1. Actionable Web Analytics for e-GovIncreasing your ForeSee Score John Whalen, PhD Director, User Experience and Design, e.magination

2. Agenda Introduction What do I do if I have a low ForeSee score? What metrics should I collect? What will they tell me? How do I give senior management something to act on? Low cost / free tools for Measuring experience

3. Agenda Introduction What do I do if I have a low ForeSee score? What metrics should I collect? What will they tell me? How do I give senior management something to act on? Low cost / free tools for Measuring experience

4. Introduction Let’s not go with: HIPPO However:Analytics vs. Analysis & Recommendations

5. What is a ForeSee Score? ACSI: American Customer Service Index - Web Version ForeSee Results e-Gov Report 2009 Q2

6. What is a ForeSee Score? ACSI: American Customer Service Index - Web Version ForeSee Results e-Gov Report 2009 Q2

7. Top Performers

8. Top Agencies

9. What is the satisfaction score based on? 16 core questions (Privacy, Navigation, Content, Search) 3 to predict the future What is the final satisfaction score based on?

10. What is the satisfaction score based on? 16 core questions (Privacy, Navigation, Content, Search) 3 to predict the future What is the final satisfaction score based on? Overall Satisfaction Meeting your Expectations Compared to the Ideal Website Hmmmmmm..

11. Agenda Introduction? What do I do if I have a low ForeSee score? What metrics should I collect? What will they tell me? How do I give senior management something to act on? Low cost / free tools for Measuring experience

12. A story about trucks…

13. Our ForeSee discussion went like this: “You need to work on Navigation”

14. Our ForeSee discussion went like this: “You need to work on Navigation” “How?”

15. Our ForeSee discussion went like this: “You need to work on Navigation” “How?” “You need to work on Navigation”

16. What did we do? Listen Clear Strategy(CIO approved) Compelling Content Analytics / Web Metrics Plan Visual Redesign SEO Tuning / Simplify IA

17. Oh, and how’d we do? Low 60s -> Mid 70s Why not first???Hmmm… A person shall not drive a commercial motor vehicle unless he/she is qualified to drive a commercial motor vehicle. (a) Except as provided in §391.63, a motor carrier shall not require or permit a person to drive a commercial motor vehicle unless that person is qualified to drive a commercial motor vehicle. (b) Except as provided in subpart G of this part, a person is qualified to drive a motor vehicle if

18. Agenda Introduction? What do I do if I have a low ForeSee score? What metrics should I collect? What will they tell me? Low cost / free tools for Measuring experience How do I give senior management something to act on?

19. What metrics should I collect? ONLY those which relate to your web strategy! Portals most difficult, and reflected as such in the ForeSee data

20. What metrics should I collect? Top 25 Hits What was NOT a top hit but was on the homepage What is NOT on the homepage, primary navigation, but IS in the top 25 Why?: How can we simplify? Identify the political challenges.

21. Use the metrics as a political / data driven tool

22. Click Through Analysis Where are the drop offs? Which things are getting no traffic? WHY?: Put on your analysis hat. Unappealing? Not solving problems? Poor label?

23. Sources of Traffic Search Location Referrers Why?: Make sure that referrers know where to send people, and they know to refer at all!

24. Search Engine Patters Top 100 Search Entries What are the patterns? What categories are they in? Why?: What personas might they relate to?

25. Interviews: Metrics not found on a web server Interview boots-on-the-ground folks Review open ended questions on ForeSee Any other usability test/survey data Why?: Understanding. Humanize results. Met with each division to hear top 5 customer frustrations Interviewed call center folks

26. Advanced Data: Eye Tracking What is being looked at, but NOT clicked? What IS NOT being looked at? Why?: Is it design or labeling?

27. Review ForeSee Data Ensure you segment your audience Ensure you have one question like: If there was one thing you could change, what would it be? and What is the #1 thing you are looking for?

28. Beyond your site Technorati RSS Google Blog RSS Google Search RSS Twitter Search

29. Remember Social media activity goes slowly, like google search rankings. Think in terms of quarters, ½ years, not real-time web

30. Agenda Introduction? What do I do if I have a low ForeSee score? What metrics should I collect? What will they tell me? How do I give senior management something to act on? Low cost / free tools for Measuring experience

31. Info for Senior Management Only ANALYSIS which relate to your web strategy! Include recommended actions

32. Satisfy obvious questions to satisfy curiosity What are our top hits? How incredible is the response to _________________[ Mgmt pet project here] What are people searching for?

33. Make sure emotion is attached + + “I wish you had___________” “Put _______on the homepage”

34. …and make clear recommendations

35. Agenda Introduction? What do I do if I have a low ForeSee score? What metrics should I collect? What will they tell me? How do I give senior management something to act on? Low cost / free tools for Measuring experience

36. Basics: Google Analytics Growing fast. Study Goals/Goal Analysis

37. New/Free Tools Twitter: Klout Twitter: Tweetdeck Blogs/Inbound: HubSpot Blogs: FeedBurner Videos: Google Analytics Ning: Google Analytics

38. Thank you! John Whalen, PhD Director, User Experience Twitter: @johnwhalen Email: john.whalen@emagination.com LinkedIn: http://www.linkedin.com/in/johnwhalen