2. • 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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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
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
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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
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.
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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.
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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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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.