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speed-trap e-Gov intelligence used to provide quantitative analysis about how websites are used & provides insight for improving website user’s experiences in the future

Newbury, Berkshire, March 1st, 2005 - speed-trap Limited announced today that Socitm; (the Society of Information Technology Management), selected and implemented “speed-trap e-Gov intelligence”, speed-trap’s Government sector e-business intelligence product, for a study on six Local Authority websites as part of their Better Connected 2005, Socitm Insight study published today. The six Local Authorities who took part in the survey were: Royal Borough of Kensington & Chelsea, Isle of Wight, Stroud DC, South Tyneside MBC, Kirklees MBC and Durham County Council.

e-Gov intelligence was used to provide quantitative and qualitative analysis of how people were using the websites and to provide an insight into how the user experience could be improved in the future. Malcolm Duckett, VP Marketing for speed-trap, commented:“This was an important first deployment for speed-trap’s new e-government solutions aimed to help Local Government web sites meet the latest targets defined under the recently announced Efficiency Review. We built a specific solution aimed directly at this requirement with pricing and service options tailored for the local government market place. The results we obtained via the work we did with Socitm, really proved that we had the right product for this market”.

Issues addressed using the product within the report included what process users went through to find what they were seeking, how often external site links were used, what internal and external search words and phrases were popular and if visitors were finding what they needed. Other key topics included how visitors found the site in the first place, and what actual response times were they experiencing.

Commenting upon the study, Martin Greenwood, Socitm Insight Programme Manager said: “In order to continuously improve the websites and ensure visitors return on a regular basis, we need to understand how people are using the site in practice together with the problems they are facing. Speed-trap e-Gov intelligence provides such a mechanism for objective analysis of usability without the need for visitors to answer surveys. Hence, we can begin to understand the website behaviour of not only the enthusiastic website users prepared to give us their views, but also those casual, often inexperienced users.” Greenwood elaborated: “Although we can test response times from web servers, the actual response time for the visitor is dependent on numerous other factors such as the speed of their own computer, the speed of their line, peak internet times and so on. With speed-trap e-Gov intelligence, however, we can test the response times, which each user is really experiencing as they move around the website. This provides a powerful mechanism by which to build a more complete picture of the overall user experience.”

Lamorna Spry, who documented the pilot study results added: “The commercial sector has been forging ahead for a number of years with techniques to analyse customer behaviour, particularly in the fields of Direct Marketing and Customer Relationship Management, and often with the use of cookies. speed-trap e-Gov intelligence is different and relies on some simple code which is easy to load and configure on the website. In a number of cases, the time taken to load the software and start recording data was of the order of minutes. For example, Gareth Llewellyn, the Webmaster at Stroud told us that it was very easy to install - it only took him 10 minutes!”

speed-trap’s provides e-business intelligence solutions across a wide spectrum of both public and private organisations delivering a total view of user experience and behaviour, enabling marketing, operations and management executives of on-line enterprises to view, measure and manage every facet of their on-line presence and applications.

The solutions’ unique strength is their ability to record every aspect of every on-line visitor’s experience and actions in a secure and privacy-conscious way. Armed with this unique dataset, and using speed-trap’s analysis and visualisation tools, users gain a new insight, enabling them to optimise their on-line presence and make bottom-line improvements to their business.

Commenting on speed-trap e-Gov intelligence being chosen for the study, Malcolm Duckett, VP marketing for speed-trap said: “We’re delighted that Speed-trap e-Gov intelligence proved to be so effective and helpful in providing such informative and easily understood data about all six websites”. He continued: “Given our experience in this trial we are going to be launching a fixed price ASP service for Local Authority sites in the next week which will provide a complete solution including collection, analysis and reporting at typical prices from under £600 a month.”

About Socitm
The Society of Information Technology Management was founded in 1986 as the professional association for ICT managers working in and for the public sector.
Members are drawn primarily from local authorities but also from the police and fire services, housing authorities and other locally delivered public service. Managers or consultants from organisations supplying ICT products and services to the public sector, or which support public services in other ways, may also join the Society.
With over 1600 members from 450 different organisations including 95% of all UK local authorities, Socitm provides a widely respected forum for the promotion, use and development of ICT best practice. It also plays a leading role in the implementation of local e-government in the UK. The Society is a significant provider of advice and guidance on ICT and e-government to local authorities. Socitm offers a growing range of services including publications, conferences, events, training, research and consultancy. (

About speed-trap
speed-trap is the e-business intelligence company. The company provides technology and solutions that provide accurate, real-time and complete data on the interactions between customers and web sites. Moving beyond traditional Web Analytics speed-trap not only provides statistical and business information on activity in the site, but uses the in-depth data provided by its Dynamic Collection™ Technology to give a unique view of visitor experience and customer journeys providing valuable insights into how well on-line assets are meeting objectives.
speed-trap’s solutions are being used by businesses to drive and monitor their on-line marketing activity including the monitoring, measurement and management of their on-line business. This includes applications such as campaign management, customer segmentation, customer experience monitoring and performance measurement. Other customers are using the technology to monitor key business metrics and drive real-time content management systems.
speed-trap was founded in January 2000 and is based in the UK with headquarters in Newbury, Berkshire. See for further information.
About Dynamic Collection™
speed-trap’s unique and patented data gathering technology delivers two benefits to speed-trap’s clients. Firstly, it can be fully deployed in less time than any other solution – avoiding costly tagging processes, or complex web server and content management system integration. Secondly, it provides insight and data, which is being used by on-line organisations to drive and monitor their on-line marketing activity including the monitoring, measurement and management of their on-line business. This includes applications such as campaign management, customer segmentation, customer experience monitoring and performance measurement. Other customers are using the technology to monitor key business metrics and drive real-time, anonymous personalisation and content management systems.

Media Contact for speed-trap:
Jim Crowther
Ad-Lib International Limited
Tel: 01189 744189

For Socitm:

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