results from the national visitor motivation survey online: mcn2016
TRANSCRIPT
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National Museum Website Visitor Motivation SurveyPROFESSIONAL FORUM
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Marty SpellerbergConsultant
MCN 201602
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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
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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
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Tricia RobsonAssistant Director of Web & Digital ProductionFine Arts Museums of San Francisco
MCN 201607
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de Young Museum, San Francisco
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Legion of Honor Museum, San Francisco
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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
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Visitor Motivation Survey Goals
1.Institutional benchmarking
2.Test assumptions based on web analytics
3.Internal project support / buy-in
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Visitor Motivation Survey OverviewTime frame: February 22–June 19, 2016 (17 weeks in total)
Response rate: ~2,500 total sessions, with ~11,500 pageviews
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Visitor Motivation Survey Results
What is the primary motivation for visiting our website?
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Visitor Motivation Survey Results“Planning activities for friends/family” was cited as the primary motivation for ~60% of visitors to famsf.org (Facilitator category).
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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%
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Visitor Motivation Survey Results
Which visitors show the most prolonged engagement online?
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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%
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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
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Visitor Motivation Survey Results
How do different motivation categories impact visitation trends online?
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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%)
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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%)
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Visitor Motivation Survey ResultsFacilitator user paths centered primarily on homepages, exhibitions, ticketing, and visit pages.
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Visitor Motivation Survey ResultsExplorer user paths centered primarily on homepages, exhibitions, shopping site, and learn/events pages.
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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
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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.
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Web Refresh Project Approach
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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
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Web Refresh Project Initial Discovery
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Visitor Motivation Survey Takeaways
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Jessica WarchallCommunications ManagerThe Andy Warhol Museum
MCN 201630
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Visitor Motivation & A Website Redesign
Photo © Abby Warhola
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Photo © Abby Warhola
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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.
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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
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VMS on warhol.org
Duration: November 2015 – May 2016
Sessions: 1,386
Page views: 7,877
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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
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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%
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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
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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.
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Jacques HabaDigital Media ManagerNasher Sculpture Center
MCN 201641
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Nasher Sculpture Center | Dallas, TX
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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
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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%
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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
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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
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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
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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
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Facilitator - Local, National or International?
Expection:More national and international traffic
Discovery:A majority are within TexasPredominantly in Dallas/Ft.Worth area
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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
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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
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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)
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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
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Contact Me - More insights
Want to talk about Google Analytics or benchmark metrics?
Jacques [email protected]@jacqueyewokey
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Susan EdwardsAssociate Director, Digital ContentHammer Museum@jolifanta
MCN 201655
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Why Join VMS?● Benchmarking
● Understand online visitors
● Mini-redesign
● Parallel project using Falk Types
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VMS NumbersTIME FRAME February 23–June 9, 2016 13 weeks, 3 days
RESPONSE RATE 1,751 sessions1,695 users9,458 pageviews
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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
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TIME ON SITESurvey takers averaged 4:52 - 5:29
All users averaged 1:28
→ Survey takers are very engaged
VMS Numbers
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VMS Numbers
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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
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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
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Interview Visitors
Goal = Empathize with visitors and Define their needs when visiting
Empathy Map Point of View Statement
A Parallel Study
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Rechargers
Cultural Enthusiasts
Passersby
Explorers
Pilgrim Third-place Seeker
Status Seeker
Professional
FacilitatorCulture Mom
A Parallel Study
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SURVEY
2,403 people received the surveyJanuary–February 2016
347 responded to the survey = 14%
A Parallel Study
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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
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Falk TypesExplorers
ProfessionalsRechargersFacilitatorsExperience-SeekersMotivation to earn a point
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Free Member Survey
VMS Web Visitor Survey
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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
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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
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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.
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Alli BurnessDigital Designer, ThinkPlacePreviously Digital Producer, Museum of Applied Arts and Sciences
MCN 201676
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VMS at the Museum of Applied Arts and Sciences
aka The Powerhouse Museum, Sydney
Alli Burness @alli_burnie
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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
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Two MAAS Websites: New One… 66% Facilitators
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Two MAAS Websites: Old One… 66% Professionals
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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
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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
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User Flows
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Social onsite Research online
Falk’s Visitor Motivations at MAAS
Museum Collection
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Jonathan MunarDirector of Digital Media and StrategyArt21
MCN 201685
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WHY PARTICIPATE IN VMS?Art21.org redesignWas already preparing RFP
Art21 is not a museumBut our mission/audiences/challenges overlap
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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
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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!
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VMS TAKEAWAYSBetter facilitate EducatorsImproved production and placement of educator-focused
content
Develop tools for classroom use (playlists, watchlists, etc.)
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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
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VMS TAKEAWAYSRespondents are highly engaged
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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
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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
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Sarah WamboldDirector of Digital MediaClyfford Still Museum
MCN 2016102
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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
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ENCYCLOPEDIC ART MUSEUMS
Facilitator
Professional
Explorer
Recharger
Seeker
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COMMUNITY CENTRIC
Facilitator
Professional
Explorer
Recharger
Seeker
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Santa Cruz MAH
PROFESSIONAL SEGMENT
Houston Craft Aspen
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CONTEMPORARY PROGRAM
Facilitator
Professional
Explorer
Recharger
Seeker
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Facilitator
Professional
Explorer
Recharger
Seeker
???
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Facilitator
Professional
Explorer
Recharger
Seeker
Anomalies
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https://www.arrays.co/array/visitor_motivation_survey-r2/pie-set
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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