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As reported in socitm’s Better Connected 2009 report, councils need to focus on making online journeys really work for the customer.
Online analysis and testing can help you understand how users are interacting with your site. By fully understanding what influences user behaviour, you can create efficiencies in the right places and improve service delivery.
Web analytics can help you understand how users are interacting with your site, where they are leaving and whether your online communications are effective in delivering your messages. Create a free Google Analytics account to get started. Or if already using Analytics, visit the new Google Conversion Centre for more best practices. cost = free
Website Optimiser helps you test your website design and content to understand how to improve a visitor’s experience on your website. cost = free
"When navigation attempts fail, 50% of users turn to site search" (Jupiter Media Matrix). By improving your landing pages, you can be more responsive to the needs of your community.
The fact that Google Analytics is a free product made the decision to use it straightforward for Westminster City Council. Merlin Sinclair of Westminster’s Communications Department reasons, “If it’s free and does the job to our satisfaction, why would we use anything else?”
Read the case study (PDF)
Camden uses the Google Search Appliance to make it easier for citizens to navigate their public website and help their employees find internal information quickly.
Read the case study (PDF)