COMMERCIAL/GOVT SITES; SIMILARITIES AND DIFFERENCES IN ANALYTICS

MIKE SUTER-TIBBLE

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DIFFERENCES - ACQUISITION▸ Generally, govt services not that bothered about

acquisition▸ Don’t get this at individual property level (gov.uk is

our biggest referrer)▸ Comms campaigns / services being marketed are

the exception

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DIFFERENCES; MEGA-FORMS▸ Contact / lead gen forms might be 7-10 fields▸ Carers’ Allowance has over 100 fields; can be 50

screens long▸ Very concerned about accuracy of responses (for

benefit claims)▸ Use sessionControl quite a lot

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OTHER DIFFERENCES▸ Most outcomes are offline, so hard to track

▸ Online journey is simply submitting the application▸ Decisions about whether (and how much) to award are

offline▸ Do a lot of data linking/uploading outcomes into GA

▸ Analytical background of web analysts▸ Content is defined by GDS - no images!▸ Test different releases rather than A/B test

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SIMILARITIES▸ Agile▸ Rely on Devs to implement code!▸ Customers often need help to understand what they

want to measure, and with statistical concepts like significance

▸ Designers/copywriters don’t always like their ‘expertise’ being challenged

▸ Can be difficult to convince people analytics is more than playing about with standard reports in GA