research into analytics access for comms and content designers

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GDS @_Rossio_ Will Roissetter May 2015

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GDS @_Rossio_

Will RoissetterMay 2015

GDS @henryhadlow @_Rossio_ @cjforms

Research into content and comms analytics

GDS @henryhadlow @_Rossio_ @cjforms

Here’s what we’re (GDS) currently doing

GDS @henryhadlow @_Rossio_ @cjforms

Web traffic dashboards on the Performance Platform

GDS @_Rossio_

GDS @_Rossio_

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

GDS @_Rossio_

But, only covers gov.uk, not content on ‘transactional pages’

GDS @henryhadlow @_Rossio_ @cjforms

We also collect feedbackon every page on GOV.UK

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GDS @_Rossio_

Is there anything wrong with this page?

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You can write feedback

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This feedback gets emailedto the person responsible

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GDS @henryhadlow @_Rossio_ @cjforms

/info pages

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We show statistics about pages on /info pageseg www.gov.uk/info/tax-disc

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Problem reports are when someone has filled in the “Is there anything wrong with this page?” form

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A typical page receives300 problem reportsper million pageviews

GDS @henryhadlow @_Rossio_ @cjforms

Ranking problem reports

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We can rank the amount of problem reports v the volume of traffic a page receives

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This is just a google doc at the moment

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Not many people have access to it

GDS @henryhadlow @_Rossio_ @cjforms

Trending searches with Google Sheets

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GDS @henryhadlow @_Rossio_ @cjforms

We then went and spoke to people

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21 people

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From 8 departments

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- 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

GDS @henryhadlow @_Rossio_ @cjforms

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

GDS @henryhadlow @_Rossio_ @cjforms

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

GDS @henryhadlow @_Rossio_ @cjforms

We then showed them what we are currently doing

GDS @henryhadlow @_Rossio_ @cjforms

And got their feedback

GDS @henryhadlow @_Rossio_ @cjforms

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.

GDS @henryhadlow @_Rossio_ @cjforms

/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

GDS @henryhadlow @_Rossio_ @cjforms

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

GDS @henryhadlow @_Rossio_ @cjforms

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

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And use it for content and comms analytics

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Topics

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If you select these

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These re-order

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These show • Searches from page • Problem reports a

week • Bounce rate • Time on page

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If you want more granular detail, click the link

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It will take you to the /info for that page

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The info pages could also include a link to feedex

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Where you can see the feedback from the ‘Is there anything wrong with this page?’

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Anonymous feedback for”/info/jobsearch

/info/jobsearch

/info/jobsearch

/info/jobsearch

/info/jobsearch

/info/jobsearch

/info/jobsearch

/info/jobsearch

/info/jobsearch

Some feedback

Some feedback

Some feedback

GDS @henryhadlow @_Rossio_ @cjforms

Blockers

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Tagging…

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At the moment pages aren’t tagged well enough to power this.

GDS @henryhadlow @_Rossio_ @cjforms

Thanks