This work was completed as part of an overall assesment of Yukon.ca - the government's main website. It builds on user feedback analysis and a cross jurisdictional analysis a vendor completed on our behalf. 

For this piece of work the vendor focused on analytics data from 2023.

Initial impressions

Popular topics

The vendor found most of the website activity is related to job searches followed by immigration and emergency information like wildfires. With the exception of wildfires which vary from year-to-year, these findings are in line with what we've seen in previous years. 

Where traffic comes from

57% of all website traffic comes from organic (unpaid) search and 30% from direct access.

The majority of website traffic originates in the Yukon and a significant amount comes from  Ontario, BC, Alberta, Quebec, the US, France, UK, and Germany.

Top keywords from search engines

In 2023 the top keywords people used that landed them on Yukon.ca were:

• yukon government jobs
• Yukon
• yukon government
• yg jobs
• yukon jobs
• government of yukon jobs
• yukon wildfire
• yukon pnp
• Geoyukon
• whitehorse airport

Top site search keywords on Yukon.ca

People using the search on Yukon.ca used these keywords the most:

• Jobs
• Nominee program
• Vehicle registration
• Mining tenure
• Staff directory
• Directory
• Insurance
• Legislation
• Covid

Most viewed pages

In 2023 the pages with the most views were:

• The home page
• View all current job postings and Employment
• Immigrate to the Yukon and Immigration
• Get Yukon wildfire updates and Read wildfire bulletins
• Find airport flight arrivals and departures and Erik Nielsen Whitehorse International Airport passenger services
• News
• Contact the government

Summary of findings

Analytics provide great insights into how people use a website.These are the pieces that stood out to our team.

• Immigration and employment pages still get the most traffic on Yukon.ca. 
• Employment (minus immigration job programs) was the only topic the vendor didn't identify in their user feedback themes.
• Seasonality plays a part in visits to pages. For example, 2023 was a busy wildfire season related pages were mentioned in the user feedback and had a lot of traffic.
• We were a bit suprised that news was one of the most viewed pages. So that is something we'd like to look into more. Are people looking for news releases? Are they looking for information on what the government is doing on a specific topic? Or current events? 
• Analytics and user feedback indicate “Contact” related information is not easily findable on information pages, via search or when users go to the main contact page.

Our plan is to take this information and look at the findings from this assessment. We'll use it to inform decisions and priorities as we plan out the product roadmap for Yukon.ca this fall.

For questions about the Yukon.ca assessment email eservices@yukon.ca.