Getting to know your web users
Kevin Bacon: Royal Pavilion & Museums, Brighton & HovePeter Pavement: Surface Impression
SURFACE IMPRESSION
brighton-hove-rpml.org.uk
• Old shared website with Brighton Libraries
• Built in Sharepoint
• Limited flexibility
• Prioritised organisational aims over audience needs
Researching our online audiences?
Three research questions before going to tender.
• What are they doing?• What do they want to do?• Who are they?
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.
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
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
EXPLORERS FACILITATORS
EXPERIENCE SEEKERS RECHARGERS
PROFESSIONALS / HOBBYISTS
John H. FalkIdentity and the Museum Visitor Experience (2009)
Design process
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
Next steps
• Online shop
• International visitors
• More engagement with our online collections
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