li>Table 2: XYZ Council visitor numbers compared with </li></ul><ul><li> other councils of their type </li></ul>How to build up website take-up Note: Definition of visitor is one person making one or more visits in any one calendar month to the same council website (unique visitor) This month Last month Last year XYZ council Average - council of their type Highest - council of their type Lowest - council of their type Estimate for all UK 26,825,704 23,243,671 18,559,363 Change for all since Up 15.4% Up 44.5%
  23. 23. A standard template <ul><li>Table 3: Failure to find information: </li></ul><ul><li> XYZ Council compared with other councils </li></ul>How to build up website take-up Note: Definition of visitor is one person making one or more visits in any one calendar month to the same council website (unique visitor) (Low= good performance; high = poor performance) (   Low= good performance; high = poor performance) This month Last year % change xxx council Results for other councils of their type Lowest Highest Average across 21.14% 20.57% Up 0.3%
  24. 24. A standard template <ul><li>Table 4: Net visitor satisfaction: </li></ul><ul><li> XYZ Council compared with other councils </li></ul>How to build up website take-up Note: Definition of visitor is one person making one or more visits in any one calendar month to the same council website (unique visitor) (Low= good performance; high = poor performance)   This month Last year % change XYZ council   Results for councils of their type Highest Lowest Average across 33.13% 33.88% Down 2.2%
  25. 25. A standard template <ul><li>Table 5: Volumes and failures by top 10 service areas for </li></ul><ul><li>XYZ Council </li></ul>How to build up website take-up Note: Definition of visitor is one person making one or more visits in any one calendar month to the same council website (unique visitor) (Low= good performance; high = poor performance) Service Estimated numbers of visitors % of total Estimated failures % of visits resulting in failures         Job vacancies Schools/youth Leisure facilities Libraries Rubbish collection Planning Housing Family history Council tax Events information All other services   Totals  
  26. 26. A standard template............ <ul><li>Our proposal is to help you report the right </li></ul><ul><li>information upwards in your organisation </li></ul><ul><li>What comments or questions do you have </li></ul><ul><li>to make this work for you? </li></ul>How to build up website take-up
  27. 27. Table 1: Basic statistics for this month <ul><li>Visitors to the website 21,107,642 </li></ul><ul><li>(estimate for UK) </li></ul><ul><li>Offered surveys 3,347,438 </li></ul><ul><li>Surveys completed 23,558 </li></ul>How to build up website take-up
  28. 28. Table 1: Basic statistics for this month <ul><li>Main purpose </li></ul><ul><li>of visit </li></ul>How to build up website take-up
  29. 29. Table 2: XYZ Council visits compared with other councils of its type <ul><li>This month </li></ul><ul><li>cf with last month </li></ul>How to build up website take-up
  30. 30. Table 2: XYZ Council visits compared with other councils of its type <ul><li>This month </li></ul><ul><li>cf with last year </li></ul>How to build up website take-up
  31. 31. Table 3: Failure to find information: XYZ Council compared with other councils <ul><li>This month </li></ul><ul><li>cf with last year </li></ul>How to build up website take-up
  32. 32. Table 3: Failure to find information: XYZ Council compared with other councils How to build up website take-up
  33. 33. Table 4: Net visitor satisfaction: XYZ Council compared with other councils <ul><li>This month </li></ul><ul><li>cf with last year </li></ul>How to build up website take-up
  34. 34. Table 4: Net visitor satisfaction: XYZ Council compared with other councils How to build up website take-up
