#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:
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.”