in cais wts - martin greenwood

9 June 2010 How to build up website take-up

Best practice and networking eventHow to build up website take-up (9 June 2010)

How to build up website up website take-up


Introductions

• Martin Greenwood,Socitm Insight programme manager

• Terry Madgwick, Socitm Insight project manager for website take-up service

• Vicky Sargent, marketing adviser • Nic Streatfeild, GovMetric

• plus our guest speakers


Welcome

• Twitter hashtag WTS0610

• Welcome to our viewersFixed camera onlyE-mail questions and comments to

[email protected] in your views during or after event

• Your views on our service (printed yellow)


Programme for morning

1. Working with DirectGov (Sheenagh Reynolds, Local Directgov)

2. Minimising visit failure; maximising visitor satisfaction – (Dave Hylands, Chief Information Systems Officer, Wrexham)

3. Achieving success with online services for schools – (Amanda Derrick, Programme Director for GES Digitally)


Programme for afternoon

4. Developing customer access strategy for a lean future – (Simon Pollock, Head of Customer Services, Surrey)

5. Sharing best practice for council election results (Helen Williams, Socitm Insight)

6. Making improvements for Website take-upservice (Terry Madgwick, Socitm Insight)


The three main components

• High level information about satisfaction and take-up for the major channels

• More detailed information about satisfaction and take-up for the most critical channel

• Supporting information about costs and volumes for all channels

• GovMetric (rol)

• Website take-up service(Socitm Insight)

• Channel value benchmarking(Socitm Insight)


Overview of service

Results from

March 2010

• Key messages from today

9 June 2010

Customer access research study

We are looking for examples of good practice in

customer access.

If you think you have a good story, or know

someone else who has, please contact

[email protected].

How to build up website take-up


Since our last seminar in Birmingham.….

• A new government!



• Major cutbacks already, more in the offing (June 22 budget)

• Self-service now critical strategic objective for every public sector body

• PS NI 14 abandoned



Local government spending transparency• New items of local government spending over

£500 to be published on council-by-council basis from January 2011.

• New local government contracts and tender documents for expenditure over £500 to be published in full from January 2011

(NB 24m central government transactions released

last week)

This is just the beginning!

9 June 2010

Just published last week........

Review of Birmingham City website disaster

Can the customers and citizens of

Birmingham find what they’re looking for?

The simple answer is yes, in broad terms,

although more work could now be done.

Auditor and author of report



In our information pack

• NHS Choices – Trusted health content for your website

9 June 2010

Also in our information pack

• A critical message


9 June 2010

We have identified ten things that council chief executives should ask about their website .........................

Q1 How much do failed website visits cost your council?

Q2 What proportion of council enquiries now come in via your website?

Q3 What are the top tasks that people want to carry out on your website?

Q4 How satisfied are visitors to the website?

Q5 How ‘useful and usable’ is the website?


9 June 2010

We have identified ten things that council chief executives should ask about their website .........................

Q6 What percentage of your local population uses your website each month?

Q7 How easily can people use your website from their mobile phones?

Q8 Are people who phone the council out of hours directed to the website?

Q9 Can disabled people use your website easily?

Q10 Is your website working with social media to broaden communications with the local community?


9 June 2010

But the top three are really essential.................


Q2 What proportion of council enquiries now come in via your website?

Q3 What are the top tasks that people want to carry out on your website?


9 June 2010

Especially the top one.................



9 June 2010

The key arguments

• Web is cheapest and most used channel • Usage is also increasing steadily• But visit failure is increasing (and visitor satisfaction

is dropping)• This creates costly and avoidable contact in other

channels (esp phone) • The web must work right first time, every time• You need the management information to

communicate this


9 June 2010

A communication problem?

Our view...........

• Senior managers do not know to ask the right questions (hence, our Better connected briefing)

• Web managers do not educate them with the right information (hence, our suggestion of standard template)


9 June 2010

A standard template

Table 1: Basic statistics for this month


XYZ Council Other councils (same type)

All councils across UK

Visitors to the website7,361,522

Offered surveys 3,280,729

Surveys completed23,693

% seeking information57.75%

% seeking transactional services 18.61%

Feedback comments N/a 63.04%

9 June 2010

A standard template

Table 2: XYZ Council visitor numbers compared with

other councils of their type


Note: Definition of visitor is one person making one or more visits in any one calendar month to the same council website (unique visitor)