  35. 35. Table 5: Volumes and failures by top 10 service areas for XYZ Council <ul><li>Top 10 in May 2010 </li></ul><ul><li>Job vacancies 11.46 </li></ul><ul><li>Libraries 7.48 </li></ul><ul><li>Leisure facilities 7.04 </li></ul><ul><li>Rubbish collection 6.21 </li></ul><ul><li>Schools/youth 5.17 </li></ul><ul><li>Planning 5.04 </li></ul><ul><li>Housing 4.48 </li></ul><ul><li>Council tax 4.25 </li></ul><ul><li>Family history 4.07 </li></ul><ul><li>Events information 3.86 </li></ul>How to build up website take-up
  36. 36. Table 5: Volumes and failures by top 10 service areas for XYZ Council <ul><li>Top 10 in May 2010 Failure to find </li></ul><ul><li>Job vacancies 11.46 21.63% </li></ul><ul><li>Libraries 7.48 15.71% </li></ul><ul><li>Leisure facilities 7.04 16.94% </li></ul><ul><li>Rubbish collection 6.21 17.91% </li></ul><ul><li>Schools/youth 5.17 22.64% </li></ul><ul><li>Planning 5.04 29.01% </li></ul><ul><li>Housing 4.48 23.95% </li></ul><ul><li>Council tax 4.25 15.98% </li></ul><ul><li>Family history 4.07 38.97% </li></ul><ul><li>Events information 3.86 21.04% </li></ul>How to build up website take-up
  37. 37. Failure to find what people are looking for <ul><li>By impact by service area (Top 10 in May 2010) </li></ul><ul><li>Job vacancies 2.48 </li></ul><ul><li>Family history 1.59 </li></ul><ul><li>Planning 1.46 </li></ul><ul><li>Leisure facilities 1.19 </li></ul><ul><li>Libraries 1.18 </li></ul><ul><li>Schools/youth 1.17 </li></ul><ul><li>Rubbish collection 1.11 </li></ul><ul><li>Housing 1.07 </li></ul><ul><li>Events information 0.81 </li></ul><ul><li>Social care and Health 0.74 </li></ul>How to build up website take-up
  38. 38. Failure to find what people are looking for <ul><li>By impact by service area (Top 10 in May 2010) </li></ul><ul><li>Other 6.22 </li></ul><ul><li>Job vacancies 2.48 </li></ul><ul><li>Family history 1.59 </li></ul><ul><li>Planning 1.46 </li></ul><ul><li>Leisure facilities 1.19 </li></ul><ul><li>Libraries 1.18 </li></ul><ul><li>Schools/youth 1.17 </li></ul><ul><li>Rubbish collection 1.11 </li></ul><ul><li>Housing 1.07 </li></ul><ul><li>Events information 0.81 </li></ul><ul><li>Social care and Health 0.74 </li></ul>How to build up website take-up
  39. 39. Failure to find what people are looking for <ul><li>By impact by service area (Bottom 10 in May) </li></ul><ul><li>Council tax 0.68 </li></ul><ul><li>Parking 0.55 </li></ul><ul><li>Bus information 0.51 </li></ul><ul><li>Highways 0.50 </li></ul><ul><li>Adult / further education 0.48 </li></ul><ul><li>Electoral register 0.37 </li></ul><ul><li>Council business 0.34 </li></ul><ul><li>Environmental health 0.33 </li></ul><ul><li>Building control 0.16 </li></ul><ul><li>Trading standards 0.15 </li></ul><ul><li>Licensing 0.10 </li></ul>How to build up website take-up
  40. 40. A standard template............ <ul><li>Our proposal is to help you report the right </li></ul><ul><li>information upwards in your organisation </li></ul><ul><li>What comments or questions do you have </li></ul><ul><li>to make this work for you? </li></ul>How to build up website take-up
  41. 41. Reduce failure – how to do it <ul><li>Clear picture of website success </li></ul><ul><li>Top tasks Completion Time Disaster Since to complete last year </li></ul><ul><li>Task 1 xx% xx secs xx% +xx% </li></ul><ul><li>Task 2 xx% xx secs xx% +xx% </li></ul><ul><li>Task 3 xx% xx secs xx% -xx% </li></ul><ul><li>Task 4 xx% xx secs xx% -xx% </li></ul><ul><li>etc </li></ul><ul><li>Overall failure to find information xx% -xx% </li></ul><ul><li>Net satisfaction xx% +xx% </li></ul>How to build up website take-up
  42. 42. In conclusion <ul><li>Learn as much as you can about failure to find what people are looking for </li></ul><ul><li>Start to change people’s thinking in your council about web management, and what constitutes success </li></ul>How to build up website take-up

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