Governments have come a long way in using data to improve citizens' lives. But one area that could still use improvement is setting detailed goals to boost citizens' experiences with government agency websites, apps and campaigns.
A first and crucial step is to translate a government agency’s goals into performance indicators for digital assets. This has been covered well in this article.
After that, the government agency needs to find the best way to measure progress. That's where a good analytics platform comes in. The platform should be configured to collect data in a responsible way and output metrics that reflect the agency's goals. Proper setup is crucial and unfortunately not all commercial platforms are fit for use in the public sector.
The Right Goals and Metrics for Government Agencies
Similar to private sector organizations, a government agency should create a tracking plan. In business, key performance indicators reflect metrics such as sales targets and customer lifetime value. For the public sector, indicators of citizen experience are most likely to be at the center of the tracking plan.
Pew Research data shows that American citizens visit government websites for information (49%), documents (41%) and services (33%). Reducing the number of actions citizens need to reach their goal is the best way to improve their experience.
Analysts need to pick metrics that best capture citizens' online actions for a given agency. This means tracking more than data related to the last action or end goal, such as a form submittal or file download.
Analysts should seek to measure every step of the citizen journey, from entering a website to the actions leading up to goal completion. Every page a citiz ..
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