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Recommended ContentAI SearchQuestions & Answers
Götene kommun
Municipality
Götene, Sweden
Götene Municipality wanted to enhance the user experience on their website and reduce editorial workload. Therefore, they brought in reinforcement – the AI assistant Göta. Through personalization, she makes it easy for visitors to find the right information.
Challenges
Götene is a smaller municipality where employees needed to focus a large part of their time on discussions about which of the municipality's services should appear at the top of the homepage. Much time was also spent on statistics management and editing materials, such as top news and highlights on the website. The municipality, already working data-driven, had also identified that it was difficult for visitors to find the right information. The goal with rek.ai's service, which the municipality named Göta, was for Götene Municipality to make the homepage clearer by automating the prioritization of different pages and services. They also saw an opportunity to help their visitors quickly and smoothly find the right information on the website by implementing AI Search. The aim was to shorten the search path and reduce the workload for employees who updated the website and answered visitors' questions manually.
Internal Discussions on Homepage Prioritizations
Much time and resources were spent on discussions about which of the municipality's services should appear at the top of the homepage.
Time-Consuming Manual Statistics Management
Employees spent a lot of time on statistics management and editing materials such as top news and highlights on the website.
Visitors Struggled to Find the Right Information
Despite the municipality working data-driven, they identified that visitors had difficulty finding the right information on the website.
Limited Budget
The municipality had a limited budget, requiring a cost-effective solution.
Solution
Recommended Content
The homepage features an expanded top menu where each heading is followed by three AI-generated page suggestions. On overview pages, rek.ai presents the most relevant subpages in a 'find directly' view. At the bottom of all subpages, link collections with related pages are also displayed to improve usability, especially for mobile users who have scrolled to the end of the page and cannot see the side menu. This provides an opportunity to inspire the visitor and showcase the wide range of services and information the municipality offers, proactively, without the visitor needing to know what they are looking for.
AI Search
The municipality uses intelligent AI Search that understands intent, context, and user behavior in the internal search function on the website, helping visitors find the right information by suggesting keywords when the visitor starts typing in the search field. Rek.ai understands the current location on the site where the search begins and adjusts keyword suggestions based on visitor patterns from that point. Additionally, data parameters such as weather conditions, season, and time of day influence the suggestions.
News Recommendations
It's not always that a municipality generates great reading interest in its news. Adrian, who is responsible for the website at the municipality, was initially skeptical but quickly saw that there was much greater interest in reading more news than expected. Rek.ai, as usual, bases recommendations on various standardized parameters but also understands context and what the content is about, recommending similar articles to the visitor.
Questions & Answers
Generated Questions & Answers were also implemented. Rek.ai generates five questions and answers per page, which are reviewed by an editor before publication.
“We knew that the majority of our visitors were on the website to complete a task – and with Göta's help, our visitors can find the right information faster. We also discovered another major advantage for us in the communications department. Since all departments in the municipality want to be at the top of the homepage, there have been many discussions about this, taking up a lot of time and resources. With rek.ai in place, the standard response is that if the visitor is looking for that information, Göta will show it at the top, which has meant the question hasn't come up in three years.”
Adrian Braekke
Website Manager at Götene Municipality, Götene kommun
Results
Quick links on the homepage, overview pages, and target pages inspire visitors to explore things they may not have known about before and provide a faster path to the target page, saving time and increasing cognitive accessibility.
Homepage prioritizations. No questions about why certain pages or services are prioritized on the homepage have arisen in 3 years.
News recommendations increase further reading. 15% of visitors who finished reading a news article are inspired to click through to read more news.
Quick links. 40% of visitors who saw the recommendations clicked on them, reducing the time it took for visitors to find the right information by 31%.
Searchability has improved without switching to a more expensive or complex search engine. The existing search engine has received a smart addition that generates suggestions for those who start searching. Keyword suggestions are used by 60% of visitors who started a search.
Questions & Answers. 42% of visitors who saw questions and answers opened one of the questions.
Get Started
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