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National Cancer Institute cancer.gov main site

National Cancer Institute cancer.gov main site

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National Cancer Institute cancer.gov main site

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  1. National Cancer Institute cancer.gov main site Satisfaction Insight Review Discovery Michelle Hertz Senior Satisfaction Research Analyst Covering: October 01, 2010 – September 30, 2011 Presented: January 2012

  2. Agenda • Methodology and Background • SIR Objectives • Capturing the Voice of Visitor • Aggregate Results • Social Media and Mobile Overview • Comparison to cancer.gov en Español • Findings, Conclusions, Recommendations, and Next Steps • Appendix

  3. Methodology (ACSI) The ForeSee methodology uses the American Customer Satisfaction Index (ACSI) The ACSI, developed by the National Quality Research Center at the University of Michigan, has been the leading national indicator of Customer Satisfaction with goods and services in the U.S. economy since 1994. The ACSI is the only cross industry, national indicator that links Customer Satisfaction to financial returns. • ACSI model applied to web satisfaction utilizes a series of equations to define the relationships between: • Drivers (or elements) of Satisfaction and overall Satisfaction • Overall Satisfaction and Future Behaviors. The results of this analysis will enable your organization to… • Establish a reliable metric for measuring the satisfaction of site visitors on a continuous basis • Diagnose and prioritize areas for improvement by identifying the impact of change on satisfaction and customers’ future behavior • Proactively identify areas in need of improvement

  4. SIR Objectives Past Reporting Foci Past Satisfaction Insight Reviews (SIRs) have focused on the key visitor groups by role. The most recent SIR examined scientist researchers. Current SIR Focus The current report provides a snapshot of fiscal year 2011 ACSI model results for the site in aggregate and comparisons to benchmarks. This report also reviews top visitor role groups’ responses to questions regarding social media and mobile use. This report provides an aggregate-level comparison to cancer.gov en Español survey results for social media as an acquisition source.

  5. Capturing the Voice of Visitor Vital Statistics Start of Data Collection December 30, 2008 Survey Placement English-language pages Reporting Period October 1, 2010 – September 30, 2011 Surveys Completed 12,806 Sampling Conditions The survey invitation presents randomly to 4% of visitors who view four or more pages of cancer.gov. When visitors accept the invitation, the survey presents when they leave the site. A persistent cookie prevents visitors from seeing the invitation again for at least 60 days.

  6. Aggregate Results

  7. Aggregate Results October 01, 2010 – September 30, 2011 How is your site doing? How does your site’s score compare with others? September 2011 Benchmarks Maximum Average Minimum Where should you focus your efforts? Why does improving Satisfaction matter? Satisfaction drives loyalty, retention and word-of-mouth, all of which drive website success. C.I. +/- 0.3 at 90% level of confidence

  8. Aggregate Results Priority Areas of Focus Top Priority Elements Within navigation, the top priority aspect of the visit experience and best opportunity to continue improvements, visitors report lowest ratings for the number of steps to get where they want to on the site. October 01, 2010 – September 30, 2011 Priority Map Top Priority Element Model Questions

  9. Social Media and Mobile Overview

  10. Social Media and Mobile Overview Purpose of Social Media Value Calculation Social Media Value Calculation The purpose of the Social Media Value Calculation is to help companies better gauge the effectiveness of social media as an acquisition source for their website.

  11. Social Media and Mobile Overview Approach to Social Media Value Calculation The Social Media Value Calculation categorizes visitors based on the following: Referring URL Where visitors came from Custom Question Rank the top 3 factors that brought you to the website

  12. Social Media and Mobile Overview Social Media Value Calculation Custom Question To capture the acquisition source of respondents one primary custom question is added to the survey. Custom question as it appears on the survey Answer choices as they appear in all three “Rank” drop down menus s s Note: Answer choices are randomized.

