HHSignite (beta): Data-Driven Website Optimization Using Multivariate Testing
Submitted by staff from: HHS / Office of the Assistant Secretary for Public Affairs
- Achaia Walton, HHS/ASPA
- Nicholas Garlow, HHS/ASPA
- Beth Liu, HHS/ASPA
- Karen Silver, HHS/ASPA
Project Lead’s Approving Supervisor:
Andrew Wilson, Content Manager, HHS/ASPA
Test a new technology and methodology for enhanced website usability.
To reduce increasing web design and development costs and waste from inefficient methodologies, the ASPA Digital Communications Team plans to complete a 6-month multivariate testing (MVT) pilot using HHSignite funding. MVT is testing several elements within one webpage to determine which versions of those elements, put together, would best achieve the objective of the webpage, and it would introduce an efficient, flexible, and data-driven approach to improving webpages.
Two categories of metrics will be tracked over time: (1) Impact on website performance; and (2) Impact on website costs. Successes and lessons learned from the pilot will produce a playbook and will be shared with other HHS offices interested in developing their own MVT programs.