Visitor Engagement Online and Onsite
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This document discusses visitor engagement both online and onsite at museums. It summarizes research on visitor motivations for engaging with museum websites and differences between online and in-person museum experiences. The key findings are that motivations for visiting physical museums, like experiences and identity-building, differ from motivations for visiting museum websites, like information seeking, and that level of investment also differs between online and in-person visits. Surveys were used to better understand user motivations for engaging with an art museum website and found the most common motivations were to plan an upcoming visit or find specific content for personal reasons.
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Visitor Engagement Online and Onsite
- 1. Visitor engagement Online and Onsite Rob Stein Deputy Director Dallas Museum of Art
- 2. THE MUSEUM VISIT CAN HAVE MANY FACETS Flickr Credit ~phineasx
- 4. ENTRANCE NARRATIVE Flickr Credit ~aunto
- 5. JOHN FALK Founder of Institute for Learning Innovation Professor Learning and Science Education at Oregon State University Research conducted primarily at zoos, aquaria, and science centers. But also with art museums including the Art Gallery of Ontario and the Denver Art Museum
- 6. WHY FALK? • It is simple and easy to understand. • It is fairly well documented in the literature. • It has been tested and used in many museums. • It can be used by more than one department in the museum. • Falk has developed and tested a simple method to identify visitors motivations. Flickr Credit ~aunto
- 14. Results (371 participants) 25% 22.4% 21.8% 20% 17.0% 15% 13.5% 10% 5% 2.7% 0%
- 15. How Can We Make… CONNECTIONS BETWEEN ONSITE AND ONLINE VISITORS?
- 17. 2011 Web Stats 1M Visits (3.6M Hits) +7% 56% (566K) not in Visit 6% 58% (580K) not in IN +5% 2011 Museum Attendance 381,026 (-11%) Mobile 8.8% (2x 2010)
- 18. DMA Web Stats • Oct 2011 – Oct 2012 • 1M Visits (2.9M Hits) • Time on Site 2:02 • Only 18% NOT in Texas • 75% in the DFW Metro • Mobile 23%! • Museum Attendance 485,000
- 19. WHAT’S THE ONLINE ENTRANCE NARRATIVE? Flickr Credit ~aunto
- 20. WHAT’S THE RIGHT MODEL? Planning/thinking about a trip to the museum Searching about specific information Teacher told me to do this website Looking for teachers resources or activities Thought it might be interesting site to explore Haley-Goldman & Schaller, 2004 Flickr Credit ~measter2
- 21. WHAT’S THE RIGHT MODEL? Gathering information for an upcoming visit to the physical site Engaging in casual browsing Self-motivated research for specific content information Assigned research for specific content information Ellenbogen, Haley-Goldman & Falk, 2008 Flickr Credit ~measter2
- 22. WHAT’S THE RIGHT MODEL? Using the site to plan or follow up a visit to the physical site Using the website to locate subject- based information Accessing the website as part of browsing activities on the Web Using the website to interact or transact with the museum Peacock & Brownbill, 2007 Flickr Credit ~measter2
- 23. WHAT’S THE RIGHT MODEL? It seems (at least on the surface) that motivations for visits to physical museums are different than for museum websites: Experiences, identity-building vs. communication/information seeking Investment in visiting the physical and virtual museum is not the same Ellenbogen, Haley-Goldman & Falk, 2008 Flickr Credit ~measter2
- 24. Google Analytics Is Not Enough
- 26. Coded Results from Open Ended Online Motivations n=113 40% 35% 30% 25% 20% 15% 10% 5% 0% Plan a Visit Find Specific Find Specific Casual Make a Content for Content for Browsing Transaction Professional Personal Reasons Reasons
- 27. Follow Up Categorical Survey
- 28. A Much Better Response
- 29. Online Motivation by Type and Time n=4076 60.00% 12:00 50.00% 40.00% 7:09 30.00% 6:19 5:56 5:40 20.00% 10.00% 0.00% Plan a Visit Find Specific Find Specific Casually Browse Make a Transaction Information for Information for Professional Personal Reasons Reasons Percent Visits Average time
- 30. Average Time per Page by Motivation Type 60 50 40 30 20 10 0 Plan a Visit Find Specific Find Specific Casual Browsing Make a Transaction Information for Information for Professional Reasons Personal Reasons time/page (sec)
- 31. Visitor Flow
- 32. Visitor Flow
- 33. Read More Filippini-Fantoni, Stein, Bowman Exploring the Relationship between Visitor Motivation and Engagement in Online Museum Audiences, mw2012