  13. Social Media and Mobile Overview Social Media Value Calculation Answer Choices v Social Media answer choices are consistent and allow us to Benchmark Social Media Value on all participating surveys. v Non-Social Media answer choices can be personalized or changed and are not a part of the Benchmark. v Because the first ranking is required, there must be answer choices for those who don’t see another appropriate response.

  14. Social Media and Mobile Overview Social Media Value November 02, 2010 – September 30, 2011 Referrals Segmentation Social Media Referral Composition N: 11,230

  15. Social Media and Mobile Overview Relationship Between Satisfaction and Social Media Value November 02, 2010 – September 30, 2011

  16. Social Media and Mobile Overview Patient – Social Media Sites Visited • In the past 30 days, which of the following social media sites have you visited? (Multi-Select) • Facebook, Wikipedia, and YouTube are the top-visited sites for both US and non-US patients. Wikipedia has superior usage by non-US patients than by those in the US. A greater proportion of US patients than non-US report no use of social media websites at all. October 01, 2010 – September 30, 2011 N: 5,648 N: 995 Bebo, Digg, Reddit, and Technorati each have zero percent of response for both US Patient and Non-US Patient visitor groups.

  17. Social Media and Mobile Overview Patient – Internet Activities • In the last three months, which of the following have you done:  (Check all that apply) • Most patients have conducted Internet searches. US patients have done more of the listed activities than have non-US patients. The most common activities are similar between US and non-US patients. October 01, 2010 – September 30, 2011 N: 12,350 N: 1,819 Only answer options with 10% or more of response for either segment are displayed. See Appendix for full wording of answer options.

  18. Social Media and Mobile Overview Patient – Acquisition Source Which of the following sources drove you to visit the Cancer.gov site today? Search engines bring over half of non-US patients, and they are also the largest acquisition source for US patients, as well. Familiarity with NCI or with cancer.gov is higher among US patients than among non-US patients. November 02, 2010 – September 30, 2011 N: 2,744 N: 493 See Appendix for full wording of answer options. Answer choices with zero percent of response for both groups are not displayed.

  19. Social Media and Mobile Overview Family, etc. – Social Media Sites Visited • In the past 30 days, which of the following social media sites have you visited? (Multi-Select) • Facebook, Wikipedia, and YouTube are the top-visited sites for both US and non-US family and friends, as well, with Wikipedia again getting greater usage by non-US visitors. Nearly a quarter of family and friends report no use of social media websites at all. October 01, 2010 – September 30, 2011 N: 7,919 N: 1,762 Bebo, Reddit, and Technorati each have zero percent of response for both US Family and Non-US Family visitor groups.

  20. Social Media and Mobile Overview Family, etc. – Internet Activities • In the last three months, which of the following have you done:  (Check all that apply) • Similarly, most family and friends of patients have done Internet searches. US family and friends have engaged in the listed Internet activities more so than have non-US family and friends. October 01, 2010 – September 30, 2011 N: 18,423 N: 3,183 Only answer options with 10% or more of response for either segment are displayed. See Appendix for full wording of answer options.

  21. Social Media and Mobile Overview Family, etc. – Acquisition Source Which of the following sources drove you to visit the Cancer.gov site today? Similarly, search engines are also the largest source for non-US family and friends of patients, as well as for their US counterparts. US family and friends report greater familiarity with NCI or with cancer.gov than do non-US. November 02, 2010 – September 30, 2011 N: 3,554 N: 801 See Appendix for full wording of answer options. Answer choices with zero percent of response for both groups are not displayed.

  22. Social Media and Mobile Overview Health Care Provider – Social Media Sites Visited • In the past 30 days, which of the following social media sites have you visited? (Multi-Select) • While US health care providers make greatest use of Facebook, non-US health care providers most commonly visit Wikipedia and YouTube. Among health care providers, a greater proportion of US than non-US report using no social media websites at all. October 01, 2010 – September 30, 2011 N: 2,299 N: 974 Bebo, Delicious, Digg, Ning, Reddit, and Technorati each have zero percent of response for both US HCP and Non-US HCP visitor groups.

