COMMERCIAL/GOVT SITES; SIMILARITIES AND DIFFERENCES IN ANALYTICS
MIKE SUTER-TIBBLE
TEXT
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
TEXT
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
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