Improving customer experience for speeding related queries

Speeding is one of the most accessed demand related content on our website.  As part of our ongoing review process and based on user feedback we reviewed the way our users are currently accessing the pages, the queries they are making and how they make them.

Before we made any changes, we looked closely at performance data and spoke to our colleagues at the Speeding Enforcement Unit (SEU).

From this review, it’s clear that the current format of information does not work well. The user experience is not of the standard we have elsewhere on the site and as a result is making it hard to achieve user goals.

We also found out from speaking to the SEU, that there is currently a high demand of applications and queries.

We want our content to be user focused and task-orientated.  We want our users to find what they are looking for as easily and quickly as possible.

Our evidence

  • Analytics. By analysing pages with Google Analytics, we were able to determine which pages our users are looking at and which pages they really aren’t interested in.
  • User feedback. By analysing user comments collected from an in-page form asking ‘How can we make this page better?’, we identified over 40% of the responses were asking us to provide an email address and over 25% were asking for a phone number that’s ‘answered’.
  • General enquiries. By analysing the responses from the website’s general enquiry form, we found that 17% of general enquiries were related to speeding enquiries. This was averaging at 34 enquiries a month that needed to be internally referred on through double handling.
  • Identified user goals. By using the data from the in-page feedback, general enquiries and Google Analytics, we were able to identify the user goals. The reasons users are coming to us.
  • Working with colleagues. By working with the SEU to discuss how their pages are working for them and to agree user goals.

What we have done as a result

We have made significant changes to the content and structure on the speeding pages.

We have written straight forward content in a simple structure to make it easier for our users to get answers to their queries, eliminating the need for them to contact us as often.

We have used appropriate page titles to inform users what they will find on that page.

Our users want to contact us by email, so we have highlighted the use of our online form.  This has been reviewed and amended to cater for all types of speeding enquiries and made clear that this is how users email the SEU.  We also offer alternative ways of communication.

We have reviewed and agreed the rewritten content and structure with our colleagues in the SEU.

What we will do next

To see if there is any impact from the changes we make, we will continually review and compare the performance data with what we looked at before the changes were made.  We will check to see if the user goals remain the same.

What we expect to see

  • An increase in ‘this page was useful’
  • An increase in users being able find the information they are looking for
  • An increase of online forms completed
  • Less calls into the Speed Enforcement Unit where the answers to enquiries are on the website

Speeding landing page before review

Speeding landing page after review

Posted inContent