The Health & Safety Executive (HSE) offer a large amount of online content aimed at multiple audiences. They collect a lot of data about customer behaviour on the site via webstats, but wanted a more in-depth understanding of their audience’s needs and opinions.
Join the Dots integrated survey data with web analytics data at an individual user level. This meant that users’ reactions could be examined in the light of their behaviour: the pages they visited, the search terms they used, and the way they arrived at the website.
Combining data in this way greatly increased HSE’s understanding of their users’ experience, including what was working and what wasn’t for each specific audience. Using this insight, we were able to help them target areas of the site to optimise.
For more information about this project, please contact Janice Townley