PDS is working on a new website and we're starting with MPs’ pages. What better place to start than analysing data for the existing website? So the Analytics Team did exactly that.
We looked at Google Analytics data to understand how users interact with these pages. This will help the Development Team build an improved site with a better user experience. Here's some of what we found...
Boris gets a lot of emails
Event tracking on Google Analytics collects data about how users interact with content on a page. On the MPs’ pages, there’s a lot of ‘events’ that can take place. Clicking on an email link, an outbound link, a Twitter link and so on. We found that users of our website mainly use these pages to email MPs.
We also found that 42% of all emails sent to Boris Johnson via his MP page were in June. He also received more emails than any other MP.
It’s all about the search
We then looked at where our users were coming from. 61% of users who interacted with these pages arrived via a search engine, instead of navigating to a page.
We then looked at the search feature on the website. Most users filtered their search by political party more than any other option: name, constituency, location and gender. Also, the filtered search was about 70% more popular than the keyword search box. These findings show that the search function needs to be improved.
On the left hand side of these pages, there’s 3 internal links and we wanted to find out if users were clicking on any of them. We found that ‘Current State of the Parties’ was the most clicked link. Although most of the traffic came from search engines and not from the MPs’ pages themselves.
Finally, we looked at the pages that users leave our website from (also known as ‘exit pages’). In 72% of cases, the user journey ended after a task had been completed like clicking on an MP’s website. This suggests that the purpose of visiting these pages has been fulfilled.
We’ll continue to blog about our findings as we work on the new website for Parliament. Read the previous updates about the new website.