National Museum Website Visitor Motivation SurveyPROFESSIONAL FORUM

Marty SpellerbergConsultant

MCN 201602

Explorer

The need to satisfy personal curiosity & interest in an intellectually challenging environment

Facilitator

The wish to engage in a meaningful social experience

Experience Seeker

The aspiration to be exposed to the things and ideas that exemplify what is best and most important within a culture or community

Professionalor Hobbyist

The desire to further specific intellectual needs in a setting with a specific subject matter focus

Recharger

The yearning to physically, emotionally, & intellectually recharge in a beautiful and refreshing environment

Art21 ○ Art Gallery of OntarioAspen Art Museum ○ Chicago Architecture FoundationChinese American Museum Los Angeles ○ Clockshop

Clyfford Still Museum ○ Contemporary Art Museum St. Louisde Young Museum ○ Hammer Museum

Houston Center for Contemporary Craft Institute of Contemporary Art/Boston ○ Illinois Holocaust Museum

Legion of Honor ○ The Menil CollectionMuseum of Contemporary Art Denver

Nasher Museum of Art at Duke UniversityNasher Sculpture Center ○ Portland Art Museum

Museum of Applied Arts and SciencesSanta Cruz Museum of Art and History ○ Warhol Museum

Yerba Buena Center for the Arts

Tricia RobsonAssistant Director of Web & Digital ProductionFine Arts Museums of San Francisco

MCN 201607

de Young Museum, San Francisco

Legion of Honor Museum, San Francisco

famsf.org Overview Fiscal Year 2015–16

Sessions: 4+ million

Pageviews: 14+ million

Pages/Session Avg: 3.30

Avg. Session Duration: 00:02:28

Visitation trends: Most highly trafficked sections of site include: Visit pages, Ticketing, Exhibitions

pages, and Calendar pages

High visitor drop off rate & not a ton of deep engagement

Visitor Motivation Survey Goals

1.Institutional benchmarking

2.Test assumptions based on web analytics

3.Internal project support / buy-in

Visitor Motivation Survey OverviewTime frame: February 22–June 19, 2016 (17 weeks in total)

Response rate: ~2,500 total sessions, with ~11,500 pageviews

Visitor Motivation Survey Results

What is the primary motivation for visiting our website?

Visitor Motivation Survey Results“Planning activities for friends/family” was cited as the primary motivation for ~60% of visitors to famsf.org (Facilitator category).

Visitor Motivation Survey ResultsPageviews show high visitation rates for Facilitators, but actual engagement remains shallow / highly focused.

Pageviews # %

Explorer 2,103 18.39%

Facilitator 6,742 58.95%

Professional 1,565 13.68%

Recharger 845 7.39%

Seeker 182 1.59%

TOTAL 11,437 100.00%

Visitor Motivation Survey Results

Which visitors show the most prolonged engagement online?

Visitor Motivation Survey ResultsHighest engagement rates amongst “Explorers” and “Professionals.”

Pages/Session # %

Explorer 5.79 24.88%

Facilitator 4.39 18.87%

Professional 7.45 32.02%

Recharger 3.28 14.10%

Seeker 2.36 10.14%

TOTAL 23.27 100.00%

Visitor Motivation Survey ResultsHighest engagement rates amongst “Explorers” and “Professionals.”

Avg. Session Duration Minutes/Seconds

Explorer 00:05:46

Facilitator 00:03:46

Professional 00:07:42

Recharger 00:02:58

Seeker 00:01:22

Visitor Motivation Survey Results

How do different motivation categories impact visitation trends online?

