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Benchmarking a Government Web Site - Case Study

The Client

Health Canada - Communications, Marketing & Consultations Directorate (CMCD)
http://www.hc-sc.gc.ca

The Challenge

In order to measure the performance and improve the effectiveness of its newly launched Web site, Health Canada's Communications, Marketing & Consultations Directorate (CMCD) needed to have it benchmarked against both best practices and its peers as well as conduct detailed research and analysis into Web site visitor behaviour patterns.

The PublicInsite Solution

Through the two main components of the PublicInsite Web Performance Frameworks (WPF)^™-the PublicInsite e-impact Benchmark^™ and Visitor Pattern Analytics (VPA)^™-we were able to translate the wealth of data from Health Canada's Web site visits into detailed performance reports that could guide organizational decision-making and determine if content was resonating with key target audiences.

PublicInsite's Web site Benchmark measured Health Canada's Web site against 10 ministry/department of health peer sites, based on over 400 meaningful, consistent and quantifiable indicators. Results were rolled up into a Balanced Scorecard, as well as an easy-to-understand report designed specifically for senior managers, packed with graphs, facts and findings.

PublicInsite worked with Health Canada staff to create the Key Performance Indicators and stakeholder filters needed to analyze the site using Visitor Pattern Analytics. Results were presented in a comprehensive report of over 40 pages, complete with a concise executive summary and graphs for each indicator.

Both the benchmarking and analytics results were accompanied by objective, fact-based recommendations, indicating the importance and impact of implementing each one.

The Result

Through benchmarking and analytics, PublicInsite empowered Health Canada staff with the tools and information needed to support continuous improvement and to strategically manage the ongoing evolution of its Web site.

Learn more about PublicInsite Web Performance Frameworks