May 15, 2024 - Updates, priorities of the week

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Back to GC Web Priorities Meetings - Réunions des Priorités Web du GC

Meeting information

Agenda

Updates

DTO

PCO/Public Safety

  • Departments are collaborating to provide information on wildfires
  • Public Safety (PJE Theme) - Monitoring wildfire events in Western Canada. Preparing for eventual requests for assistance from provinces. Evergreen wildfires event page is being reviewed and updated by partner departments: https://www.canada.ca/en/public-safety-canada/campaigns/wildfires.html

Presentation - ECCC - Jade Bourdages - Climate action awareness advertising campaign 2023-24

  • November 2023 campaign was launched
  • Goal was to show what Canadians can do for climate change
  • Data was very valuable in making adjustments during campaign
  • Two focuses
    • What individuals can do
    • How the government can help
  • What visitors were interested in - how government can help
    • Loans
    • Incentives
    • Grants
  • 4 out of 5 top clicked links, in the “what government can do” section
  • We also used the Page Feedback Tool
    • Some people were insulted by emphasis on individual action, on such a big problem
    • 80% of feedback said that government was most responsible to solve problem
    • People want government to be part of the solution
    • Global was the 3rd most used term in feedback
  • People expect that the GC website would focus on government action, rather than individual action
  • A/B testing, we tested what was displayed first “We’re here to help” first, and the “Individual” section
  • “We’re here to help” displayed first:
    • Better bounce rate, reduced by 14%
    • Reduced negative feedback by 74% according to Page Feedback Tool
    • No negative impact on number of actions or % of engaged visits

Questions:

Q: Would the H1 be more impactful if it was more than just "Raising the bar" to something like "Raising the bar to tackle climate change in Canada"?

A: The web team came in late to this campaign, that was more with the marketing team. In future campaigns we will be involved earlier, as well as use A/B testing and adjust accordingly.

Q: What were the top clicks on Raising the bar section and what does this tell us?

A: Most clicked:

  • At home
  • Canada Greener Homes

After this section, many users went back to “We’re here to help” section

A/B testing strategy for Life Events on Canada.ca - Lisa Fast DTO

  • Number of teams looking at life events approach on Canada.ca
  • We compare visitor behaviour analytics between version A and B
  • Best practices
    • Test small changes incrementally
  • Test 1 Narrow Banner April 22-28
    • When there was a large banner, negative results
    • Wanted to test if narrow banner was more effective
    • Tested on mobile and desktop
    • Predicted that there would be increase clicks on links, and less use of search function
    • Success criteria was met, significant increase in click-through rate for most requested links
    • Statistically significant: When the data shows that the differences are not due to chance, when it’s due to a design change

Q: Can we test not having a banner at all?

A: Many pages don’t have a banner.

In this case, we had a lot of issues with users hitting spam sites. So it was important to show that the page was authentic, to reinforce trust. So that’s why the banner is used here, for branding/trust purposes.

In general we can say that shorter links are better, especially on mobile, because it’s easier to navigate. Especially when links wrap, it pushes the content down.

Test 2: Shorter page with All services button

  • Testing to shorten Canada.ca homepage by replacing 12 links with an “all services” button
  • There were some themes that represented only 1% of users, so better to put them in “all services”
  • We will see how the clickthrough rate compares with and without all themes listed

Comment:

I don’t really see many of these pages as services. Many pages are informational.

A: It depends how you look at it. But you’re right, perhaps “Services” doesn’t capture all the content. We might need to see if there’s a better way to describe the pages.

Roundtable

TBS

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