Directgov uses Speed-Trap technology to deliver best possible online experience.

Customer insight technology from Speed-Trap, provided via Steria, is being used by Directgov to analyze interaction with over 15 million web visitors a month.

www.direct.gov.uk the UK government's digital service for people in England and Wales, has implemented Speed-Trap’s online customer insight software to aid in understanding visitors’ needs and deliver the best possible online experience in terms of both usability and access.

Directgov provides easy access to government information and services, delivering up-to-date information and practical advice about public services. Directgov is accessible via the web, mobile phone or television. The Directgov website enables people to access a number of government services online, for example apply for or renew passports, apply for jobseeker's allowance, receive advice on benefits or pay car tax. The government also uses Directgov to transmit information to the public in times of crisis or emergency, for example during the disruption caused by heavy snow in early 2010 or the swine flu outbreak in 2009.

The Directgov website receives over 27 million visits a month and the Speed-Trap software enables Directgov to monitor visits, visitors and more than 360 million page impressions to ascertain accurate visitor numbers, routes to and through the site, the most popular pages and how to help visitors find the information they are looking for.

Using real-time information, Speed-Trap captures information on individual visitors’ interaction with the site to allow Directgov to tailor the site to deliver the best customer experience possible. Speed-Trap’s ability to attach specific behavior, experiences and outcomes to individual sessions has allowed Directgov to rapidly locate problem areas and apply their resources to address any issues which arise. All data collected is anonymized and is only used to enable Directgov to improve the usability and relevance of its online information service.

When use of the site is increased due to public announcements such as the rise in VAT or advice for travelers during bad weather spells, it is critical in these times of high demand that the Directgov website remains accessible and does not crash. Speed-Trap is also able to advise Directgov on their website capability during these peak times to allow them to plan for these events and sustain the increased traffic when needed.