January 2013 - Informatics

Technology Updatemajor Government websites. The Rankis calculated on the basis of traffic drivingto a website for past week and month.IS YOUR WEBSITE LISTED ON WEBANALYTICS SERVICE?You need to visithttp://www.webanalytics.gov.in , to findrank of your website as compared toother government websites enlisted formonitoring. The home page displaystop 20 Websites with their rank based ontheir respective traffic in past week andmonth. There is a quick search on sideleftcorner which helps you find; if yourwebsite is being monitored. In case, youdo not find your website listed, you needto register an account by visiting(http://webservices.nic.in/webstat/default.aspx) and submit your website toenable monitoring and rank. This maybe helpful in getting insight into somebetter websites to seek help while yourejuvenate your own campaign.BADGEWeb Analytics Service also offerswebmasters a badge that can beembedded on their website to show theirrank. The badge is available only for top20 websites. The HTML code to embeda badge is available in the user areaavailable after login. The badge helps ingaining credibility in the eyes of visitorsand in promotion of your web campaign.OPTIMIZING A WEBSITE TOENSURE BETTER RANKINGWebmasters put in a lot of efforts inmaintaining a quality website and ensuretraffic to it. Analytics help webmasters toget the most of out of every effortinvested and drive great benefits forthem and their organization.Data collected at each step of the wayto conversion can help webmasters andtheir organization in optimizing eachcampaign's performance. By‘Campaign’ we mean your drive topromote any service, information orscheme amongst the visitors. Somehandy tips on how to use the data tomaintain a balance between the visitors’satisfaction index and content promotionis mentioned below.• Know your visitorsFor a campaign or your website intotal, to have any chance of succeeding,it has to reach the right audience. Clearlydefining visitors’ segments is a criticalcomponent of any campaign. You canuse the data from previous campaigns orwebsite’s with similar nature of contentor service to determine which visitors aremore likely to respond to yourcampaign.Alternatively, if the website is meantfor some specific group of people or aparticular genre, it becomes easy for youto analyze and conceptualize, the wayyou should put the data and the extentof instructiveness you need to offer forinteractivity.For an in-house email list, you can useattributes that you have available in thedatabase and create a segment of visitorswith those attributes that have respondedin the past.• Target the Right Channels forPromotionThe question webmasters oftenstruggle with is where to start promotionof a website to make it popular amongmasses. Which channel (e.g. direct mail,email, display, search, social, etc.) orcombination of channels is likely to bemost effective for that particularcampaign? Use historical data to figurethe channels that your target segment ismore likely to respond to.Visitors’ use various channels in theirjourney in becoming a regular readerand likely to browse yourservices/information as first source. Theyuse those channels differently. Use data(current and historical) to figure what atypical visitors' (your desired segment)journey is and then determine whereyou should focus your efforts.• Proceed Strategically, Focus onQuality and Up-To-Date ContentIf your creative and messages do notwork you will notice it immediately inthe form of clicks. It is one basic rule thatmatters most and that is usuallyoverlooked.Your website should have sufficientand latest updates for the target audiencegroup. You should keep an eye onkeywords that are being searched for andalso the search terms that are derivingtraffic to your website. The landing pagesshould be user friendly, fast loading andwith quick navigational menus. To helpyou make your website compliant to theGuidelines for Indian GovernmentWebsite, you may visithttp://web.guidelines.gov.in. It is highlyrecommended to follow the guidelines inorder to ensure it proper accessibility,validity and performance.It is expected from all thegovernments functional at state,ministries and districts to enroll into WebAnalytics Service to help them keep aneye on traffic to their respective websites,which may further be helpful in betterweb administration.38 | informatics.nic.in | January 2013