We aim to collect performance metrics that help us assess how well a government digital service is performing in the following areas:
- User engagement
- User experience
- Platform performance and service availability
- Transaction metrics
- Traffic source and user flow
- Support ticket resolution
The performance metrics we track vary from service to service depending on the type of digital service and the platform used. For example, a website will have different KPIs than a transactional service. And the performance metrics we can collect on an online form, may be different than what we collect from a COTs product.
User engagement metrics
User engagement metrics help us understand how active users are, how long they interact with a digital service, how much content they consume and even provide insights into whether or not the content on a page meets their expectations.
User engagement metrics for email newsletters
- Click-through rate (CTR)
User engagement metrics for online forms and transactional services
- Bounce rate
- Average session duration
User engagement metrics for websites
- Bounce rate
- Average time on page
- Conversion rate
User experience metrics
User satisfaction
We measure user satisfaction in a number of ways.
Yukon.ca
- Total number of thumbs up and thumbs down submissions as measure of a satisfactory or unsatisfactory user experience.
- Use qualitative data to understand user feedback themes and user sentiment.
Other digital services – feedback form
- 4 likert scale questions to provide us with quantitative data on how satisfied users were with:
- Their overall service experience
- Findability
- Ease of use; and, if applicable
- Check out.
- 1 open-ended question where users can provide suggestions for improvement.
Accessibility
For digital services to launch to the public they must be compliant with the government’s accessibility standard. Over time these digital services may no longer meet this standard.
Accessibility for online forms and transactional services
Teams should periodically test their online forms and transactional services to make sure they meet the government's standard.
Accessibility for websites
Most of the government's websites use Siteimprove to help manage their content quality. The reports and dashboards they get from Siteimprove will let them know if their website is meeting this standard or not.
Search Engine Optimization (SEO) for websites
This score lets programs assess how well their webpages are set up for SEO.
Quality assurance for websites
This score helps programs assess the quality of their page content. This includes meeting the government's reading grade standard.
Digital Certainty Index (DCI) for websites
This score combines accessibility, SEO and QA scores to provide you with a measure of your website's overall health and effectiveness.
Platform performance and service availability
These performance metrics help you ensure your digital service is reliable and available for the public.
-
Uptime
- Error rate
- Time to recovery
- Page load time
- Latency
Transaction metrics
For transactional services and online forms you must collect the following data.
- Completed transactions
- Completion rate
- Abandonment rate
- Transaction time
- Digital uptake
- Rejection rate
Traffic source and user flow
These metrics help us make sure users are able to find and use digital services and navigate through them. Performance metrics are:
-
Total visits
- Visitor source which includes:
- Total page views
- Incoming and outgoing visits to and from:
- Internal pages
- Internal search
- Downloads (outgoing)
- External search engines
- Social media
- Campaigns
- Websites other than the site being examined (outlinks)
- Exits (outgoing)
- Others
- Geographical distribution of visitors
Support ticket resolution
Most teams do not have a formal ticketing system. For those that do, we want to see them track:
- Support ticket volume
- Support ticket theme
- Average time to resolve
Additional sources of performance data
- Front counter and service desks
- Phone calls from clients
- Web analytics
- Surveys
- Back-end systems. For example, monitoring systems for response times and availability.
What we do with this data
Our goal is to automate how we collect this data so when you launch your digital service you have the information you need to:
- have confidence your digital service is performing;
- assess how well features are helping or hindering users; and
- identify potential user experience issues.
Get help analyzing and your digital service's performance data
The eServices UX manager can help you review and interpret the data you've collected. They can help you set up additional user research to understand potential issues.
Get help determining solutions to UX problems
The eServices UX manager will help you figure out solutions to the UX problems you've identified. They will also help test the solutions before you implement them so you can be confindent they'll work.