Online Marketing Report : Small, simple tweaks could have a huge impact on how users respond to art websites
Unbounce 2020 Conversion Benchmarking Report. What is it?
Unbounce are experts at helping companies turn visitors into followers, and followers into clients. The report looks at what strategies work and how different industries perform. It looks at 16 industries, 34 thousand landing pages, 19 million conversions and 186 million visits. So pretty thorough.
Why should I care?
The results for Media & Entertainment are spectacular. What’s really interesting is the top galleries are already following these recommendations.
Conversion in the Media & Entertainment Industry is super high
The conversion rate is second only to Restaurants (which makes sense, because o of course people contact restaurants to reserve seats).
You are in a field where users want to follow you, want to get on mailing lists, want to talk to you. Conversion rates are high, so if you ask users for their e-mail addresses, give them a chance to contact you, many will say yes.
It’s really easy to get your website wrong in Media & Entertainment
The gap between the best and worst performing websites is huge. It’s the biggest gap of any industry.
Visitors reward those who take the effort to get their websites right and really connect with them!
If you don’t make the effort, you will miss out.
Two simple tweaks to your website could help you really connect
1. Less is more – use fewer words and more images to connect to visitors.
2. Use emotive words language to engage with users
Contact forms work, users want to reach out to you
There is no business where contact forms are more effective – users are twice as likely to get in touch using a contact form, compared to average, however, only half of website have these forms.
Contact, sign up buttons, are also really effective, even more-so that contact forms.
The Top Galleries get this all right!
1. Websites are image heavy, text light
2. Language is emotive
3. Artworks are linked to contact forms – collector can inquire
4. Access to exhibition sometimes require users to sign up to the mailing list