Visitor Motivation Survey ResultsHomepages received high visitation rates for all categories, but Facilitators were most likely to purchase tickets.

de Young homepage

Legion of Honor homepage

Tickets

All Users 2,133,154 (37.28%) 739,232 (12.92%) 1,645,286 (28.75%)

Facilitator 3,815 (56.59%) 1,313 (19.47%) 1,160 (17.21%)

Explorer 1,181 (56.15%) 321 (15.26%) 133 (6.32%)

Professional 335 (21.41%) 119 (7.60%) 0 (0.00%)

Recharger 517 (61.11%) 210 (24.82%) 63 (7.45%)

Seeker 112 (61.54%) 14 (7.69%) 0 (0.00%)

Visitor Motivation Survey ResultsFacilitators and Seekers had higher visitation rates on Visit pages. Professionals and Explorers most likely to shop online.

Visit pages (de Young)

Exhibition pages(de Young)

Shop

All Users 157,138 (2.75%) 186,614 (3.26%) 403,312 (7.05%)

Facilitator 245 (3.63%) 196 (2.90%) 35 (0.52%)

Explorer 7 (0.33%) 42 (1.99%) 419 (19.92%)

Professional 7 (0.45%) 14 (0.89%) 943 (60.26%)

Recharger 0 (0.00%) 14 (1.65%) 0 (0.00%)

Seeker 14 (7.69%) 0 (0.00%) 7 (3.85%)

Visitor Motivation Survey ResultsFacilitator user paths centered primarily on homepages, exhibitions, ticketing, and visit pages.

Visitor Motivation Survey ResultsExplorer user paths centered primarily on homepages, exhibitions, shopping site, and learn/events pages.

Visitor Motivation Survey ResultsConfirmed many of our website data assumptions

Offered a platform to evaluate data against peer institutions

Helped garner support for upcoming web refresh project

Web Refresh Project Goal & Outline

Goal: Evolve the FAMSF websites with a new responsive, user-centric design to elevate the de Young and Legion of Honor’s respective personalities while keeping consistent, systematic layouts and structure.

Outline: Time-sensitive style refresh focused on creating style themes and page templates for key landing pages.

Web Refresh Project Approach

Web Refresh Project Key Focus Areas

Homepages (de Young, Legion of Honor, FAMSF)

Exhibition pages (special, general)

Visit page

Collections landing page

Give & Join page

Navigation

Web Refresh Project Initial Discovery

Visitor Motivation Survey Takeaways

Jessica WarchallCommunications ManagerThe Andy Warhol Museum

MCN 201630

Visitor Motivation & A Website Redesign

Photo © Abby Warhola

Photo © Abby Warhola

warhol.org

August 1, 2015 – July 31, 3016

Sessions: 1.16 million

Pageviews: 2.62 million

Average session duration: 1:38

Pages / session: 2.4

Among our most visited pages are the collections page and visit pages. Average time on pages are :49 and 2:06, respectively.

Why participate in VMS?

1. To confirm our assumptions about who is visiting warhol.org

2. Gather data to inform our 2016–17 website redesign

Photo © Abby Warhola

VMS on warhol.org

Duration: November 2015 – May 2016

Sessions: 1,386

Page views: 7,877

VMS Results

Nearly 39% of visitors were motivated to visit warhol.org “to plan an activity for my family/friends.”*

Nearly 22% of visitors were motivated to visit warhol.org "for professional reasons.”*

*Based on sessions

VMS Results

Visitors planning an activity had the most pageviews, but professionals had deeper engagement with warhol.org.

Pageviews # %

Explorer 1258 15.97%

Facilitator 2820 35.80%

Professional 2338 29.68%

Recharger 1114 14.14%

Seeker 347 4.41%

Total 7877 100.00%

Pages / Session # %

Explorer 5.20 18.68%

Facilitator 5.23 18.79%

Professional 7.85 28.20%

Recharger 4.74 17.03%

Seeker 4.82 17.31%

Total 27.84 100.00%

Where are these visitors spending time?

Collection

Facilitator 105

Professional 337

Calendar

Facilitator 740

Professional 509

Education

Facilitator 72

Professional 149

Visit

Facilitator 807

Professional 165

Pageviews

Implementation

Phase I

Communications tool

Target locals and tourists planning a visit to The Warhol or looking to attend one of its programs.

