Project 5 - Rubin Museum Web Analytics

Methodology

What's the analysis process?

After talking with our client - Rubin Museum marketing and communication team, we understood their expectations and goals; an online survey served as the basis for our analysis. This analysis was conducted with data from the time period of October 12 - November 30, 2022. The following prompt was presented to Rubin Museum website visitors.
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According to the description of each prompt from the pop up survey, visitors who arrive at Rubin Museum website are divided into 4 segments/movies in Google Analytics: Mindfulness, Art, Social and Others. To align with out client's expectations on the analysis, we separated the segment data into two main categories: Audience/Sources & Behavior/Content. Other than that, comparison of motivations category was created to understand distinctions between the four motivations.
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Furthermore, the data from the survey results on Google Analytics was used in conjunction with Looker Studio to create visualizations and conduct findings & recommendations with the use of dimensions and metrics.

Key Findings

What did we learn from the evaluation?
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We created the dashboard on web performance for 4 segments and comparison charts in Looker Studio.Check the link
From the analysis, we had 9 findings in total, they're ranging from audience profile, user behavior to content performance. Some findings are highlighted as below:

Engagement

All motivations generate session & page engagement at a comparable rate.
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Page Interaction

41.24% of social motivated users accounted for the highest sessions with the Rubin Museum of Art home page and 46.27% for exhibition pages;
The AWAKEN Podcast, Mindfulness Meditation Online, and Mandala Lab experienced the highest sessions from mindfulness visitors with 73.71%, 87.5%, and 56.72% respectively;
Art users across the top 5 pages with second lowest sessions.
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Returning Rate

There’s a huge gap between new visitors and returning visitors among the four motivations.
Returning visitor percentage remains low, the highest was mindfulness users at 5.2% and social users had the lowest percentage at 2.2%.
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Device Usage

Mindfulness users engage the website at a higher rate using mobile devices.
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Media Content Engagement

Media content is popular between all motivations, especially with mindfulness visitors who interacted with podcasts and video content the most.
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Collection Artworks

Collection object pages were most engaged by Art motivation.
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Recommendations

Based on the key findings, I came up with 5 recommendations in total, and for some of them I created mock-ups as a better demonstration. Some recommendations are highlighted as below:
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01. Have homepage personalized based on visitor's motives.

The social segment has the highest sessions, while the mindfulness segment has the lowest sessions on the home page. An interesting idea would be to cater specifically to different motivations.
A user can choose their reason for visiting on the home page and through this the homepage can be personalized to promote content or put the content at a primary location that would attract their attention. When it comes to the segments,
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      · Art segment people would see more collection objects and related exhibitions once they logged in to the homepage;
      · Mindfulness segment people would find more resources about meditation and mindfulness podcasts when they browse the homepage as well as Mandala Lab promotions;
      · Social segment people would find more information about planning to visit the museum, and exhibitions details on the homepage.
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02. Improve the re-engagement rate by promoting diverse activities.

Invite visitors to subscribe to the Newsletter, and send museum updates, new activities, events and exhibitions, etc via email to increase the returning user rate.

Promote on social media to achieve content consumption across different platforms:
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Posting collection objects, curating podcasts regularly on Instagram;
A curated podcast series for visitors when they navigate through the museum;
‍Podcasts and audio content on YouTube

Publish more video content to attract art segment, and other segments to pay attention to good content on the website:
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Short clips on collection objects;
‍Video tours with 3D experience

03. Make the experience of using the website content more consistent both on mobile version and desktop version.

Firstly, improve the mobile using experience on Podcast and Video content.

I simplified the menu bar on the left, added a search bar, and included a filter option for users to have the ability to search the podcast they want to listen to. I also categorized the podcast episodes and labeled them to give suggestions to the user. In a specific podcast series page, adding a search bar for the user to quickly find the podcast, and also listing the season's order can help for a seamless and better use experience.
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Other than that, redesign the Exhibition and Programs page to streamline the browsing experience.

I combined and simplified the sections under events and exhibitions which aids in minimizing confusion. I added one sentence in our mock up in between filters and outcomes for users who are interested in customized plans as a complement function of "Itineraries". For the filters, the series are removed and events are mainly filtered by category type, so as to improve user experience.
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Conclusion

During the time period Oct.12nd - Nov.30th, valuable insights are subtracted from the comparison of the four visitor motivations:
· All motivations generate session & page engagement at a comparable rate;
· Mindfulness and Social segments occupy the higher overall sessions over the website;
· There’s a clear difference between the most popular page among four motives visitors;
· Mindfulness visitors overwhelmingly interacted with media content, especially podcast episodes, while Collection object pages were most engaged by Art motivation;
· Lastly, there’s a huge gap between new visitors and returning visitors among the four motivations.
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According to the findings, some useful recommendations could be delivered as:
· In order to increase website engagement, creating new content specifically for Social and Art motives;
· To increase engagement from other motives with collection objects by introducing these pages in innovative ways;
· Regarding Other users, the encouragement for them to write in their response in the survey may be able to expand on their true motivation.

We presented the findings and recommendations to the client - Rubin Museum of Art, they were satisfied even surprised to know the outcomes of the analysis, especially showing a strong interests in understanding returning users' behaviors, and the complete user journey path that went through pages on the website.

"I'm keep nodding my head with you when you present your findings and recommendations"
"We have GA for a long time, and finally we have some valuable insights that we can use."
"It's so great. I can't wait to look at the report. We got several findings that are beyond my expectations here."

Next Steps

Based on client's feedback, here are three main insights can be conducted as further research:

Rubin Museum of Art

How might we attract more of the returning users and keep them engaging on the website?
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How might we promote the content aiming to the segment and make their experience more seamless?

Want to work together?

Rubin Museum of Art

How might we attract more of the returning users and keep them engaging on the website?‍How might we promote the content aiming to the segment and make their experience more seamless?

Want to work together?

How might we attract more of the returning users and keep them engaging on the website?
‍
How might we promote the content aiming to the segment and make their experience more seamless?