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A/B testing helps you trial your ideas for website improvement using the behaviour of your own online audience to show the benefit (or otherwise) of those ideas. This guide explores the reasons to deploy A/B testing and gives you step by step instructions in how to set them up and analyse results using Google Analytics Experiments, a powerful A/B testing tool.
This resource gives you practical tips to maximise audience engagement on social networks. You will learn how to build a narrative voice that can be used to promote events, themes and initiatives.
This guide takes your through each aspect of the Insights interface and explains what the graphs and tables mean and how they can be useful to you.
Google Analytics (GA) is a free tool for recording information about visitors and actions on your website or mobile application. Following the steps in this healthcheck guide will help you get more accurate and more useful analytics information by ensuring that Google Analytics is set up correctly and will give you a basic understanding of how Analytics works.
Google Analytics Segments are a powerful tool for looking at subsets of visitors within the wider analytics interface. Use them to view and compare different types of visits based on factors that are important to your organisation, such as their location, the sections of your site they’ve visited, referrals from a partner site or from a marketing campaign.
This guide details practical tips for finding out how visitors to your website are using mobile phones and tablets to access and use it. It will provide you with a better understanding of how to gather evidence about device-specific user behaviour on your website, when you need to do something about it and what you should be considering when planning your response to this audience behaviour.
Free online search tools will help you create the content that people want, based on what they’re searching for. Use this insight into your audience to design your content so that popular pages are easily findable in search.
This resource will help you consider and select which of the measures matter for your organisation and then identify the performance indicators and tools to collect and analyse. This resource also includes a series of practical examples that illustrate how to evaluate social media from different perspectives.
Your website is a key online channel connecting you to with your audiences, but how much do you know about them? In particular do you know why your audiences visit your website? If you think you know, are you sure that your assumptions are correct and is your website meeting these needs? By applying the thinking contained in this resource you can begin to answer these questions.
This guide is an introduction to online video strategy for cultural organisations, specifically in relation to YouTube. It covers using YouTube as a video hosting platform, and as a means to build and engage audiences. As well as helping you to identify the strategy that is correct for your organisation, this resource provides tips for achieving the best possible results for your chosen approach and recommendations for evaluating your performance.
While anxiety about attending events remains high amongst disabled people, the Covid online content boom has given rise to revolutionary opportunities that could improve access for good.
While audiences are most comfortable returning to outdoor events, organising a festival that can flex around ever-changing restrictions is still no mean feat. Penny Mills and Jonathan Goodacre have been looking at what’s working.