Government Department selects web analytics service from PicNet
Announcement posted by PicNet 12 Oct 2010
Government Department selects web analytics service from PicNet
Mouse Eye Tracking used to measure the effectiveness of the Department of Agriculture, Fisheries and Forestry’s website and intranet
SYDNEY, Aust., 12th October 2010 – IT services provider PicNet today announced the contract win for its Mouse Eye Tracking web analytics service with the Department of Agriculture, Fisheries and Forestry (DAFF). DAFF has purchased the Mouse Eye Tracking™ software with a 24 month support package and is using the hosted version of the analytics service to better understand the behaviour of visitors to its website and intranet.
The team at DAFF had previously been interested in the potential of using traditional eye-tracking systems to improve the effectiveness of their website, but had been unable to seriously consider the option because of the associated costs. Mouse Eye Tracking provided the solution for analysing and evaluating the online behaviour of their website visitors, without a high cost burden.
“There are many things that can affect the way people navigate a website, which makes it difficult to reliably identify and measure trends,” said Marco Tapia, managing director of PicNet. “Mouse Eye Tracking gives users a visual representation of what is happening on their page. By viewing a heat map of a session you can see where actual mouse-clicks took place.”
Why Mouse Eye Tracking?
Based on solid user behavioral research and using the latest web technologies PicNet's Mouse Eye Tracking™ service is a sophisticated and effective IT solution that maximises a user’s investment in their websites by showing, in detail, what visitors are viewing on each page.
Research[1] shows that there is an 84% correlation between regions of a webpage gazed by your eye and the regions visited by the mouse cursor. Additionally, 88% of regions that are not gazed by the eye are also not visited by the mouse cursor.
Mouse
Eye Tracking provides graphic representations of how each individual visitor,
and the majority of visitors together, have been reading each page of a website.
This enables users to understand which areas of their webpage or website are of
most interest through the high viewing statistics, rather than the webpage
areas users assume are of interest.
The service also reveals the flow of visitor navigation across their entire website,
providing insights on how to best design the site to allow visitors to most
easily reach their goals.
Having initially trialed Mouse Eye Tracking’s free service to check for accuracy and effectiveness, DAFF then installed a self-hosted (appliance) version of the solution on its own servers in order to record higher numbers of sessions. The web team at DAFF is currently using Mouse Eye Tracking to analyse the web traffic to its intranet (15,000 visitors daily from Monday to Friday) and customer facing Department website (10,000 visitors per day).
The graphic reports that the software provides are very useful for management reporting. They allow users to show a visual representation of what people are actually doing on a website, which can greatly support arguments about website use, particularly when combined with other analytics tools and reviews of your own weblogs.
For example if a website has pages that contain lots of news items, the user wouldn’t necessarily know which ones were being most viewed. Mouse Eye Tracking provides this additional source of information that helps justify the decisions on how users set up their websites.
For more information about Mouse Eye Tracking, please visit www.picnet.com.au/MET
About PicNet
PicNet is a leading provider of IT services that help organisations use technology to increase productivity, reduce costs, minimise risks and grow strategically. With expertise in multiple technology and business areas, across a variety of industries, PicNet’s dedicated team of professionals has both the knowledge and experience to help clients become high performance businesses. Services include software development, PicNet’s own enterprise risk management system – Risk Shield. For more information about PicNet, please visit our website at www.picnet.com.au
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[1] Research sources available on request