[Cross-posted from the personal blog of Google Analytics Evangelist Avinash Kaushik] www.belgium.be Q: Tell me a bit more about what your site does, like what are the real goals (or give me some ideas about it) and what challenges you face, what do you expect people to get out of it?[ Best Practice:] A: The goal of our site is to be a portal to all the official information there is about Belgium and make information easy to find. Visitors should be able to figure out which Ministry is responsible for what tasks.[ Best Practice:] English language site as well as those in other languages (Google Translate !), I came up with the following five questions I could ask data to measure success.~ ~ ~ ~ ~
Let’s take each of these questions one at a time and figure out the best way to answer each using a true Web Analytics 2.0 strategy.Q1. Are Visitors able to find the information they are looking for? 4Q from iPerceptions , available in 18 languages, is a free on-exit survey you can use. If you don’t want to use a external survey build your own, ask four questions, analyze the data for:Were you able to complete the purpose of your visit today? “Which of the following best describes the primary purpose of your visit? ” and a standard report in 4Q will paint the above picture.Remember: Q2. Are the Visitors satisfied with their experience? hi ghest p aid p erson’s o pinion”) in the organization, even in the government will love to have a more direct (than task completion rate) answer to the question: Are our Visitors happy with our website? Based on today’s visit, how would you rate your site experience overall? Remember: 34 questions! Most were irrelevant. I would have answered a few, but this showed a fundamental disrespect for your customers. In the end your Visitors are upset and you suffer from a lack of data.Q3. What is the most popular content on the site? What area can we prioritize higher than it currently is? Measure Downloads: squirreling while we make decisions about how to improve the site.Outbound Link Tracking: Remember: Q4. How long does it take for someone to find key information they want? Remember: Q5. Does the right information actually exist on the website? What major things might we be missing on our website? internal site search analysis . It is simply da bomb!bounce rate of your search results page. I.E. People come to belgium.be, search for the term hippo and the search results are so bad that 33.33% of the people exit from that page! They don’t even bother to do anything. Just bail. Bounce. Kaput!Remember: Note: What was not tracked or emphasized. . . One last quick example. . . www.recovery.gov in addition to some of the metrics above I would probably also measure Visitor Loyalty and Recency . That’s because the government wants the data provided to be so sticky, and it is updated frequently, that it wants you to come and check it again and again.Fraud, Waste & Abuse ! Getting a ton of those would be a key performance indicator! : )www.belgium.be ? What would you have recommend that I did not?my blog ).PS: Web Analytics 2.0 .PPS:
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great article, thanks for this. most of these rules can be applied to normal websites.
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These can be an excellent way to understand what content is missing from your website. You can of course also use the open text voice of customer (VOC) from surveys like 4Q, look for Visits with Task Completion = No.
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