The Good, the Bad, and the Idle
1st May 2020
Hello, all you cool cats and kittens,
Acting as a regular review, I will be putting together short articles commenting on the performance of ‘Give feedback on care’ (GFC). The aim of the game is to cover an overview of key performance indicators and a deeper dive into a particular function or area of the form.
This week I’ve been reviewing how the Session Modal is functioning, as well as submissions and conversion rate
You’re almost out of time
The ‘Give feedback on care’ form is set up to display a modal if a user has a period 60 minutes of inactivity, covering clicks and keyboard typing. Users then have 5 minutes to close the warning message, otherwise they are re-directed to reset form page, where they will have lost any information provided.
Tracking through Google Analytics/Tag Manager was set up on 21st April so that we could monitor user engagement to gain more insight into:
- how frequently this was happening
- how many users were being redirected
- which pages users were timing out on
Since implementation, we can see that on average there are 30 timeouts a day, with more activity mid-week. 14% of users are being redirected to the reset form page, whereas 22% of users are closing the pop-up and continuing with their journey.
Interestingly, I would assume that pages where a user is being prompted to type would be more likely to time-out, however of the 258 modal pop-ups so far, the data is clearly showing that the top 3 pages are:
- What kind of experience do you want to tell us about? — 84%
- Give your feedback — 8.53%
- When and where — 2.33%
After searching and selecting a service, users are most likely to timeout on the page prompting them for a view on their experience, which seems like an odd place in the journey considering the user has shown some level of engagement.
The following chart displays the breakdown of modal pop-ups by device category. The graph is clearly indicating that mobile users (82.5%) are dis-proportionally more likely to timeout in their session than desktop (14%) or tablet (3.6%), which would be interesting to explore why this might be happening.
The number of users closing the pop-up is low, however, the majority (22%) are on the Give your feedback page.
Users are mainly redirect on the ‘Give your feedback’ page (34%) or ‘What kind of Experience do you want us to tell us about?’ (26%), but once again the numbers are still low.
Both engagement with closing the pop-up or even being redirected is low comparative to number of events firing for session modal pop-up appearing.
Submissions and Conversion Rate
At a glance, we’re continuing to experience a dip in the level of users beginning the form journey as well as clicking that all important ‘submit’ button. Prior to the lockdown submissions were averaging about 700 a week, and now we’re seeing levels as low as 457. This last week’s submissions count was at 485, and the conversion rate at 39.98%, which is the lowest it’s been this year, so far.
However, there is upcoming campaign activity starting next week, which can hopefully improve the performance of GFC and give us more insight into how users engage with the form.
Key takeaways and questions
- Why are users timing out more on the ‘What kind of experience do you want to tell us about?’ than any other page?
- Is the timeout length of time consistent across all pages and devices?
- Are there users using the Give feedback on care form just for service searches?
- Are we removing all internal users from our data?
Other key pieces of information
- Negative experience submissions from whistleblowers, which makes up the largest proportion of users submitting feedback, has decreased by 16%
- Digital Take-up is at 32.6%, which is closing the gap on phone calls at 39.3%
- % of Anonymous users who have submitted negative feedback has decreased by 5% from 58.85% to 53.62%.
