Who They Are
The Children’s Museum of Sonoma County (CMOSC) is a non-profit museum geared towards children 10 years and younger. Their mission: inspire a lifelong love of learning. Their interactive exhibits encourage young visitors to explore and learn about nature, science, space, and more, all while having fun.
The Challenge
As a non-profit, the Children’s Museum depends on admission (tickets and memberships) and support from community fundraising. Their website, cmosc.org, functioned primarily as a portal for ticket and membership purchases.
Their pain point? Brand awareness. While the original Children’s Museum website converted users, their limited visibility online hampered their efforts to grow website traffic. The Children’s Museum needed to grow their brand in order to grow attendance.
The Solution
Our approach: establish the Children’s Museum as a one-stop-shop for parenting resources. To do this, our team decided to focus on building the Children’s Museum’s experience, expertise, authority, and trust (EEAT).
Our approach included:
- Blogging: Write blog posts designed to share parenting resources like research on early childhood development, at-home activities for kids, and multicultural appreciation in an informative and engaging manner.
- Revise their core content: Position the Children’s Museum as an authority in the museum field by emphasizing their tenure, successes, and breadth of knowledge.
- Optimize the user experience (UX): Simplify navigation, minimize conversion opportunities, and present content in a pleasing layout for a more enjoyable use experience.
- Spanish language translation: Incorporate an automated Spanish language translation system to readily translate website content from English to Spanish to cater to Spanish-speaking communities in Sonoma County.
The Results
In Q4 2024, the Children’s Museum garnered more than 5.5 million impressions (+4% quarter-over-quarter [QOQ]), and more than 100,000 clicks (+5% QOQ). Sessions from Organic Search increased 8% QOQ to ±130,000, and engaged sessions* increased 11% to ±62,000.
With the sustained growth in website traffic, the Children’s Museum also continues to see steady growth in conversions and ticket sales. In Q4 2024, the Children’s Museum saw almost 500 conversions (+18% QOQ) and almost 2,000 online ticket/membership purchases (+38%).
*Engaged sessions are sessions that meet one of three criteria: 1) last longer than 10s, 2) include more than 1 page view, or 3) complete one key event.