The document analyzes web analytics for the Museum of Fine Arts in St. Petersburg, Florida from January to February 2012. It found that the Coming Exhibitions and Learning Sections pages received fewer pageviews than expected. Additionally, high bounce rates on category and landing pages indicated issues with site navigation. The summary suggested optimizing navigation, tracking internal search and social media usage, and interviewing visitors to better understand website usage and influence on attendance.

1. Analysis Exchange Project
Genna Weiss
Analysis Exchange
Web Analyst
Thaddeus Root
MFA, St Petersburg

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

3. 1. High level overview
2. Insights
3. Summary
4. Suggested next steps
3

4. • 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
4

5. By State (% of U.S. visits) By City (% of Florida visits)
5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Florida
Georgia
New York
North
Carolina
California
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
St
Petersburg
Tampa
Largo
Clearwater
Sarasota

6. Pages (% of pageviews) Landing Pages (% of visits)
0%
10%
20%
30%
40%
50%
60%
70%
80% Homepage
Current
Exhibitions
/subscribe/post?u
=10af90420f994d
a1d6969faf2&id=a
d5bb57619
Erotic Egypt
Hours &
Admission
6
0%
5%
10%
15%
20%
25%
30%
35%
Homepage
Current
Exhibitions
Hours &
Admission
Events
Permanent
Collection

7. All Sources (% of visits)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Google
(organic)
Direct
Bing
(organic)
MFA Email
Updates
Yahoo
(organic)
Referrals (% of referral
visits)
7
0%
2%
4%
6%
8%
10%
12%
ad.double
click.net
facebook.
com
tampabay.
com
fine-
arts.org
stpete.org

8. 8
Are We Getting Qualified Traffic from Organic Search?

9. 9
What are the Popular Navigation Paths?

10. 1. High level overview
2. Insights
3. Summary
4. Suggested next steps
10

11. 11
So What Insights Did We Glean from
the Data?

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 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
12

13. Bounce Rates
Equated Bounced
Pageviews
13
0%
10%
20%
30%
40%
50%
60%
70%
80%
Site Average
Homepage
Visit
Explore
Learn
Support
About
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

14. Bounce Rates Equated Bounced Visits
14
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Site Average
Homepage
Current Exhibitions
/subscribe/post?u=1
0af90420f994da1d6
969faf2&id=ad5bb57
619
Egyptian Erotica
Hours & Admission
Homepage: 5,133 / 23,579
Current Exhibitions: 2,165 / 2,776
/Subscribe/post?...: 300 / 348
Egyptian Erotica: 235 / 308
Hours & Admission: 175 / 258

15. • 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.
15

16. 16
So What Can We Infer from These
High Bounce Rates?

17. Met MFA
17
A Site Comparison

18. 18
How Could We Know for Sure That
This is the Case?

19. • 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.
19

20. • 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.
20

21. • 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.
21

22. 1. High level overview
2. Insights
3. Summary
4. Suggested next steps
22

23. • 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.
23

24. 1. High level overview
2. Insights
3. Summary
4. Suggested next steps
24

25. • 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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26. Museum of Fine Arts, St Petersburg, Florida
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