#95 Trish Lavery – website analytics in government communication

Our podcast guest is Trish Lavery, from the Department of the Environment in the Australian Government. Trish is the Assistant Director in the Design and Analytics area of the Innovation and Behavioural Insights Team. Her role includes website analytics, A/B split testing of websites, and looking at the effectiveness of digital social media interactions.

Trish has a PhD in marine biology and undergraduate degrees in science and behavioural science. In this interview with David Pembroke she discusses:

  • solving problems with design thinking, innovation and behavioural science
  • a case study on improving customer surveys
  • driving innovation internally
  • human centred design
  • using analytics to determine what information people are searching for
  • testing public engagement on social media
  • A/B split testing on websites
  • the alignment of content and analytic data

Listen to the podcast:

Selected links:

Download the transcript

Connect with Trish on LinkedIn

Department of the Environment and Energy website

Trish Lavery on improving the user experience with web analytics:

“We’ve been looking recently to do some website analytics and looking at different pages, and looking at the data behind them and finding “What were people searching for when they landed on this page and how can we improve that and get them to the answer that they wanted as quickly as possible?” For example, we have a wildlife trade page which is largely to do with importing exotic animals into Australia and when we looked at their website and looked at the analytics behind that, we found that actually most of the people visiting that page were people migrating to Australia that wanted to know if they could bring their pets which is not actually part of our responsibility.

A lot of the work that we do is actually convincing people that less time spent on our website is a real win. If people can get in and get the information they need, for example, “That’s not us. That’s Department of Ag that you need to go to, here’s a link,” that’s a real win for us and it’s very different from the commercial world where you absolutely want to increase engagement with the website.”

 

 

David Pembroke

About David Pembroke

David Pembroke is the CEO and founder of contentgroup, a government and public sector content communications agency based in Canberra, Australia.

He has a commerce degree (marketing major) from one of Australia’s leading business schools (University of New South Wales) and worked in product management for the American multinational 3M. He changed careers to work in media where he spent a decade as a radio current affairs and sports reporter for the Australian Broadcasting Corporation.

He was the communications director of the Australian Rugby Team when they won the Rugby World Cup in 1999 and is a member of the Australian Olympic media team.

contentgroup was founded in 1997 and offers consulting, content production, training and research services. David hosts InTransition, a weekly podcast which examines the practice of content communication in government and the public sector.

More posts by David Pembroke

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