Persuasive analytics: let data fight your battles @lanalytics00 // - - PowerPoint PPT Presentation

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Persuasive analytics: let data fight your battles @lanalytics00 // - - PowerPoint PPT Presentation

Jun 14, 2023 440 likes •1.14k views

Persuasive analytics: let data fight your battles @lanalytics00 // @ruthbhendry Successful content needs good data @lanalytics00 // @ruthbhendry User insight needs to be persuasive @lanalytics00 // @ruthbhendry Google Analytics is not

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Persuasive analytics:

let data fight your battles

@lanalytics00 // @ruthbhendry

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Successful content needs good data

@lanalytics00 // @ruthbhendry

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User insight needs to be persuasive

@lanalytics00 // @ruthbhendry

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Google Analytics is not enough

@lanalytics00 // @ruthbhendry

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Redeveloping Te Papa’s website

@lanalytics00 // @ruthbhendry

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Content first

@lanalytics00 // @ruthbhendry

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because everything else is just window dressing

@lanalytics00 // @ruthbhendry

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Use a variety of channels to communicate to stakeholders

  • Internal blog
  • Regular meetings with all teams
  • Staff intranet
  • Project team available to answer questions in

person @lanalytics00 // @ruthbhendry

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Communicate effectively and often to bring stakeholders on a journey from data-averse to data-aware.

@lanalytics00 // @ruthbhendry

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Google Analytics vs Te Papa’s cultural goals and values

@lanalytics00 // @ruthbhendry

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What did our initial user research tell us?

@lanalytics00 // @ruthbhendry

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  • Website surveys
  • In museum surveys
  • Content audit
  • Google Analytics
  • Enquiries centre data
  • Visitor market research data

@lanalytics00 // @ruthbhendry

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Visitor surveys

@lanalytics00 // @ruthbhendry

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Our users love Te Papa...

@lanalytics00 // @ruthbhendry

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… and / or surveys. Thanks to everyone who took part!

@lanalytics00 // @ruthbhendry

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70% of museum visitors have never visited any Te Papa website

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry Plan a visit to the museum 56% Find information for personal reasons / interests 19% Find information for professional reasons / interests 12% Make a booking or purchase 3% Other 10%

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Google Analytics

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

4% of site searches contain the word “squid”

squid.tepapa.govt.nz

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@lanalytics00 // @ruthbhendry

“What spider is that?” is in the top 5 most popular pages

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@lanalytics00 // @ruthbhendry

5% of traffic is to pages related to Matariki – that’s 120,000 pageviews / year

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Use Google Analytics in conjunction with

  • ther tools to build a detailed picture of user

intentions

@lanalytics00 // @ruthbhendry

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Personas

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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Matching analytics to personas

@lanalytics00 // @ruthbhendry

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Museum visitor: Show me the basic information. Quickly.

@lanalytics00 // @ruthbhendry

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Tone and voice research

@lanalytics00 // @ruthbhendry

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Which word best describes how you feel about Te Papa? @ruthbhendry Modern Old-fashioned Historic

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Insight: people want Te Papa to sound:

  • engaging
  • knowledgeable
  • educational
  • friendly
  • approachable
  • modern

@ruthbhendry

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“You want to find out more about Te Papa’s collection of birds. Which description do you prefer, A, B or C?” @ruthbhendry

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Insight: people want Te Papa to:

  • include te reo Māori words within

English text

@ruthbhendry

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Google Analytics data vs Te Papa’s values 1: bilingual content

@lanalytics00 // @ruthbhendry

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Aims:

  • Improve the website for te reo Māori

speakers

  • Educate and increase users’

knowledge and understanding of te reo Māori

@lanalytics00 // @ruthbhendry

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Considerations:

  • only one te reo Māori writer in-house
  • only 4% of NZ’s population speak

fluent te reo Māori

  • no time or budget for user research

@lanalytics00 // @ruthbhendry

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Decisions:

  • remove all outdated content
  • use specified te reo Maori words

throughout the website

  • translate all titles and headings
  • translate key pages

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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Google Analytics data vs Te Papa’s values 2: museum visitor audience

@lanalytics00 // @ruthbhendry

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Museum visitor insight 1: People want the most popular exhibitions on the home page

@lanalytics00 // @ruthbhendry

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We had Gallipoli on the home page hero image

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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when we swapped this with a Dreamworks spot...

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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clicks to the Gallipoli page dropped by 40%

@lanalytics00 // @ruthbhendry

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and searches for ‘gallipoli’ went up 117%

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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Insight: People want the most popular exhibitions on the home page

@lanalytics00 // @ruthbhendry

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Action: we’re designing a solution for the next time there are multiple major exhibitions

@lanalytics00 // @ruthbhendry

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ddf

@lanalytics00 // @ruthbhendry

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Museum visitor insight 2: lots of people search for ‘opening hours’ across the site

@lanalytics00 // @ruthbhendry

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Action: put opening hours on every page

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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Result: 85% drop in searches containing ‘hour’

(May 2016 compared with May 2015) @lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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Museum visitor insight 3: Matariki virtual visitors

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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  • traffic peaked 25 + 26 June - 4K visits
  • far above average visits from mobile

and Facebook

@lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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Data indicates they were watching the live stream:

  • 80% from outside Wellington
  • 20 people searched on-site for ‘live streaming’
  • video footage on Facebook with no paid

promotion received: ○ 21K views ○ 1K interactions ○ 500 shares @lanalytics00 // @ruthbhendry

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@lanalytics00 // @ruthbhendry

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The team have taken people beyond our website and into the celebrations themselves, regardless of where they’re based. [Nice work Amanda Rogers (social media) and team.]

@lanalytics00 // @ruthbhendry

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Through qualitative and quantitative insight we’re getting a more nuanced view of our audience, that’s constantly evolving.

@lanalytics00 // @ruthbhendry

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We’re not just about the data - we’ve got Te Papa’s goals and values firmly in mind.

@lanalytics00 // @ruthbhendry

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data is the voice of our audience

@lanalytics00 // @ruthbhendry

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Was it persuasive?

@lanalytics00 // @ruthbhendry

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data + organisational understanding + communication = better content for everyone!

@lanalytics00 // @ruthbhendry

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good content is a team effort

@lanalytics00 // @ruthbhendry