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DIGITAL ANALYTICS PRESENTATION

The Warhol Museum Digital Analytics Report

Conducted by Katherin Aristizabal, Sean H. Gao, Sapphire Hilton, Cathy Hu, Yuki Shimano

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Yuki Shimano

MS IxD

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Cathy Hu

MS IxD

Sapphire Hilton

MS MDC

Sean H. Gao

MS MDC

Katherin Aristizabal

MS IxD

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Team Introduction

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Agenda

Goals & Scope
Methodology
Big Picture Findings
Recommendations
Summary
Appendix

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Project

Goals & Scope

Our goal was to provide better insight on ways to ensure that audiences have a seamless experience with the Andy Warhol Museum’s website by analyzing Google Analytics and answering the following questions:

How is the navigation that was restructured (June, 2021) performing?
How does the behavior of local vs. non-local audiences compare since the museum’s strategy shift made during Covid-19?
What content are the local audiences looking at?

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Methodology

Tools:

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Client Meeting

• Background information on the organization

• Confirmation of goals and scope

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Visualization

• Further analysis and visualizations were done in Google Sheets and Google Data Studio

Web Analytics

• Analysis of current web data to understand the users’ web behavior and performance

• Time frame: 4/1/2021 - 4/1/2022

SEO Audit

• Analysis of what the users search for to derive insights on making the site appealing to both users and search engines

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Audience Overview

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Big Picture Findings

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Local audiences prefer using mobile devices to access the website

Local audiences check the Calendar for upcoming events more than non-local audiences

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The lack of event tracking is a missed opportunity

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Referral traffic behaved better than paid social traffic

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Users are not using site search

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Finding 1:

Local audiences predominantly use mobile devices to access the website, but spend more time on the website on desktop.

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Desktop users tend to view the Calendar page more.

Mobile users tend to view the Admission + Hours page more.

Pittsburgh Users Device Usage Breakdown

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Recommendation 1: Adopt a mobile-first design approach.

Rearranging the layout of key pages would make it easier for mobile users to read what’s on the page.

The figure on the left shows the current checkout page, and the figure on the right shows a potential redesign.

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Current Tickets page

Recommended Tickets page

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Finding 2:

The updated navigation bar is a promising start, although modifications can be made

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Previous Navigation Bar

Current Navigation Bar

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Recommendation 2: Increase Visibility & Functionality of Site Search

Only 1.03% of users used site search which means 98.97% of users did not use site search. Adding a search field to the navigation bar can increase visibility of the search function.

A usability issue was detected when users were searching. Users were double-clicking on the search icon and then prompted to a "results for search" page.

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And so, one of our recommendations is to increase the visibility and functionality of site search. We saw that only around 1% of all users use site search, which means that 98% of users are not utilizing this element of the website. One reason we came up with to explain why this happens is that the search icon can get lost within the navigation bar. Although this icon is universal for search, we recommend adding a search field within the navigation bar that gives a clear visual clue that this option is available.

We also found that “search” was the highest among the highest searched terms, with 14% of all users who used site search searching for this term. We attributed this to a usability problem where users are double-clicking on the search icon and then prompted to a "results for search" page because the search field is pre-filled with the word search. To fix this, we recommend a search landing page where individuals have the option to do an advanced search as well as highlight content that users are not engaging with to promote traffic to those pages.

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Finding 3:

Local audiences check the Calendar for upcoming events more than Non-local audiences

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Locals vs. Non-locals Overview

Popular Sections

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Recommendation 3: Present upcoming events upfront

A snippet of the calendar of events or a “What’s On” section on the homepage (a)
Post updates about the event(s) happening on the day (b)

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Example of upcoming events showcased on the homepage (Georgia O’Keeffe Museum)

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Finding 4:

The lack of event tracking is a missed opportunity to gather insightful behavioral data and enhance keyword strategy

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Conversion rates are key performance indicators that help us understand how websites are performing with users. One key conversion that Google analytics track is goals. These goals are predetermined end actions that you want the user to perform while using the website. The legacy account is currently tracking 7 goals.

However, since August 2021 there has been a decline in goal conversions and increase in abandonment rates. User behavior can provide insight into why this happening BUT events are not currently being tracked on the legacy account AND this is a missed opportunity to better understand what is going on.

Event tracking is a powerful Google Analytics tool that allows one to count or measure micro-interactions that don’t necessarily involve loading another page from the site. For example, an event can be the press of a button, the download of a file, the playing of a video, or even the scroll depth on a page. In other words, event tracking can provide insights on how users are completing certain goals.

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Recommendation 4: Track Events on Google Analytics

The data collected from event tracking can provide insights into understanding which designs are working and which ones are not – leading to better design decisions that functionally improve the website’s user experience and completion of goals.

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Current

Mockup

Register by Ticket Purchase

Register by Appointment

With event tracking, the museum would be able to track micro-interactions that occur before users even register. For example, understanding how users filter events by calendar date, by event type, or by audience type can provide insight into what is popular amongst the users and how they prefer to filter the events listed.

Tracking the scroll depth of the Events landing page can also provide insight to understanding how the users behave and interact with the events list – are they scrolling to the bottom of the page and viewing all of the available events? If not, down to where is the average user scrolling?

Though ideally all events should include the option to register, it is understandable that some museum events are handled differently than others. So, if not all events can have a register button, then the email address of the museum representative should be made available in the same location that the register button would be

User’s should not have to analyze each events info page to know how they can register. This design inconsistency could be a factor as to why goal completions have declined and bounce rates have increased.

Next, sean will take us through source traffic

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Finding 5:

Referral traffic behaved better than paid social traffic

Paid social traffics refer to high bounce rate
Paid social traffics act low on session durations
Abnormal behavior happened in certain time periods
Referral traffics overall performed better than paid-social traffics

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According to the Google Analytics, the top 3 sources that bring users to the website are Google organic search, directly typing in the URL, and Facebook. However, as shown in the graph on the left, with an average bounce rate of 49% for the whole site, the paid advertisements under Facebook had a 92.91% local bounce rate and 94.67% bounce rate among all users. And under the 1 minute 53 seconds average website session duration, paid Facebook social only holds 6 seconds for all users and 10 seconds for local users. Twitter’s average session duration acts barely better than Facebook, with 11 seconds for all users and 24 seconds for local users. Indeed we can see that paid social traffics refer to high bounce rate; Paid social traffics act low on session durations

June to August 2021, and from January to March 2022 Abnormal behavior happened in certain time periods
Referral traffics overall performed better than paid-social traffics

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Recommendation 5: Reconsider budgets on paid social traffic

Practice more features and tools on Google Analytics for future web analysis
Track routinely on how social paid-ads and traffic in future
Switch investments from social media ads to Google ads
Highlight referral traffic and establish connections

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Future Considerations

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We are the global resource for Warhol artworks and archival materials, and you’ll always see something different each time you visit the museum..

Upgrade to Google Analytics 4

SEO: Meta Descriptions

SEO: Social Media Sharing

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Summary

Adopt a mobile-first design approach
Increase visibility & functionality of site search
Present events upfront
Track events on Google Analytics
Reconsider budgets on paid social traffic

Our analysis revealed insights specific to where traffic is coming from, which devices are being used to access the website, navigation system considerations, how users are interacting with the website, and Google Analytics capture practices.

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Appendix

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Dashboard

Detailed Evaluation Report

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Appendix

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Thank you!

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