using analytics to create change: a case study of the usa.gov home page
DESCRIPTION
Presented at the DC, VA & MD Search Engine Marketing Meetup event on May 27, 2014 (http://www.meetup.com/seo-72/events/179245102/). This presentation is a U.S. Government Work (http://www.usa.gov/copyright.shtml).TRANSCRIPT
Using Analytics to Create
Change: A Case Study of
the USA.gov Home Page
Michelle ChronisterUser Experience Team Lead, USA.gov
U.S. General Services Administration
@mchronister
About USA.gov
What?
Why?
Who?
U.S. government’s official web portal
Help the public find official government
information and services
Over 24 million users in 2013
This is the story
of our home page.
8.6 million sessions
Why is it important?
“A homepage has two main goals: to give
users information, and to provide top-level
navigation to additional information inside
the site.”
Jakob NielsenHome Page Real Estate Allocation
2006
2008
2010
2012
2014
June 2014
June 2014
June 2014
Analytics.
USE ALL THE DATA!
You need it to tell a rich story and find the why.
Make it compelling.
Wiser Women Promotion● Featured in rotator for 11 days
(243,000 page views)
● Email sent to 300,000
subscribers
Health Insurance● Featured in rotator for 9 days
(247,000 page views)
● Email sent to 480,000
subscribers
Performance of Content in Rotator
New
Visitor
New
VisitorFind Information
New
VisitorFind Information
Look at
Rotator
New
VisitorFind Information
Look at
RotatorScans Page
New
VisitorFind Information
Look at
RotatorScans Page Search
It’s a marathon
- not a sprint.
How to Use Data to Make Change
Understand it.
How to Use Data to Make Change
Understand it.
Tell people.
How to Use Data to Make Change
Understand it.
Tell people.
Advocate.
How to Use Data to Make Change
Understand it.
Tell people.
Advocate.
Iterate.
Thank you!
Questions?
Michelle ChronisterUser Experience Team Lead, USA.gov
U.S. General Services Administration
@mchronister