  23. Social Media and Mobile Overview Health Care Provider – Internet Activities • In the last three months, which of the following have you done:  (Check all that apply) • US health care providers engage in the listed Internet activities at a higher rate than do non-US health care providers by a larger margin than seen among patients and their family and friends. Health care providers use online learning tools at a high rate, compared to patients and their family and friends. October 01, 2010 – September 30, 2011 N: 6,097 N: 1,669 Only answer options with 10% or more of response for either segment are displayed. See Appendix for full wording of answer options.

  24. Social Media and Mobile Overview Health Care Provider – Acquisition Source Which of the following sources drove you to visit the Cancer.gov site today? US health care providers most commonly come to the site as a result of their familiarity with NCI or with cancer.gov, whereas non-US health care providers as a results of a search engine nearly as often as a result of their familiarity with the site itself. November 02, 2010 – September 30, 2011 N: 1,070 N: 486 See Appendix for full wording of answer options. Answer choices with zero percent of response for both groups are not displayed.

  25. Social Media and Mobile Overview Scientist Researcher – Social Media Sites Visited • In the past 30 days, which of the following social media sites have you visited? (Multi-Select) • US scientist researchers report the highest of social media use. Over half visit Facebook, Wikipedia, and YouTube, and nearly half visit LinkedIn. Non-US scientist researchers report lower rates of YouTube than do other top non-US roles. October 01, 2010 – September 30, 2011 N: 660 N: 402 Bebo, Delicious, Digg, Ning, Reddit, and Technorati each have zero percent of response for both US SR and Non-US SR visitor groups.

  26. Social Media and Mobile Overview Scientist Researcher – Internet Activities • In the last three months, which of the following have you done:  (Check all that apply) • US scientist researchers report the highest rate of engaging in the listed Internet activities of any of the top visitor groups; while non-US scientist researchers engage in Internet activities at about the same rate as other non-US roles. October 01, 2010 – September 30, 2011 N: 1,626 N: 732 Only answer options with 10% or more of response for either segment are displayed. See Appendix for full wording of answer options.

  27. Social Media and Mobile Overview Scientist Researcher – Acquisition Source Which of the following sources drove you to visit the Cancer.gov site today? Familiarity with NCI or cancer.gov is the greatest driver of US scientist researcher traffic, while non-US scientist researchers are just as likely to arrive at the site via search engine as because of their familiarity with NCI or the site. Search engines and site familiarity bring over half of all scientist researcher traffic. November 02, 2010 – September 30, 2011 N: 216 N: 190 See Appendix for full wording of answer options. Answer choices with zero percent of response for both groups are not displayed.

  28. Social Media and Mobile Overview US Advocate, etc. – Social Media Sites Visited • In the past 30 days, which of the following social media sites have you visited? (Multi-Select) • Facebook, Wikipedia, YouTube, and LinkedIn all receive high levels of use by US advocates, journalists, public health officials, and policy makers. October 01, 2010 – September 30, 2011 N: 441 Note: Insufficient sample for Non-US; combined results were similar to US alone. Bebo and Technorati each have zero percent of response.

  29. Social Media and Mobile Overview US Advocate, etc. – Internet Activities • In the last three months, which of the following have you done:  (Check all that apply) • US advocates, journalists, public health officials, and policy makers are also heavily engaged in the listed Internet activities. October 01, 2010 – September 30, 2011 N: 1,056 Note: Insufficient sample for Non-US; combined results were similar to US alone. Only answer options with 10% or more of response for either segment are displayed. See Appendix for full wording of answer options.

  30. Social Media and Mobile Overview US Advocate, etc. – Acquisition Source Which of the following sources drove you to visit the Cancer.gov site today? US advocates, journalists, public health officials, and policy makers also arrive at the site most often due to their familiarity with NCI or cancer.gov. They next most often arrive via a search engine. November 02, 2010 – September 30, 2011 N: 133 See Appendix for full wording of answer options. Answer choices with zero percent of response are not displayed.

