Case
Personalized citizen experience with AI
How can AI make things easier for both the visitor and the editor? In many different ways, it turned out. Götene municipality shows the way.
Background and challenge
What should we prioritize on the home page?
Götene Municipality knew that visitors to their website were having difficulty finding their way around. In parallel, there was an internal discussion - what should appear first on the homepage? After all, all the municipality's activities are important to their target group and naturally want to be visible. As a result, Götene municipality's editors spent a lot of time on statistics and editing news and puff pieces.
Solution
4 ways for AI to lead the way
During Sitevisiondagarna 2019, Adrian Braekke, webmaster at Götene Municipality, stopped by rek.ai's stand in the exhibition. They started talking about the municipality's challenges and how AI could be the solution to many of the problems.
And that's how the AI assistant Göta finally saw the light of day on the Götene municipality website. Göta ensures that every visitor gets a personalized experience of the website – in several different ways.
1. Quick links
The main level of the top menu has been extended with three AI-generated suggestions for subpages. Walkthrough pages (whose main purpose is to guide the visitor to the right place) show the most relevant subpages for the unique visitor. In addition, each webpage ends with recommended pages (especially useful for mobile users who have scrolled away from the sidebar).
2. Keyword suggestions
When the visitor starts typing on the website's search function, AI suggests keywords. Rek.ai also recognizes where the visitor is on the site when they search and can recommend content based on that. The results are also influenced by parameters such as weather, season and time of day. Does the visitor want to swim in the sea or in a bathhouse?
3. Questions and answers
Each webpage has five AI-generated questions and answers for visitors who prefer to absorb the text that way. Relevant questions and answers also appear in the search suggestion list when a visitor searches the website.
4. News recommendations
To encourage further reading, Göta recommends other content that may be of interest to the visitor.
Results
Faster way to the right page
Rek.ai, led by the AI assistant Göta, has clearly made it easy to find the right page.
40
percent of visitors who have seen quick links have used them and it has reduced the time to find the right one by 31 percent.
50
percent of page searchers use an AI-generated keyword suggestion
42
percent of visitors who see the Q&A read one of the answers.
15
percent of news readers click through to recommended content.
In addition, the editors of Götene municipality have a strong argument for what appears on the home page: if the visitor is looking for a particular activity, Göta will point the way.
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