Web traffic dashboards on the Performance Platform
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This contains things like
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• Site traffic• Most popular content• How users access the content• New and returning visitors• Sources of visitors• Total feedback received• Most commented pages
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But, only covers gov.uk, not content on ‘transactional pages’
- DWP- Department of Health - Home Office- Foreign Office - Department of Education - HMRC- DEFRA- BIS
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Content designers Comms peopleAnalysts
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Asking them if they are measuring meeting user needs
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We got some of them to map out the triggers for creating content/comms
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Then how that content is created and published
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And how they evaluate success when it goes live
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Data needs for content designers, comms people & analysts
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I need to know if the content we are creating is meeting user needs
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Is our comms helping people use the service?
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Is our comms directing people to the right place?
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I want all of this in one place, multiple sources of information is annoying
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I don’t want to rely on (the bottleneck) GDS to get the information I need
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I want information aggregated so we can spot problems early
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I need granular/specific information so I can improve our comms and content
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Themes
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Departments don’t really know if their content is meeting user needs.
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“I think it’s safe to say we don’t know that (we’re meeting user needs) yes” Comms analyst
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They are desperate to know though
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Departments have limited/no access to analytics for their content.
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“Our department has blocked access to analytics” (anonymous) Performance Analyst
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Analysts are doing admin, not analysing
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“We try and determine how well they (people in departments) will be able to use it (Google Analytics). We create and manage a bit of a triage service” Performance Analyst
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“Requesting GA individual access is so painful. We have to create google accounts, we don’t have gmail accounts” Analyst
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We then showed them what we are currently doing
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And got their feedback
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Web traffic dashboards
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Is an ok start
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“We need more granular reporting, those dashboards give us some info, but not as granular as we need. Analyst
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“The time periods are every six weeks, would be good if we could pick our own” Analyst
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People are interested in themes and groups. Not so much listings of individual pages.
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EG a filter for pages to do with immigration or the curriculum.
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/info pages
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/info pages are a great start. When people know about them, they use them.
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but, going to each page manually is not very efficient
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“It would be good if we could see these in one place”Department of Education
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Also we could give them more information, like this
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• date ranges• page title• what user need it was fulfilling• unique visits• time on page (criteria already set for success)• how many comments have been sent in about that page • in-page search terms (highest number first)• search terms related to that page/topic• related content on the site• traffic trends in the year (if applicable)• link to Feedex
Nod to @escmum for some of this
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Ranking problem reports
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Is also great
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“How do we get this” Department analyst
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But, it sits in a google doc…so barely anyone has access to it
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Potential Solutions?
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Use the same pattern we have for the services page on Performance Platform https://www.gov.uk/performance/services