THE CHALLENGEArt Brokerage is the eBay of high end art. They allow private buyers and sellers to post high end collectible items in an open exchange. Growth was stalling and they were concerned their website was the issue.
Goals For The Website Redesign
Increase the Total Number of Listed Works
An anaylsis of their business practices indicated that there was a direct connection between the number of NEW LISTINGS acquired each month and company revenue.
Make the Shopping Experience Easier Given the Huge Variety of Art.
Their existing site was built to be a full screen experience where most of the art was contained in a very large, lazy load display system which made searching for Art based on personal preference difficult and time consuming.
Allow for Less Affluent Consumers to Purchase High End Art.
The site was setup in a way where the most expensive and famous collectibles were constantly being brought to the surface of the home page. Display was based on the value of the art vs. giving consumers the ability to find art they were willing to purchase.
TACTICSThe entire home page experience was converted into a digital gallery with each content section representing a different way for consumers to find art for themselves.
Added multiple sort style content sections to the home page while eliminating the lazy load system.
Added commerce unit like “Featured Listings”, “Top Artists”, “Browse by Medium”, “Favorite Listings” (vendor selected top selling art), as well as other interesting ideas like, “Where will it hang?” This section allowed users to sort art by what room in their house would be suited for display.
Expanded the “You May Also Like” features on all product pages.
A database of interelated styles and types allowes us to automatically display art in a similar style to any artist landing page the viewer sees. As a result, users would spend a lot more time exploring rather than looking for some particular piece of art.
Created an entirely new dashboard for managing users accounts.
The new dashboard made it much easier for volume sellers and buyers to keep track of deal and offers in progress making the site more functional all buyers and sellers.
Art for Art’s Sake
Key Performance Indicators:
Site listings rose by 11.3% resulting in an increase of 110 million in new listings opening the opportunity for 20 million in new commission earnings. Time spent on site by customers doubled as the new interface made it easier to browse by a number of new filters. Sales increased by %4.3 overall.
These increases represented a huge success for the company. The changes to the site resulted in millions of additional sales in the first year and improved the total number of sales by allowing more people to enter the collectibles market at different price points.
