Analysing the performance of your museum or gallery website will work towards more effective results. The easiest way to monitor how people are behaving on your site is to ask your web developer to link the site to Google Analytics. That way you can experiment with the way you present information. Museums and galleries can also measure the interest in exhibitions early, giving them the opportunity to change their approach.
Google Insights is a fantastic tool launched last year which shows the popularity of search terms since 2004. You can compare the keywords used to search for your institution with keywords used to find your competition. The “rising searches” tool is a handy way to market your services in line with current trends. Google displays the results using graphs and heat maps. You are even able to analyse and compare behaviour at a regional, national and global level.
For institutions with larger budgets, there are several companies who offer web site tracking and search engine optimisation. Webcertain recommends you focus on six main statistics when analysing behaviour on your site:
-New visitors v returning visitors
-Search phrases and their conversion
-Site visitor source in terms of domains, tracking urls and search engines
-Bounce rate: how many people disappear after deciding it wasn’t what they were looking for
-Visitor click paths: to monitor areas of your site – reflecting where they show most interest
-Navigation effectiveness: how many clicks does it take people to get to the areas of your site that interest them.