Internationally Comparable Website Surveys www.statcan.ca International Marketing and Output Database Conference The Hague, Netherlands September 2005

Conventional Website Metrics ______________________ Good quantitative measures Visitors Visits Hits Page views Navigation paths Browsers But no qualitative measures Client demographics Satisfaction levels www.statcan.ca

Website Visitor Surveys ______________________ In an electronic dissemination environment Are web surveys a valid source of client feedback? Does what we learn influence the decisions we make? www.statcan.ca

Methodology Options ______________________ On-line surveys: Pop-up Fixed link E-mail invite Web panels Conventional surveys www.statcan.ca

International Comparison ______________________ Organizations Response rates USBC 3% NAAS 3% ABS 3% EIC 3% INSEE 2% STC 6% www.statcan.ca

Respondent age groups ______________________ www.statcan.ca

Top occupations ______________________ www.statcan.ca

Frequency of visits ______________________ www.statcan.ca

Extent to which visitors found what they sought ______________________ www.statcan.ca

Use of Information ______________________ www.statcan.ca

Overall satisfaction ______________________ www.statcan.ca

Future Directions ______________________ Can we benefit from a common frame of reference? Can we move beyond generic demographics and satisfaction levels to target strategic areas of collective concern? Is a web survey the appropriate tool? Is there a will to move forward? www.statcan.ca