14 December 2010 Page 1

Website take-up servicedevelopments

Terry Madgwick

14 December 2010 Page 2

Current subscribers

141 councils now subscribe

• Shire counties 16• Shire districts 48• London boroughs 11• Metropolitan districts 16• English unitaries 18• Welsh unitaries 22• Scottish unitaries 10

+ 2 more LAs implementing

Up from125 councils 12 months ago

Features

• Results from survey for own council and peers– total no of visitors– profile of visitors– profile of visits– quality of experience

• Monthly analysis and newsletter• Two free places at two

workshops / year• An annual Insight briefing*• Published notes from seminars* * new in 2011

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How the service works• Participants place web snippet in site pages

• Approx. one in 5 visitors are asked if they will complete the survey (actually based on page views)

• They are not asked more than once a year as a cookie is dropped at that time (unless they delete the cookie!)

• The survey screen is launched as visitors leave the site / sub domain, if they have agreed to participate

• There are 16 main questions

• The process also captures total number of visitors

• Supporting reporting software provided including correlations, trends and “raw” data

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New questionnaire from Jan 2011 (1)

• Minimal change to questions (current set shown at http://www.socitm.net/info/165/services/31/website_services/5 )

• Note 1: reporting cannot cross years (ie questionnaires)

• Note 2: fresh cookie so resurvey past respondents

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Q3 What was the main service area that you were interested in today?

We have reviewed the options that were heavily influenced in 2008 by N1 14 (now defunct). From January 2011 the options will be:

1 Adult / further education

2 Business

3 Council business

4 Council tax

5 Electoral register

6 Environmental health

7 Events information

8 Family history

9 Health

10 Highways

11 Housing

12 Job vacancies

13 Leisure facilities

14 Libraries

15 Parking

16 Planning

17 Rubbish and recycling

18 Schools/youth

19 Social care

20 Transport and Buses

21 Other- please say (free text)

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Question 14 optional question on ethnicity

..... will in future allow respondent to show nationality within British category

English,

Irish,

Northern Irish,

Scottish or

Welsh

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Community of practice

Following on from discussion at previous

meetings we have established a Community of

Practice for Website take-up service subscribers.

It now has 96 members. Please join at

www.communities.idea.gov.uk

14 December 2010 Page 8

Other imminent developments (1)

Google Analytics – an optional additional module for the Website take-up service

“Fantastic learning opportunity for web-workers to develop new skills”

“Huge value in reliably installing GA to have an agreed set of common goals and metrics which can be compared with peers and from which benchmarks can be obtained”

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The Google Analytics (GA) moduleEffective website analytics is key to making better

decisions on how to improve by better understanding how users interact with websites

GA provide actionable insights on how best to make improvements based on users’ needs

Our GA Fundamentals module aims to support and fast-track the deployment of an enterprise level analytics platform whilst minimizing risk and effort.

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With the guidance and support of ConversionWorks, a Google Analytics Certified Partner we aim to make the transition to GA as smooth and easy as possible.

Our GA Fundamentals module is specifically tailored to the needs of a Local Authority website - large scale, content rich, with a wide variety of users and website goals.

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Some of the reports covered include:

Visitor metrics: How many visitors, Where do they come from?

Traffic sources: Visits from email, search engines, other sites

Pageview/Content metrics: What content are people most interested in, how long do they spend viewing a specific page, where do users go to after visiting a specific page?

Engagement metrics: Time on site, bounce rate, pages per visit

Onsite search usage: What do people search for, how successful are their searches?

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What’s Included?GA Installation Guide – comprehensive guide tailored to the specific

needs of a local authority website. It will include specific instructions on deployment, detailing best practice approach content rich, diverse websites.

GA Audit - on completion of installation (by the customer) we will perform an audit to verify the installation covering fundamentals of account configuration.

2 hours of GA troubleshooting support – support from the experts at Conversion Works.

Registration for monthly reporting - in spreadsheet form – of results for all participating LAs.

Plus access to workshops

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Optionally …additional, more advanced reports including measurement of completed

website goals, how to establish key website outcomes and how to more accurately configure your account to properly measure traffic as it moves across your various domains and sub-domains.

The “Fundamentals+ module” requires a more advanced level of technical skill to deploy but once in-place will provide additional reports and insight into the performance and usability of the website.

In addition to what’s shown above there will be an Advanced Installation Guide - covering the setup of GA to measure site goals and typical key site outcomes, • Xdomain Light tracking - simple, but highly effective methodology for cross and sub-domain tracking. Downloads and Exits - methodology for global, site-wide tracking of downloads and exits

 

A further 2 hours of GA troubleshooting support

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and finally on GA …..

• Conversion Works can provide bespoke consultancy and training courses at additional cost

• You will be amazed at the amount and quality of free tutorial that’s available online and free –

“Google Conversion University”

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Other developments (2)

Customer Centric Index (with Gerry McGovern)

... A very useful diagnostic tool that pinpoints what your website visitors think works and

does not work - ideal when planning major changes to navigation, search and other key aspects of your website.

Components• Scores on experience with website• Visitor type• Reason for visit

Not a new idea, but has not yet been developed.to integrate with WTS.

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Review of day

Comments about today?

Comments about the service as a whole?

Thank you for coming

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Next time …

June 2011

Look out for details in monthly newsletter