The Public Employees' Union
Without clear metrics, it becomes more challenging to argue with everyone who has an opinion about the website. Many employees believe the website needs to be "better." However, Skyra provided clear data showing that members are able to complete their tasks successfully.
Web Editor Ellisiv Solskinnsbakk explains how Skyra has helped them with their content strategy.
Honest feedback from users
Fagforbundet uses Skyra to work on the website’s content. It’s about gaining clarity on how well the website meets the needs of its members. "What do we cover, and what do we not cover?" Ellisiv explains.
"The tool is straightforward, it’s direct, there’s no beating around the bush."
Ellisiv says that Skyra provides them with "honest feedback from users." This gives the organization insight into how well the site functions and whether they are working with the right content—or if users are requesting something else. They were surprised that the results were so good, but they have also found areas to improve. “Pensions, for example, is a highly requested topic that is challenging to explain simply—we will now work more on that,” says Ellisiv. “We also see that people are looking for information about insurance in the wrong place, so that’s an area we need to address.”
Clear metrics make it easier to argue
Without clear metrics, it becomes harder to argue with everyone who has an opinion about the website. "We are several hundred employees," says Ellisiv. Many employees believe the website needs to be "better." However, Skyra provided clear data showing that members are able to complete their tasks to a large extent. The numbers actually show that members succeed more often than employees, and it is the members' needs that should be prioritized.
On large and information-heavy websites, the battle for front-page space and prioritizing content is a constant challenge. With clear metrics on what people are actually searching for, it becomes easier to prioritize correctly. Skyra thus helps Fagforbundet keep the open website user-oriented.
Skyra creates a strategic focus
Furthermore, the numbers and visualizations in Skyra help them maintain strategic focus:
"Many think we need an app for this and an app for that, but often it’s as simple as people googling to find the answer," says Ellisiv. Metrics that show the rest of the organization what users are looking for on the website contribute to maintaining a good course in communication efforts: "Many initiatives are ongoing, but we must remember the foundation of information work, which is the website."
With Skyra, they get reliable indications that the work they are doing in the organization and department is effective:
"Now we know that we are succeeding with our top tasks," says Ellisiv.
The results in Skyra show that Fagforbundet is doing a lot right and is primarily succeeding with the "foundation" of their information work. They use Skyra to measure top tasks on the website—a smart and effective way to gauge user experience. For example, the measurement shows that the vast majority of visitors to fagforbundet.no are able to complete their tasks regarding salary and working conditions, which is central to this extensive website.