Recent R3 research suggests that many new and prospective hunters and anglers find state fish and wildlife agency websites difficult to navigate

The U.S. Fish and Wildlife Service awarded a $117,472 Project Grant under the Multistate Conservation Grant Program (CFDA 15.628) to the Archery Trade Association, Inc. to develop the Fish and Wildlife Agency Digital Experience Index. This index will provide individualized assessments and recommendations for state fish and wildlife agency websites to improve their online user experience and increase the recruitment, retention, and reactivation (R3) of hunters and anglers, particularly younger generations. The project aims to address the finding that many new and prospective hunters and anglers find it difficult to easily navigate state agency websites and quickly access the information or services they need. The project will produce reports tailored to each participating state and U.S. territory agency, offering guidance to enhance their digital delivery and R3 effectiveness, without making comparisons between states. The grant award has a performance period from January 1, 2024 to December 31, 2024.

These new license buyers especially younger generations that agencies are trying to attract expect to find whatever they are looking for online within a few clicks. If they cannot buy a license or find how-to information quickly and easily, they are highly likely to abort the attempt and just find something else to do. Many agencies recognize this is a problem, but may not have the resources to determine how to address IT. The fish and wildlife agency digital experience index will provide all state and U.S. Territory agencies with individualizedassessments of their websites along with recommendations for potential improvements to increase recruitment, retention, and reactivation. Reports will be shared individually with each agency. Reports will not chasten or demean agencies digital delivery efforts, and they will not compare performance between states. Rather, the tools will be offered as guidance and advocacy for improving online experiences and agency R3 effectiveness across the nation.