Home Development CSIRO’s Data61 seals agreement with Sitback on Web optimisation tool

The CSIRO’s digital innovation group, Data61 has inked a global agreement with Sydney online user experience company, Sitback, to implement its Web optimisation tool which exposes  specific areas, known as "cold spots", on a webpage where websites are losing customers.

The Data61 developed tool, LATTE, is a software that reveals patterns in how people interact with a website and highlights any usability issues based on their total usage across a site, instead of analysing it on a page-by-page basis.

Sitback won a global three-year exclusive agreement to implement the LATTE technology after a tender involving management and digital consultancies.

The technology in LATTE was originally developed to help improve the federal government Department of Human Services website, and is now being used to optimise other federal government online profiles.

Simon Dunstall, research director, decision sciences, at Data61, says that, unlike conventional Web analytics tools, LATTE provides data based on all the pages viewed in one visit by a customer, comparing the sequence and page views within a single session to patterns that reveal user frustration or an inability to find information.

Dunstall says LATTE can also detect not only when, but what elements of a page users might be struggling with, such as vocabulary choice, page hierarchy and other contextual elements.

“A good website enhances an organisation's reputation for delivering information and services that are customer-centric and fit-for-purpose. While aesthetics are important, it is even more crucial to ensure that the required functionality of a website — which can include delivering complex advice and supporting key customer interactions  is properly aligned with the needs of customers, and that frustrating user experiences become a thing of the past.

“LATTE helps identify areas where a user has become disoriented, misdirected or disengaged, so that information and site structure can be updated to avoid website cold spots. The software combats migrations of customers away from an organisation's online channels, or even worse, to competitors and inferior products and services.”

According to Sitback founding partner, Paul Armstrong, more than three quarters of Australians prefer to access services online, but frustrating experiences with a website can drive them away.

Armstrong says Sitback will target organisations that have transitional websites such as government departments, universities, banking and insurance sites and corporate intranets, where users have a specific task to complete.

“With a high percentage of Australians using websites for transactional purposes, it’s vital that the user experience is effortless. LATTE enables organisations to ensure this by analysing a user’s entire journey on a session by session basis and optimise that experience where necessary,” Armstrong said.

“The technology Data61 have developed is world-leading and Sitback is delighted to have been selected by CSIRO to bring it to market. Our teams of UX and developers will continue to enhance LATTE as we put it to work in optimising user journeys.”

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

 

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