Any government agency that has data-driven goals in place, as part of an analytics framework, is off to a good start. (You can learn more about setting those goals in this Nextgov article.)
Those searching for more ways to improve citizens' digital experiences should look toward setting up experiments and a testing culture to optimize results over time.
The Right Goals and Metrics Are Still Crucial
Trying to test and optimize without solid goals and metrics will be, well, not optimal. Have a high-level goal or a purpose for a product or service before you collect any data.
A good example comes from the Government of the Netherlands. A senior researcher from the agency responsible noted that, “We publish information, and in our line of work the conversion is when someone reads the information and finds it helpful – when it answers their questions.” This purpose is in line with citizens' expectations. For instance, American citizens visit government websites for information (49%), documents (41%) and services (33%), according to data from Pew Research.
It's then easy to take such a purpose and create data-driven goals around a set of metrics. In this case, when we think of time-efficiency and user-friendliness of a digital product, we'd suggest looking at the following categories and metrics:
Navigation: referral pages, page click-through rates and bounce rates
Content: time spent, scroll depth and website search rate
Services: form conversion rates and funnel completion rates
Testing Around User Paths and Drop-offs
By the time you've set the whole analytics framework up, you’ll have a good idea of where your main problems might be. It’s tempting to st ..
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