Museum of Fine Arts St

Petersburg, FLAnalysis Exchange Project

Genna WeissAnalysis Exchange Web Analyst

Thaddeus Root MFA, St Petersburg

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Methodology• Focus on Google Analytics• Time Period – 1/1/2012 – 2/29/2012• Key metrics analyzed for site navigation – Visits – Pageviews – Bounce rate

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Agenda

1. High level overview2. Insights3. Summary4. Suggested next steps

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Visitors Overview (Foundational Metrics)

• 31,560 visits• 24,952 unique

visitors• 105,989 pageviews• 3.36 pages/visit• 00:02:32 avg. time

on site• 31.38% bounce

rate• 73.43% new visits

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Top Geographic Locations of Visits

By State (% of U.S. visits) By City (% of Florida visits)

Series10%

10%

20%

30%

40%

50%

60%

70%

80%

90%

FloridaGeorgiaNew YorkNorth CarolinaCalifornia

Series10%2%4%6%8%

10%12%14%16%18%20%

St Pe-tersburgTampaLargoClearwa-terSarasota

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Top Content on the Site Pages (% of pageviews) Landing Pages (% of visits)

Se-ries1

0%

10%

20%

30%

40%

50%

60%

70%

80%

Homepage Current Exhi-bitions

/subscribe/post?u=10af90420f994da1d6969-faf2&id=ad5bb57619

Erotic Egypt

Hours & Ad-mission

Series10%

5%

10%

15%

20%

25%

30%

35%

HomepageCurrent ExhibitionsHours & AdmissionEventsPermanent Collection

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Top Traffic Sources to the SiteAll Sources (% of

visits)

Series10%5%

10%15%20%25%30%35%40%45%50%

Google (organic)DirectBing (or-ganic)MFA Email UpdatesYahoo (organic)

Referrals (% of referral visits)

Series1

0%

2%

4%

6%

8%

10%

12%

ad.dou-bleclick-.net

face-book.com

tam-pabay.com

fine-arts.org

stpete.org

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Top Organic Keywords Are We Getting Qualified Traffic from Organic

Search?

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Visitor Flow

What are the Popular Navigation Paths?

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Agenda

1. High level overview2. Insights3. Summary4. Suggested next steps

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So What Insights Did We Glean from the Data?

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Overlooked Parts of the Site?

• Coming Exhibitions• Ranked 15th of all visited pages• Not in the dominate visitor flow path• Have a suspicion that the left-hand sided “Exhibition” link

has something to do with this issue• Could be a missed opportunity

• Learn Section• Overall pageviews for family programs, adult programs, and

other learning programs are low compared to other parts of the site. Would have to examine if this is a cause for concern.

• St. Petersburg Arts & Entertainment Pass• Ranked 17th of all visited pages

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Most Category Pages Have Higher Than Average Bounce Rates

Bounce Rates Equated Bounced Pageviews

Se-ries1

0%

10%

20%

30%

40%

50%

60%

70%

80%

Site Av-erage

Homepage

Visit ExploreLearn SupportAbout Store

Homepage: 6,828 / 31,365

Visit: 15,250 / 23,829

Explore: 14,192 / 23,718

Learn: 1,123 / 1,647

Support: 2,134 / 2,837

About: 2,749 / 3,875

Store: 717 / 1,307

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Top Landing Pages Too

Bounce RatesEquated Bounced

Visits

Series10%

10%20%30%40%50%60%70%80%90%

100%

Site AverageHomepageCurrent Exhibitions/subscribe/post?u=10af90420f994da1d6969faf2&id=ad5bb57619Egyptian EroticaHours & Admission

Homepage: 5,133 / 23,579

Current Exhibitions: 2,165 / 2,776

/Subscribe/post?...: 300 / 348

Egyptian Erotica: 235 / 308

Hours & Admission: 175 / 258

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Why Worry about High Bounce Rates?

• Bounce rate definition: The percentage of single-page visits on a particular page. So after seeing the one page, the visitor left your site.

• A high bounce rate generally indicates that the page isn’t engaging your visitor, for whatever reason (i.e., content, navigation, etc.).

• In particular, it’s important that your landing pages are engaging visitors so that they stay on your site and convert to whatever goal you are seeking.

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So What Can We Infer from These High Bounce Rates?

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Navigation Structure on the Site Could Be the Issue

Met MFA

A Site Comparison

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How Could We Know for Sure That This is the Case?

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In-Page Analytics• A report that displays your

actual pages – just as they look to users – with a click-level indicator next to each link.

• It’s great at revealing how your real customers are experiencing your website.

• You can use it as an inspiration to optimize the website through simple experiments with layout, content, and navigation.

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Internal Search• It refers to when someone visits your website and

uses its Search feature to find information. • Internal search data can yield an understanding of

customer intent and help improve customer experience. It can provide you great clues as to what is broken.

• You’ll want to:• Measure internal search site usage metrics by setting it up

on Google Analytics.• Report on the top internal site search key phrases (ex. Top

20-25).• Use in-page analytics to see where people click after

internal search results pull up. Check to see if there are high exit rates from page.

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Don’t Forget Museum Visitors

• While most clickstream data only shows you what happened on your website, surveying museum visitors who have visited your site can tell you why something happened on your site. Visitors insights are critical to any website redesign.

• Your survey will allow you to measure visitor satisfaction and to see if the museum’s website was influential in the visitor’s decision to visit the museum – or in recommending the museum to others.

• If you don’t go the museum customer survey route, A/B testing or multivariate testing can help test the user-experience on your website. But you won’t know for sure if the website has influenced a site visitor to come to the museum.

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Agenda

1. High level overview2. Insights3. Summary4. Suggested next steps

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Summary• Coming Exhibitions is getting a bit lost in the shuffle.

• The Learning Section with special visitor programs doesn’t get a ton of traffic compared to other parts of the site.

• St. Petersburg Arts & Entertainment Pass page may be another missed opportunity.

• High bounce rates on the site’s category pages and landing pages may signal that the site’s navigation needs to be optimized.

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Agenda

1. High level overview2. Insights3. Summary4. Suggested next steps

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Suggested Next Steps• Set up Internal Search capabilities on Google

Analytics

• Troubleshoot In-Page Analytics

• Leverage Internal Search and In-Page Analytics to test the project’s insights regarding site’s navigation

• Consider interviewing museum visitors regarding their use of the website for more comprehensive data

• Look to set up social tracking on Google Analytics

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Museum of Fine Arts, St Petersburg, Florida

Questions?