Royal Pavilion & Museums, Brighton & Hove - getting to know your online audience

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Getting to know your web users Kevin Bacon: Royal Pavilion & Museums, Brighton & Hove Peter Pavement: Surface Impression SURFACE IMPRESSION

Transcript of Royal Pavilion & Museums, Brighton & Hove - getting to know your online audience

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Getting to know your web users

Kevin Bacon: Royal Pavilion & Museums, Brighton & HovePeter Pavement: Surface Impression

SURFACE IMPRESSION

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brighton-hove-rpml.org.uk

• Old shared website with Brighton Libraries

• Built in Sharepoint

• Limited flexibility

• Prioritised organisational aims over audience needs

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Researching our online audiences?

Three research questions before going to tender.

• What are they doing?• What do they want to do?• Who are they?

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What are our audiences doing?

• Use of Google Analytics data

• Key finding: over 50% of pageviews took place on just 11 pages of website.

• But… what users are doing also reflects the constraints of the website.

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What do our users want to?

• Question that emerged from Culture 24’s Let’s Get Real 2 project

• Used survey to enquire what users were trying to do on the site

• Key finding: most users wanted building specific info – less interested in RPM as a service

• But… what about those who don’t respond to the survey

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Who are our users?

• Drew on Professor John Falk’s work on identity related motivational profiles

• Model that rejects demographic profiling in favour of a behavioural needs based model

• Explorers, Experience Seekers, Facilitators, Professionals / Hobbyists, Rechargers

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EXPLORERS FACILITATORS

EXPERIENCE SEEKERS RECHARGERS

PROFESSIONALS / HOBBYISTS

John H. FalkIdentity and the Museum Visitor Experience (2009)

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Design process

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Results

• Greatly increased engagement: pageviews +18.5%; bounce rate -16.7%; session time +13.6%

• Increased visitor nos. in key walk-up periods eg. school holidays

• 4 x increase in online ticket sales to Royal Pavilion

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Next steps

• Online shop

• International visitors

• More engagement with our online collections