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User insights

Data visualising: how departmental content is being viewed

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We're using a new data visualisation tool called Tableau to reveal new information on how 'departments and policy' content is being viewed on GOV.UK. The GDS departments and policy content team currently uses Google Analytics to track how content is viewed and the effects of …

Book a practical driving test: how changing the wording on one button increased clickthroughs by 600%

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In this guest post, Martin Richardson, Digital Services Manager at Driver and Vehicle Standards Agency (DVSA) writes about how analysing the effects of different wording options for their user feedback route helped him understand which version worked best with users. …