  31. Social Media and Mobile Overview Browsed Using Mobile, Looked For Health Information When you have browsed websites using your mobile phone/device, have you looked for health information? For each of the top roles, non-US visitors report a higher rate of looking for health information on a mobile device than do US visitors. Health care providers report the highest rates overall. April 01, 2011 – September 30, 2011 N: 242 N: 31 N: 411 N: 75 N: 190 N: 40 N: 44 N: 18 N: 26 Note: Insufficient sample for Non-US Advocate

  32. Comparisonto cancer.gov en Español

  33. Comparisonto cancer.gov en Español Social Media Value Main: November 02, 2010 – September 30, 2011 / Español: November 04, 2010 – September 30, 2011 Referrals Segmentation Main Español Español Main N: 11,230 / Español N: 9,826

  34. Comparisonto cancer.gov en Español Social Media Value Main: November 02, 2010 – September 30, 2011 / Español: November 04, 2010 – September 30, 2011 Social Media Referral Composition Main Español Main N: 11,230 / Español N: 9,826

  35. Comparisonto cancer.gov en Español Social Media Sites Visited • In the past 30 days, which of the following social media sites have you visited? (Multi-Select) • Like visitors to Main, visitors to Español most often visit Facebook, Wikipedia, and YouTube. In fact, they are greater users of Facebook and YouTube than are visitors to Main. Fewer visitors to Español than to Main report no use of social media websites at all. October 01, 2010 – September 30, 2011 N: 25,087 N: 21,659 Bebo, Ning, Reddit, and Technorati each have zero percent of response for both Main and Español.

  36. Comparisonto cancer.gov en Español Internet Activities • In the last three months, which of the following have you done:  (Check all that apply) • Visitors to Main engage on more activities on the Internet than do visitors to Español, with both groups engaging most commonly in Internet searches. October 01, 2010 – September 30, 2011 N: 55,722 N: 33,368 Only answer options with 10% or more of response for either segment are displayed. See Appendix for full wording of answer options.

  37. Comparisonto cancer.gov en Español Acquisition Source Which of the following sources drove you to visit the Cancer.gov site today? Search engines are the top driver of traffic to cancer.gov for both Main and Español. Main: November 02, 2010 – September 30, 2011 / Español: November 04, 2010 – September 30, 2011 N: 11,212 N: 9,800 See Appendix for full wording of answer options. Answer choices with zero percent of response for both groups are not displayed.

  38. Comparisonto cancer.gov en Español Browsed Using Mobile, Looked For Health Information When you have browsed websites using your mobile phone/device, have you looked for health information? Visitors to cancer.gov en Español report a higher rate of looking for health information on a mobile device than do visitors to the Main site. April 01, 2011 – September 30, 2011 Main N: 1,288 / Español N: 819

  39. Findings, Conclusions, Recommendations, and Next Steps

  40. Findings Findings For the Main site, satisfaction is the same, regardless of whether the visitor came to the site as the result of a social media influence or not. Visitors to the Español portion of cancer.gov report accessing the site due to a social media influence at twice the rate of visitors to Main. For Españolvisitors, a social media influence contributes to higher satisfaction with the visit and higher likelihoods to engage in the future behaviors, a pattern not seen with visitors to Main. Visitors to the Español site are greater users of Facebook and Wikipedia than are Main visitors. The top three social media sites accessed by both Main and Español visitors are Facebook, YouTube, and Wikipedia. For visitors to Main, Facebook is the most commonly used by US patients, and Wikipedia is the most commonly used by non-US patients. Among family and friends of patients, Facebook is the most commonly used social media site for both US and non-US. Visitors to the Main site engage in more Internet activities than do visitors to Español. Similarly, US visitors to Main have done more of the activities than have non-US visitors. Conducting a search is the most common activity for all groups. Among US visitors, professional visitors report a much higher rate of using an online learning tool than do patients or their family and friends. For both Main and Español, the top driver of traffic to cancer.gov is search engines. For public visitors like patients and their family and friends, search engines are the greatest acquisition source, whereas for professional visitors like health care providers, scientist researchers, and advocates, journalists, public health officials, and policy makers, familiarity with NCI or cancer.gov is the number one source of traffic. US visitors are more familiar with NCI and cancer.gov than are non-US visitors. Visitors to Español report a higher rate of looking for health information on a mobile device than do visitors to Main, and non-US visitors report a higher rate than do US visitors. On Main, health care providers report the highest rates of looking for health information on a mobile device.