This month Last month Last year

XYZ council

Average - council of their type

Highest - council of their type

Lowest - council of their type

Estimate for all UK 26,825,704 23,243,671 18,559,363

Change for all since Up 15.4% Up 44.5%

9 June 2010

A standard template

Table 3: Failure to find information:

XYZ Council compared with other councils


Note: Definition of visitor is one person making one or more visits in any one calendar month to the same council website (unique visitor) (Low= good performance; high = poor

performance)

Low= good performance; high = poor performance) This month

Last year % change

xxx council

Results for other councils of their type

Lowest

Highest

Average across 21.14% 20.57% Up 0.3%

(

9 June 2010

A standard template

Table 4: Net visitor satisfaction:

XYZ Council compared with other councils



performance)

This month Last year % change

XYZ council

Results for councils of their type

Highest

Lowest

Average across 33.13% 33.88% Down 2.2%

9 June 2010

A standard template

Table 5: Volumes and failures by top 10 service areas for

XYZ Council



performance)

ServiceEstimated numbers of visitors

% of totalEstimated failures

% of visits resulting in failures

Job vacancies

Schools/youth

Leisure facilities

Libraries

Rubbish collection

Planning

Housing

Family history

Council tax

Events information

All other services

Totals


A standard template............

Our proposal is to help you report the right

information upwards in your organisation

What comments or questions do you haveto make this work for you?

9 June 2010


• Visitors to the website 21,107,642

(estimate for UK)

• Offered surveys 3,347,438

• Surveys completed 23,558


9 June 2010


Main purpose

of visit


9 June 2010

Table 2: XYZ Council visits compared with other councils of its type

This month

cf with last month


9 June 2010

Table 2: XYZ Council visits compared with other councils of its type

This month

cf with last year


9 June 2010

Table 3: Failure to find information: XYZ Council compared with other councils

This month

cf with last year


9 June 2010

Table 3: Failure to find information: XYZ Council compared with other councils


9 June 2010

Table 4: Net visitor satisfaction: XYZ Council compared with other councils

This month

cf with last year


9 June 2010

Table 4: Net visitor satisfaction: XYZ Council compared with other councils



Table 5: Volumes and failures by top 10 service areas for XYZ Council

Top 10 in May 2010

Job vacancies 11.46Libraries 7.48Leisure facilities 7.04Rubbish collection 6.21Schools/youth 5.17Planning 5.04Housing 4.48Council tax 4.25Family history 4.07Events information 3.86


Table 5: Volumes and failures by top 10 service areas for XYZ Council

Top 10 in May 2010 Failure to find

Job vacancies 11.46 21.63%Libraries 7.48 15.71%Leisure facilities 7.04 16.94%Rubbish collection 6.21 17.91%Schools/youth 5.17 22.64%Planning 5.04 29.01%Housing 4.48 23.95%Council tax 4.25 15.98%Family history 4.07 38.97%Events information 3.86 21.04%


Failure to find what people are looking for

By impact by service area (Top 10 in May 2010)

Job vacancies 2.48Family history 1.59Planning 1.46Leisure facilities 1.19Libraries 1.18Schools/youth 1.17Rubbish collection 1.11Housing 1.07Events information 0.81Social care and Health 0.74


Failure to find what people are looking forBy impact by service area (Top 10 in May 2010)

Other 6.22Job vacancies 2.48Family history 1.59Planning 1.46Leisure facilities 1.19Libraries 1.18Schools/youth 1.17Rubbish collection 1.11Housing 1.07Events information 0.81Social care and Health 0.74


Failure to find what people are looking for

By impact by service area (Bottom 10 in May)

Council tax 0.68Parking 0.55Bus information 0.51Highways 0.50Adult / further education 0.48Electoral register 0.37Council business 0.34Environmental health 0.33Building control 0.16Trading standards 0.15Licensing 0.10


A standard template............

Our proposal is to help you report the right

information upwards in your organisation

What comments or questions do you haveto make this work for you?

9 June 2010

Reduce failure – how to do it

Clear picture of website success

Top tasks Completion Time Disaster Sinceto complete last year

Task 1 xx% xx secs xx% +xx%

Task 2 xx% xx secs xx% +xx%

Task 3 xx% xx secs xx% -xx%

Task 4 xx% xx secs xx% -xx%

etc

Overall failure to find information xx% -xx%

Net satisfaction xx% +xx%



In conclusion

• Learn as much as you can about failure to find what people are looking for

• Start to change people’s thinking in your council about web management, and what constitutes success

in cais wts - martin greenwood

Spiritual

council basis

council chief executives

new government

new local government

local population

local community

citizens of birmingham

customer access strategy