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
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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
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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
reasons / interests
19%
Find information for professional
reasons / interests
12%
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
@ruthbhendry
Old-fashioned
Historic
Insight:
people want Te Papa to sound:
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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