thinking small: how small changes can get big results
TRANSCRIPT
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Thinking small: How small changes can get big results
4 November 2015
@katiprice
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Our mission: to deliver maximum impact in a two week sprint
Lunar rocket, furnishing fabric, Eddie Squires for Warner and Sons, 1969
Museum no. CIRC.45-1970, © Victoria and Albert Museum, London
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How did we decide what to do?
Grows revenue and reputation
Fits with V&A
capabilities
Users love it
YES
!
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Step one:Ask ‘do users love it’?
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These people were unable to find visitor information and opening times on the homepage
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These people had difficulty using the navigation and finding their way around the site
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Basically, they didn’t love it.
Despair: A Seated Man Surrounded by Demons, artist unknown, 19th century
Museum no. DYCE.55 © Victoria and Albert Museum, London
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Original
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Update
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What we did:- Used analytics and
user research to change navigation
- Used active verbs such as learn, visit and shop
- Made opening times, ‘admission free’ message and strapline more visible
- Tidied the visual clutter over banner
Update
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Step two:A/B and see…
Print, H Beard Print Collection,1809 Cruikshank, George Cruikshank, published by Thomas Tegg
Museum no. S.4776-2009, © Victoria and Albert Museum, London
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Update (static banner)
Original (rotating carousel)
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What we did:- A/B test run over 6
days with 46K unique visitors
- Removed the carousel and moved previously hidden content to beneath the banner
Results: - More than 11% more
page views for exhibition pages, shop and membership
- 15% increase in overall conversion rate
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Step three:Make it easier to plan a visit
Untitled (Subterranea) Stephen Walter, 2008
Museum no. E.562-2008, © Victoria and Albert Museum, London
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These people found the amount of content on key pages confusing
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UpdateOriginal
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What we did:- Refined the content,
retaining only essential information
- More prominent opening times and better imagery
- Usability improvements such as anchor links to key content
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Step four:Improve the legibility and flow of content
Manuscript,1625-50 Museum no. T313-1960, © Victoria and Albert Museum, London
Given by the National Library of Wales, from the Frank Ward Bequest
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What we did:- Text is more legible
across the site (increased line heights, increased font size and consistent padding)
- All text now uses the V&A house font
- Better balance of text and imagery
Result: - Improved legibility
(and therefore accessibility)
- Now easier for content team to layout pages
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Step five:Identify ways to grow revenue
Money box, Turkey, about 1750 Museum no. 1592-1888, © Victoria and Albert Museum, London
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These people found the offsite ticketing confusing and had difficulty navigating back to vam.ac.uk
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What we did:- Cost is visible up
front - Ticketing link
opened in a new window
- Improved button look and feel and more obvious call to action
- More info about concessions and link to membership
Result: - 48.3% clickthrough
to 3rd party ticket website
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What we did:- Included a shop
module on all exhibition pages
- Replaced generic ‘visit shop’ icon with compelling call to action (CTA)
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Step six:Make it easy for people to sign up (and know what they’re getting)
Airmail; Out of Line, photograph, Jowhara AlSaud, 2008 Museum no. E.948-2010, © Victoria and Albert Museum, London
Art Fund Collection of Middle Eastern Photography at the V&A and the British Museum
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What we did:- Moved newsletter
signup higher up the homepage and sidebar
- Changed the language with a more compelling CTA
Result: - Signups increased
27.3% compared to the previous week and up 225% at one point
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Step seven:Monitor, measure and respond
School report, London County Council, December 1910 Museum no. B.284-1999, © Victoria and Albert Museum, London
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Home page weight (lower is better)Homepage download size(lower is better)
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GPSI score vs competitors (higher is better)Google Page Speed Insights (GSPI)(higher is better)
V&A vs everyone else
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GPSI score vs competitors (higher is better)
What we did:- Site wide
performance improvements
Results: - Page weight
decreased by over 1MB
- GPSI raised to 86% (now higher than most competitors)
- Site loads 3 seconds faster (reduction by half)
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Professional Development Courses from the V&A
More information: vam.ac.uk/cpd © Victoria and Albert Museum, London
Handling Objects: 11 February 2016
The Enterprising Museum: 29 February – 4 March 2016
Innovative Learning: 7 – 11 March 2016
Photographing Museum Objects: 18 March 2016
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Thank you@katiprice