Tracking website success with surveys and dashboards
BC Unclaimed has access to troves of data. But how could they turn that data into actionable insights?
Measurement and analytics workshop
Data dashboard design
Tangowork conducted a workshop with BC Unclaimed. Using Google’s HEART framework, we identified the most important website metrics to track.
Things like user adoption, engagement and retention could be measured using Google Analytics, with some custom code to track certain events. But the ultimate measurement of website success is whether users are happy.
To measure user happiness, we implemented an inline survey at the bottom of key pages on BC Unclaimed. The survey asks, at random:
Was this helpful?
Did you find what you were looking for?
How likely are you to recommend BC Unclaimed to a friend or relative?
After immediately capturing the user’s response, it presents an optional open-ended question that invites users to elaborate. All this data is aggregated to Looker Studio, where we’ve been thrilled to see the results:
95% YES — the website was helpful
90% YES — they found what they were looking for
Overall Net Promoter Score (NPS)* of 63.
*NPS is a way to measure whether people are promotors of your brand. 0 means people are neutral. -100 means everyone talks bad about it. +100 means everyone promotes it. For comparison, Apple’s NPS is 47, Walmart’s is -4, Amazon’s is 7.
Open-ended feedback has been equally gratifying: users love BC Unclaimed’s new website!
“Your system is fast and very easy to use”
“Very clear concise directions”
“The process is very user friendly.”
“That was quick and painless. Thank you!”
“Great service, great website. Thanks!”
Tangowork's project for BC Unclaimed demonstrates the value of a well-executed digital transformation. The rebranded, rewritten, high-performing website strengthen’s BC Unclaimed's credibility and provides an excellent user experience.
Read entire BC Unclaimed case study from beginning: