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 enough @lanalytics00 // @ruthbhendry
Redeveloping Te Papa’s website @lanalytics00 // @ruthbhendry
Content first @lanalytics00 // @ruthbhendry
because everything else is just window dressing @lanalytics00 // @ruthbhendry
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
Communicate effectively and often to bring stakeholders on a journey from data-averse to data-aware. @lanalytics00 // @ruthbhendry
Google Analytics vs Te Papa’s cultural goals and values @lanalytics00 // @ruthbhendry
What did our initial user research tell us? @lanalytics00 // @ruthbhendry
● Website surveys ● In museum surveys ● Content audit ● Google Analytics ● Enquiries centre data ● Visitor market research data @lanalytics00 // @ruthbhendry
Visitor surveys @lanalytics00 // @ruthbhendry
Our users love Te Papa... @lanalytics00 // @ruthbhendry
… and / or surveys. Thanks to everyone who took part! @lanalytics00 // @ruthbhendry
70% of museum visitors have never visited any Te Papa website @lanalytics00 // @ruthbhendry
Plan a visit to the museum 56% Find information for personal 19% reasons / interests Find information for professional 12% reasons / interests Make a booking or purchase 3% Other 10% @lanalytics00 // @ruthbhendry
Google Analytics @lanalytics00 // @ruthbhendry
4% of site searches contain the word “squid” squid.tepapa.govt.nz @lanalytics00 // @ruthbhendry
“What spider is that?” is in the top 5 most popular pages @lanalytics00 // @ruthbhendry
5% of traffic is to pages related to Matariki – that’s 120,000 pageviews / year @lanalytics00 // @ruthbhendry
Use Google Analytics in conjunction with other tools to build a detailed picture of user intentions @lanalytics00 // @ruthbhendry
Personas @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
Matching analytics to personas @lanalytics00 // @ruthbhendry
Museum visitor: Show me the basic information. Quickly. @lanalytics00 // @ruthbhendry
Tone and voice research @lanalytics00 // @ruthbhendry
Which word best describes how you feel about Te Papa? Modern Old-fashioned Historic @ruthbhendry
Insight: people want Te Papa to sound: ● engaging ● knowledgeable ● educational ● friendly ● approachable ● modern @ruthbhendry
“You want to find out more about Te Papa’s collection of birds. Which description do you prefer, A, B or C?” @ruthbhendry
Insight: people want Te Papa to: ● include te reo Māori words within English text @ruthbhendry
Google Analytics data vs Te Papa’s values 1: bilingual content @lanalytics00 // @ruthbhendry
Aims: ● Improve the website for te reo Māori speakers ● Educate and increase users’ knowledge and understanding of te reo Māori @lanalytics00 // @ruthbhendry
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
Decisions: ● remove all outdated content ● use specified te reo Maori words throughout the website ● translate all titles and headings ● translate key pages @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
Google Analytics data vs Te Papa’s values 2: museum visitor audience @lanalytics00 // @ruthbhendry
Museum visitor insight 1: People want the most popular exhibitions on the home page @lanalytics00 // @ruthbhendry
We had Gallipoli on the home page hero image @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
when we swapped this with a Dreamworks spot... @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
clicks to the Gallipoli page dropped by 40% @lanalytics00 // @ruthbhendry
and searches for ‘gallipoli’ went up 117% @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
Insight: People want the most popular exhibitions on the home page @lanalytics00 // @ruthbhendry
Action: we’re designing a solution for the next time there are multiple major exhibitions @lanalytics00 // @ruthbhendry
ddf @lanalytics00 // @ruthbhendry
Museum visitor insight 2: lots of people search for ‘opening hours’ across the site @lanalytics00 // @ruthbhendry
Action: put opening hours on every page @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
Result: 85% drop in searches containing ‘hour’ (May 2016 compared with May 2015) @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
Museum visitor insight 3: Matariki virtual visitors @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
● traffic peaked 25 + 26 June - 4K visits ● far above average visits from mobile and Facebook @lanalytics00 // @ruthbhendry
@lanalytics00 // @ruthbhendry
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
@lanalytics00 // @ruthbhendry
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
Through qualitative and quantitative insight we’re getting a more nuanced view of our audience, that’s constantly evolving. @lanalytics00 // @ruthbhendry
We’re not just about the data - we’ve got Te Papa’s goals and values firmly in mind. @lanalytics00 // @ruthbhendry
data is the voice of our audience @lanalytics00 // @ruthbhendry
Was it persuasive? @lanalytics00 // @ruthbhendry
data + organisational understanding + communication = better content for everyone! @lanalytics00 // @ruthbhendry
good content is a team effort @lanalytics00 // @ruthbhendry
Recommend
More recommend
