Web analysts don't get excited about government websites. They need conversion rates to increase, checkout funnels to optimise, paid channels to evaluate, and AB?s to test. They love Ecommerce, they love non-profits, and they might, at a push, even love a B2B. Government websites have none of these things; they're about as far removed from the crazy rock'n'roll world of conversion optimisation as it's possible to get. However, as this session will demonstrate, there's a huge amount of untapped data on government sites and huge value in connecting the dots.