By reflecting the personalised service offered in its art galleries, Castle Fine Art’s new customer-focused website has driven purchase conversion, growing ecommerce revenue 165% in only two years.
To support customers to purchase art directly online, Castle Fine Art and Thursday collaborated on the new website in 2018.
Created through an iterative design process, aesthetically the site feels like an extension of the brand’s 39 physical art galleries. It makes visitors feel looked after by enabling them to easily connect with the retail gallery group’s Art Consultants. Customer Service pages provide useful information and filtering options assist flexible browsing of the art catalogue, and it’s led to 26% more customers rating their experience as ‘excellent’.
Where customers were previously reluctant to make high value art purchases online, conversion rates are 53% higher on the new site and the average order value is up 30%. The site also better caters for a global audience, helping to grow international sales 118%.
The website’s impact is deeper than just sales; it’s facilitated more effective ways of working, improved customer service, enabled data capture for sales activities and delivered admin costs savings. Effectively embracing digital ahead of the wider art market also made Castle Fine Art more resilient to the challenges presented by the Covid-19 pandemic.
