Our user support analysts have used A/B testing to help 1,000 more users a month find the contact details they're looking for on GOV.UK.
Find out how ...
My name's Ricky Morris. I've been looking at how we can improve our processes around feedback on GOV.UK. We noticed that when people were getting in touch with us, they were asking for contact information that was already available on other pages. When people come to GOV.UK they may not know the exact name of the department that they want to get in touch with, so we had an idea about putting some of that contact information up so that people could get there easier and quicker. We ran an A/B test where we compared one design - a new design - to the old design. The old contact page had 5 links on it with the most popular contact pages. We added 20 more, and what we discovered was that for the new design, of 50,000 people a week who come to the contact page, we were helping nearly a thousand of them get straight to the contact information they needed. Running A/B tests is a great way of getting very robust data with very measurable evidence of how we're making an impact.