Focus on robust calendar, ticketing, visitor information, and exhibitions pages.

Phase II

Online destination for Andy Warhol

Target scholars and researchers looking for information about Warhol.

Focus on collections, education resources, and biography pages.

Jacques HabaDigital Media ManagerNasher Sculpture Center

MCN 201641

Nasher Sculpture Center | Dallas, TX

Overview - All Traffic | Dec 1, 2015 to Apr 30, 2016

Sessions: 119,420

Pageviews: 568,582

Pages/Session Avg: 4.76

Average Session Duration: 1 min 54 sec

Context: Nasher Prize (International Sculpture Award)

Spring Break District Block PartyThe Great Create (Fundraising event)

Dallas Art Fair

Visitor Motivation Survey | Dec 1, 2015 to Apr 30, 2016

Sessions # %

Explorer 117 11.14%

Facilitator 486 47.51%

Professional 309 30.21%

Recharger 81 7.92%

Seeker 30 2.93%

1023 100%

Facilitator - What do they tell us about our content?

Facilitator holds true to Falk’s entry motivationPlanning a leisure activity

Texas daytripper planning a museum visitSome plan towards a specific event

Quick logistical planning - admission & parkingNot discovering additional resources helpful to planning

Low visitor loyalty

Facilitator - Who makes up the majority?

Female 60% Male 40%

25-34 year old

on average 30% more

spend 20% less time in a session

18-24 year old

40% less than average

Facilitator - “Successful” Demographic

45-54 year old woman

slightly less sessions but more engagement

20% more time on site

women spent 3 min longer per session

more goal conversions

Google Analytic Goal Examples: Admission ticket purchase | Contact Us | Email signup | Resource download

Facilitator - What interests them across the Internet?

Potential Interests (Affinity)

Movie LoverTV LoverTravel BuffTechnophilesNews Junkies (Entertainment)

High Interests (In-Market)

Travel/Hotels & AccommodationsTravel/Air TravelReal Estate / Residential PropertiesEmploymentEducation / Post-Secondary Education

Entertainment | Travel | Education

Facilitator - Local, National or International?

Expection:More national and international traffic

Discovery:A majority are within TexasPredominantly in Dallas/Ft.Worth area

Facilitator - Are they aware of our brand?

26% of traffic has some awareness awareness from Direct traffic, Email campaigns and Facebook

Facebook traffic more event-centric planning

Referral traffic (excluding social media) predominantly from local media DFW Child, Dallas Observer, CBS Local(DFW), DMagazine

Landing on the homepage

Facilitator - What content does the majority view?

60% of traffic planning visit to Nasher Sculpture Center

2nd interaction: Visit section - Hours & Admissions

4th interaction: Traffic drops below half

3rd interaction: 27% traffic drops off with remaining split betweenVisit section - Directions, Maps & ParkingArt section - Exhibitions and On View

artworks

1st interaction: Begins on the homepage

Facilitator - What content do others view?

20% of traffic planning visit to specific event

1st interaction: Begins in Engage section

2nd interaction: Drop off after one interaction orStay within Engage section

Subsequent interaction: Specific eventstil midnight at the Nasher

(March 18, 2016)

Soundings: New Music at the Nasher (April 29, 2016)

Target First Saturday (March 5, 2016)

Facilitator - Future Plans

Consolidating logistical content - increase visitor value

Encourage deeper-dive in planning - time on site with knowledge layer

Expand our reach - reevaluate marketing & social media campaigns

Tailor content to gain visitor loyalty

Surveys - pair quantified data with qualified data

Benchmarks - compare & learn with other cultural institutions

Contact Me - More insights

Want to talk about Google Analytics or benchmark metrics?

