Slides from the Let's Get Real professional forum at Museums and the Web 2014. For more info on the project http://weareculture24.org.uk/projects/action-research/

14. Understanding web behaviours
• Keep asking yourself - what are the most important goals for my
organisation that my website helps people accomplish?
• Don’t just ask what your audience does on your website or how
they do it, but also why
• Learn to love segments in analytic tools
• Prioritise your design and content decisions based on the patterns
of audience behaviour you want to have on your website
• Keep reviewing your audiences’ web behaviours to better
understand and act on changes
• Make it a priority to be able to access analytics data from any third
party ticketing websites or systems you may use

15. Understanding mobile behaviours
• If 20% or more of your online audience is visiting your site via
mobile devices and you don’t have a mobile-friendly site, you need
to address this as a priority
• Track visits from mobile devices, separating out mobile phones and
tablets and keep a close on eye on differences, and how those
differences are changing over time
• Consider the tools that you may need to better understand mobile
and tablet users
• Focus on micro conversions as well as macro conversions when
seeking to understand mobile behaviours

16. Understanding social media behaviours
• Consider if driving social media behaviours is the best way to
achieve your organisational goals
• Remember social media is not free
• Use interaction and virality rates as a way of evaluating which social
media posts users like to engage with
• Using imagery in your social media posts will drive audience
comments and response
• Use qualitative analysis to interrogate more deeply the quality and
sentiment of conversations taking place in your channels
• If your primary objective for using social media to engage audiences
is to drive them to your website – think again!

20. Jargon: What’s out
Slimming down (processes don’t diet)
Foster (unless it is children)
Agenda (unless it is for a meeting)
Deliver (pizzas, post and services are delivered)
Deploy (unless it is military or software)
Dialogue (we speak to people)
Key (unless it unlocks something)
Progress (as a verb – what are you actually doing?)

21. •
•
•
•
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23. 1.
2.
3.
Unpacking
‘fit for purpose’
Deeper into
specific tools
and tactics
4.
GROUP: process to define individual research
Healthchecks
Benchmarking
with Google
Analytics and
Hitwise
CULTURE24: shared learning

24. 1.
2.
3.
Unpacking
‘fit for purpose’
?
Deeper into
specific tools
and tactics
4.
GROUP: process to define individual research
each partner
Healthchecks
Benchmarking
with Google
Analytics and
Hitwise
CULTURE24: shared learning

25. 1.
2.
3.
Unpacking
‘fit for purpose’
?
? ? ? ? ? ?
Deeper into
specific tools
and tactics
A A A B B B
4.
GROUP: process to define individual research
Healthchecks
Benchmarking
with Google
Analytics and
Hitwise
CULTURE24: shared learning
Sharing, reflectio
n and analysis
Report 3
Conference
each partner

26. 1.
2.
3.
Unpacking
‘fit for purpose’
?
? ? ? ? ? ?
Deeper into
specific tools
and tactics
A A A B B B
4.
GROUP: process to define individual research
Healthchecks
Benchmarking
with Google
Analytics and
Hitwise
CULTURE24: shared learning
Sharing,
reflection and
analysis
Report
Conference
Etc..
each partner