What is the motivation behind a museum website visit?

Feature by Rui Guerra published in Spokes#5, Fall 2014

Download the article pdf below.

Museum professionals have access to a myriad of tools that can reveal interesting information about online audiences. Softwares like Google Analytics provide detailed information about website visitors and their behaviour during their visit. Although this information can be useful to understand online audience behaviour, it often does not answer fundamental questions such as: “What is the motivation behind a museum website visit?”

Since planning a visit is the main motivation to browse through museum websites, how can museums take a step further in facilitating that process?