Jacques Habajhaba@nashersculpturecenter.org@jacqueyewokey

Susan EdwardsAssociate Director, Digital ContentHammer Museum@jolifanta

MCN 201655

Why Join VMS?● Benchmarking

● Understand online visitors

● Mini-redesign

● Parallel project using Falk Types

VMS NumbersTIME FRAME February 23–June 9, 2016 13 weeks, 3 days

RESPONSE RATE 1,751 sessions1,695 users9,458 pageviews

TIME FRAME February 23–June 9, 2016 13 weeks, 3 days

RESPONSE RATE 1,751 sessions = 0.7% of all1,695 users = 0.84% of all9,458 pageviews = 1.6% of all

VMS Numbers

TIME ON SITESurvey takers averaged 4:52 - 5:29

All users averaged 1:28

→ Survey takers are very engaged

VMS Numbers

VMS Numbers

Visit Exhibitions Made in LA (subset of Ex)

Programs Collection About Us Home

Explorer 6% 25% 5% 29% 4% 3% 12%

Facilitator 13% 24% 3% 30% 3% 1% 15%

Professional 7% 27% 7% 13% 5% 11% 13%

Recharger 13% 25% 4% 22% 8% 2% 16%

Seeker 9% 36% 10% 17% 7% 5% 17%

% of all sessions for each type

VMS Numbers

METHODOLOGY

In-person interviewsDesign Thinking process / develop user types modeled on Falk Types

Survey of members in free programA question about motivation to visit (similar to VMS) mapped to user types.

A Parallel Study

Interview Visitors

Goal = Empathize with visitors and Define their needs when visiting

Empathy Map Point of View Statement

A Parallel Study

Rechargers

Cultural Enthusiasts

Passersby

Explorers

Pilgrim Third-place Seeker

Status Seeker

Professional

FacilitatorCulture Mom

A Parallel Study

SURVEY

2,403 people received the surveyJanuary–February 2016

347 responded to the survey = 14%

A Parallel Study

Why do you come to the Hammer?

● I am curious and want to learn about art.● want to share an experience with others.● My children enjoy it and it is also culturally

interesting to me.● To gain proximity to artists, curators, and

contemporary thinkers.● I like to hang out in the space.● I want to get away from the noise of my

everyday life.● To research works of art.● It’s a place to see quality art.● To attend a lecture, talk, or film screening.● To earn a point towards a Participate-level

membership

Falk TypesExplorers

ProfessionalsRechargersFacilitatorsExperience-SeekersMotivation to earn a point

Free Member Survey

VMS Web Visitor Survey

Interviews & Survey = no Experience Seekers

Website = 7% Experience Seekers

→ Our biennial is a draw for Experience Seekers.

→ Knowing this, can we target these audiences?

We do have “destination” programming.Insight #1

Interviews & Survey = Facilitation not primary motivation for visiting.

BUT many of interviewees were visiting with others.

Website = Facilitators

→ Facilitation may be a strong SECONDARY motivator.→ What do facilitators need from us?

We need to consider Facilitators.Insight #2

On-site and online visit motivations are different.Insight #3

Interviews = Explorers & Rechargers

Members = Explorers, Rechargers & Professionals

Website = Facilitators & Professionals

→ The website is a different place than our physical space.→ What is the relationship between these experiences?→ We need to survey our larger visiting public.

Alli BurnessDigital Designer, ThinkPlacePreviously Digital Producer, Museum of Applied Arts and Sciences

MCN 201676

VMS at the Museum of Applied Arts and Sciences

aka The Powerhouse Museum, Sydney

Alli Burness @alli_burnie

Recharger

Facilitator

Explorer

Seeker

Professional

Falk’s Segments

Essence

Release

Stimulation

Enrichment

Expression

Affirmation

Entertainment

Perspective

Predictive Descriptive

Which segments to use at MAAS?

Culture Segments

Two MAAS Websites: New One… 66% Facilitators

Two MAAS Websites: Old One… 66% Professionals

I enjoy the meditation of spending time with historical objects and telling their story.

I have an interest in history beyond my work.

I like connecting with the items and personal stories.