  41. Conclusions Conclusions Social media outreach efforts focused onFacebook, YouTube, and Wikipedia will be most effective at reaching visitors in all of the top role groups. Both US and non-US visitors are reachable via these platforms. Specialty social media websites, such as Bebo, Delicious, Digg, Flikr, MySpace, Ning, Reddit, Stumble Upon, and Technorati may not be worth the investment at this time, as they reach only single-digit percentages of visitors, even those in professional roles. Depending on the role of the visitor, anywhere from 13%-to-30% of visitors will be unreachable via social media initiatives, as they are not users of social media. Online learning tools aimed at professional visitors may be more successful in reaching their intended audiences than those aimed at the public (patients, family, friends). Maintaining a focus on search engine optimization is important, as search engines are a major source of traffic for cancer.gov. Mobile devices are a key tool for international visitors, especially health care providers, seeking out health information.

  42. Recommendations Recommendations Continue or expand social media outreach to Spanish-language visitors, as those who cite a social media influence in their decision to access cancer.gov en Español display higher satisfaction than do those who have no social media influence. Focus domestic and international social media outreach initiatives on Facebook, YouTube, and Wikipedia, the platforms that are used by the most visitors from the top role groups. Continue or expand search engine optimization efforts, given the large portions of visitors from the top roles who get to the site via a search engine. When evaluating potential online learning tools to offer on the site, prioritize those aimed at professional visitors, as they are greater users of such tools than are patients, family, and friends.

  43. Next Steps Next Steps Are the questions regarding Internet activities and social media sites visited still adding value, or has sufficient information from these questions been gained, such that they could be replaced with more detailed questions? To take the social media and mobile analysis to the next level, consider adding custom questions to find out what content on cancer.gov visitors would be most interested in accessing via social media, and separately, via a mobile device. Try the ForeSee mobile portal in order to access an at-a-glance snapshot of your satisfaction, model scores, and trend lines using a free iPhone / iPad or Android application. You can download the iPhone/iPad app from the iTunes App Store or the Android app from the Android Market (see page 49).

  44. Appendix

  45. Appendix Model Questions

  46. Appendix Custom Questions As of September 30, 2011

  47. Appendix Custom Questions (continued) As of September 30, 2011

  48. Appendix Custom Questions (continued) As of September 30, 2011

  49. Appendix Mobile Portal: Access your data on the move • Key Features • Access an at-a-glance snapshot of your Satisfaction, model scores and trendlines using a free iPhone / iPad or Android application. • Data updated nightly • Anytime, Anywhere Access • Free Application • Supports iPhone 3, 3GS & 4 • Android 2.0 and up

  50. Appendix Benchmark Descriptions • Benchmarking Your Site’s Performance • Benchmarking provides a powerful context for your ACSI scores. • To most efficiently use benchmarks: • Monitor your site performance on high-impact Elements identified by your Satisfaction Research Analyst. Your most important benchmark is set by your site results. • Compare ranking within your industry peer group to make sure that you are keeping up with your immediate competitors. • Assess your site score within the entire landscape of website satisfaction to see if you are ahead of the game. There may be lessons that can be learned from particularly high-scoring categories. • Who’s in the Benchmarks? • ForeSee Website Index: • All companies and organizations measured by ForeSee • More than 450 companies with more than 650 websites. • Benchmark Specificity • Because ForeSee works with many different types of organizations throughout many different industries, we are able to offer over 145 categories of benchmarking to provide you with more comparability in benchmarking your scores.