Museum of Fine Arts-St. Petersburg, FL Analysis


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High level analysis overview, site navigation analysis

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  • Pageviews are a general measure of how much your site is used. It is more useful as a basic indicator ofthe traffic load on your site and server than as a marketing measure.
  • Page popularity can help determine what you should promote on your website. It may also show you things you didn’t anticipate. It’s obvious that your homepage is very valuable.
  • You’ll want to understand who is sending traffic to the site. You can see which URLs are sending you qualified traffic. Maybe if they’re not qualified, if you have a partnership with that source, you can work with them to get better messaging or call to action. You can also see if if you are getting traffic from URLs where you don’t have a partnership with, which can help you to consider if you should form one with them.
  • There’s mostly branded keywords here that are very qualified. You may want to see if there are opportunities to optimize for nonbranded keywords, i.e. art museums in Florida.
  • You can see that the homepage is the top starting page, followed by current exhibitions, and then hours & admission. From there it gets a bit complicated, but you can get a sense of the top pages that people are navigating through. It can help you to see what may be getting lost in the mix. It can also show you where big drop offs are taking place.
  • Museum of Fine Arts-St. Petersburg, FL Analysis

    1. 1. Analysis Exchange ProjectGenna WeissAnalysis ExchangeWeb AnalystThaddeus RootMFA, St Petersburg
    2. 2. • Focus on Google Analytics• Time Period– 1/1/2012 – 2/29/2012• Key metrics analyzed for site navigation– Visits– Pageviews– Bounce rate2
    3. 3. 1. High level overview2. Insights3. Summary4. Suggested next steps3
    4. 4. • 31,560 visits• 24,952 unique visitors• 105,989 pageviews• 3.36 pages/visit• 00:02:32 avg. time onsite• 31.38% bounce rate• 73.43% new visits4
    5. 5. By State (% of U.S. visits) By City (% of Florida visits)50%10%20%30%40%50%60%70%80%90%FloridaGeorgiaNew YorkNorthCarolinaCalifornia0%2%4%6%8%10%12%14%16%18%20%StPetersburgTampaLargoClearwaterSarasota
    6. 6. Pages (% of pageviews) Landing Pages (% of visits)0%10%20%30%40%50%60%70%80% HomepageCurrentExhibitions/subscribe/post?u=10af90420f994da1d6969faf2&id=ad5bb57619Erotic EgyptHours &Admission60%5%10%15%20%25%30%35%HomepageCurrentExhibitionsHours &AdmissionEventsPermanentCollection
    7. 7. All Sources (% of visits)0%5%10%15%20%25%30%35%40%45%50%Google(organic)DirectBing(organic)MFA EmailUpdatesYahoo(organic)Referrals (% of referralvisits)
    8. 8. 8Are We Getting Qualified Traffic from Organic Search?
    9. 9. 9What are the Popular Navigation Paths?
    10. 10. 1. High level overview2. Insights3. Summary4. Suggested next steps10
    11. 11. 11So What Insights Did We Glean fromthe Data?
    12. 12. • 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 hassomething to do with this issue• Could be a missed opportunity• Learn Section• Overall pageviews for family programs, adult programs, and otherlearning 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 pages12
    13. 13. Bounce RatesEquated BouncedPageviews130%10%20%30%40%50%60%70%80%Site AverageHomepageVisitExploreLearnSupportAboutStoreHomepage: 6,828 / 31,365Visit: 15,250 / 23,829Explore: 14,192 / 23,718Learn: 1,123 / 1,647Support: 2,134 / 2,837About: 2,749 / 3,875Store: 717 / 1,307
    14. 14. Bounce Rates Equated Bounced Visits140%10%20%30%40%50%60%70%80%90%100% Site AverageHomepageCurrent Exhibitions/subscribe/post?u=10af90420f994da1d6969faf2&id=ad5bb57619Egyptian EroticaHours & AdmissionHomepage: 5,133 / 23,579Current Exhibitions: 2,165 / 2,776/Subscribe/post?...: 300 / 348Egyptian Erotica: 235 / 308Hours & Admission: 175 / 258
    15. 15. • Bounce rate definition: The percentage of single-pagevisits on a particular page. So after seeing the onepage, the visitor left your site.• A high bounce rate generally indicates that the page isn’tengaging your visitor, for whatever reason(i.e., content, navigation, etc.).• In particular, it’s important that your landing pages areengaging visitors so that they stay on your site andconvert to whatever goal you are seeking.15
    16. 16. 16So What Can We Infer from TheseHigh Bounce Rates?
    17. 17. Met MFA17A Site Comparison
    18. 18. 18How Could We Know for Sure ThatThis is the Case?
    19. 19. • A report that displays your actualpages – just as they look tousers – with a click-levelindicator next to each link.• It’s great at revealing how yourreal customers are experiencingyour website.• You can use it as an inspirationto optimize the website throughsimple experiments withlayout, content, and navigation.19
    20. 20. • It refers to when someone visits your website and usesits Search feature to find information.• Internal search data can yield an understanding of customer intentand help improve customer experience. It can provide you greatclues as to what is broken.• You’ll want to:• Measure internal search site usage metrics by setting it up onGoogle Analytics.• Report on the top internal site search key phrases (ex. Top 20-25).• Use in-page analytics to see where people click after internalsearch results pull up. Check to see if there are high exit ratesfrom page.20
    21. 21. • While most clickstream data only shows you what happenedon your website, surveying museum visitors who have visitedyour 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 andto see if the museum’s website was influential in the visitor’sdecision to visit the museum – or in recommending themuseum to others.• If you don’t go the museum customer survey route, A/B testingor multivariate testing can help test the user-experience onyour website. But you won’t know for sure if the website hasinfluenced a site visitor to come to the museum.21
    22. 22. 1. High level overview2. Insights3. Summary4. Suggested next steps22
    23. 23. • Coming Exhibitions is getting a bit lost in the shuffle.• The Learning Section with special visitor programsdoesn’t get a ton of traffic compared to other parts of thesite.• St. Petersburg Arts & Entertainment Pass page may beanother missed opportunity.• High bounce rates on the site’s category pages andlanding pages may signal that the site’s navigation needsto be optimized.23
    24. 24. 1. High level overview2. Insights3. Summary4. Suggested next steps24
    25. 25. • Set up Internal Search capabilities on Google Analytics• Troubleshoot In-Page Analytics• Leverage Internal Search and In-Page Analytics to testthe project’s insights regarding site’s navigation• Consider interviewing museum visitors regarding theiruse of the website for more comprehensive data• Look to set up social tracking on Google Analytics25
    26. 26. Museum of Fine Arts, St Petersburg, Florida26