Visitors researching a topic also want to be inspired

Interviewing MAAS Online Collection Users

Jobs Stories for MAAS Online Collection

Professional or Hobbyist

When I want to explore an object

I want to see all aspects

So I understand the depth of knowledge surrounding it

Recharger When I want to create or make something

I want to look at the MAAS online collection

So I get inspired

User Flows

Social onsite Research online

Falk’s Visitor Motivations at MAAS

Museum Collection

Jonathan MunarDirector of Digital Media and StrategyArt21

MCN 201685

WHY PARTICIPATE IN VMS?Art21.org redesignWas already preparing RFP

Art21 is not a museumBut our mission/audiences/challenges overlap

Visitor Sessions Pages / Session

Avg. Session Duration Bounce Rate

Dismiss 6,173 9.73 0:11:15 6.92%

Professional 204 10.45 0:12:21 6.86%

Explorer 164 7.07 0:08:36 7.93%

Recharger 91 10.19 0:13:02 8.79%

Seeker 47 15.91 0:14:31 8.51%

Facilitator 16 6.62 0:10:48 0.00%

DATA: ART21.ORG, DECEMBER 2015–APRIL 2016

VMS TAKEAWAYSArt21’s role in relation to museumsArt21.org is primarily a resource and destination for content

(Most) museum websites are primarily visit-planning tools*

*But also have lots of great content!

VMS TAKEAWAYSBetter facilitate EducatorsImproved production and placement of educator-focused

content

Develop tools for classroom use (playlists, watchlists, etc.)

VMS TAKEAWAYSEncourage content discoveryImprove relationships between related content

Design video pages as content paths as opposed to dead ends

Design artist pages as robust indexes

VMS TAKEAWAYSRespondents are highly engaged

Visitor Sessions Pages / Session

Avg. Session Duration Bounce Rate

Dismiss 6,173 9.73 0:11:15 6.92%

Professional 204 10.45 0:12:21 6.86%

Explorer 164 7.07 0:08:36 7.93%

Recharger 91 10.19 0:13:02 8.79%

Seeker 47 15.91 0:14:31 8.51%

Facilitator 16 6.62 0:10:48 0.00%All visits 385,070 3.38 0:02:55 60.30%

DATA: ART21.ORG, DECEMBER 2015–APRIL 2016

VMS TAKEAWAYSRespondents are highly engagedThese are our power users

Consider placing additional surveys and calls for feedback

Consider opportunities for placing other calls to action

Sarah WamboldDirector of Digital MediaClyfford Still Museum

MCN 2016102

VISITOR MOTIVATION ONLINE23 institutions / 513 weeks of data / 72,585 records

FacilitatorTo plan an activity for my family/friends

ProfessionalFor professional reasons

ExplorerTo learn something new

Recharger For inspiration

SeekerBecause the museum was recommended to me

ENCYCLOPEDIC ART MUSEUMS

Facilitator

Professional

Explorer

Recharger

Seeker

COMMUNITY CENTRIC

Facilitator

Professional

Explorer

Recharger

Seeker

Santa Cruz MAH

PROFESSIONAL SEGMENT

Houston Craft Aspen

CONTEMPORARY PROGRAM

Facilitator

Professional

Explorer

Recharger

Seeker

Facilitator

Professional

Explorer

Recharger

Seeker

???

Facilitator

Professional

Explorer

Recharger

Seeker

Anomalies

https://www.arrays.co/array/visitor_motivation_survey-r2/pie-set

Marty Spellerberg, Project co-leader, @halfemptyTricia Robson, Fine Arts Museums of San FranciscoJessica Warchall, The Andy Warhol Museum, @je321ssJacques Haba, Nasher Sculpture Center, @jacqueyewokSusan Edwards, Hammer Museum, @jolifantaAlli Burness, Museum of Applied Arts and Sciences, @alli_burnieJonathan Munar, Art21, @jonnymoonSarah Wambold, Clyfford Still Museum / Project co-leader, @sarahwambold

MCN 2016111