Visitor Engagement Online and Onsite


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A presentation given to the Let's Get Real project led by Culture24 in Brighton, UK in October 2012


  • 1.Visitor engagement Online andOnsite Rob Stein Deputy Director Dallas Museum of Art

2. THE MUSEUM VISITCAN HAVE MANYFACETS Flickr Credit ~phineasx 3. FREE-CHOICELEARNING 4. ENTRANCENARRATIVE Flickr Credit ~aunto 5. JOHN FALKFounder of Institute for Learning InnovationProfessor Learning and Science Education atOregon State UniversityResearch conducted primarily atzoos, aquaria, and science centers.But also with art museums including theArt Gallery of Ontario and the DenverArt 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 inthe museum. Falk has developed and tested a simple methodto identify visitors motivations. Flickr Credit ~aunto 7. BASELINEMOTIVATION SURVEY 8. Results (371 participants)25% 22.4% 21.8%20% 17.0%15% 13.5%10%5%2.7%0% 9. How Can We MakeCONNECTIONS BETWEEN ONSITEAND ONLINE VISITORS? 10. 2011 Web Stats1M Visits (3.6M Hits) +7%56% (566K) not in Visit 6% 58% (580K) not in IN +5%2011 Museum Attendance381,026 (-11%)Mobile 8.8% (2x 2010) 11. 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 12. WHATS THE ONLINEENTRANCE NARRATIVE?Flickr Credit ~aunto 13. WHATS THE RIGHT MODEL?Planning/thinking about a trip to themuseumSearching about specific informationTeacher told me to do this websiteLooking for teachers resources oractivitiesThought it might be interesting site toexploreHaley-Goldman &Schaller, 2004Flickr Credit ~measter2 14. WHATS THE RIGHT MODEL?Gathering information for an upcomingvisit to the physical siteEngaging in casual browsingSelf-motivated research for specificcontent informationAssigned research for specific contentinformationEllenbogen, Haley-Goldman & Falk, 2008Flickr Credit ~measter2 15. WHATS THE RIGHT MODEL?Using the site to plan or follow up a visitto the physical siteUsing the website to locate subject-based informationAccessing the website as part ofbrowsing activities on the WebUsing the website to interact or transactwith the museumPeacock & Brownbill, 2007Flickr Credit ~measter2 16. WHATS THE RIGHT MODEL?It seems (at least on the surface) thatmotivations for visits to physicalmuseums are different than for museumwebsites:Experiences, identity-building vs.communication/information seekingInvestment in visiting the physicaland virtual museum is not the same Ellenbogen, Haley-Goldman &Falk, 2008Flickr Credit ~measter2 17. Google Analytics Is Not Enough 18. Initial Open-Ended Survey 19. Coded Results from Open Ended Online Motivations n=11340%35%30%25%20%15%10% 5% 0%Plan a Visit Find Specific Find SpecificCasualMake a Content for Content for Browsing Transaction ProfessionalPersonal Reasons Reasons 20. Follow Up Categorical Survey 21. A Much Better Response 22. Online Motivation by Type and Time n=407660.00%12:0050.00%40.00%7:0930.00%6:195:565:4020.00%10.00% 0.00% Plan a Visit Find Specific Find Specific Casually Browse Make a TransactionInformation for Information forProfessional Personal ReasonsReasonsPercent Visits Average time 23. Average Time per Page by Motivation Type6050403020100 Plan a VisitFind SpecificFind Specific Casual Browsing Make a Transaction Information forInformation forProfessional Reasons Personal Reasonstime/page (sec) 24. Visitor Flow 25. Visitor Flow 26. Read MoreFilippini-Fantoni, Stein, BowmanExploring the Relationship between VisitorMotivation and Engagement in Online MuseumAudiences, mw2012 27. @rjsteinTHANK YOU!