DTI to evaluate usability with appointment of RedEye

by Jennifer Whitehead,, Brand Republic 13-Sep-04, 08:00

LONDON - The Department of Trade Industry is to evaluate the performance of its website in providing information, including White Papers and best practice guides, as well as encouraging DTI departments to make greater use of the site.

The department has hired eCRM agency RedEye to collect data on the paths visitors follow at www.dti.gov.uk and the points at which they enter and leave the site. It will be used to improve the site's usability and to help shape future site developments.

The DTI will also use RedEye's information to analyse the success of online campaigns in generating visits to the site and raising awareness of key issues.

Rupert Marsh, head of internet and new media at the DTI, said: "RedEye provides the missing link between obtaining the data and converting it into actionable insight. With RedEye's help we can build an in-depth understanding of the activity on our website and put this knowledge towards ensuring the site achieves its aims."

The DTI has launched a new campaign to promote the new Consumer Direct website. The campaign has been created by Randommedia and media planning and buying is by i-level.

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