The perfect online art-buying experience.
What does it look like?
It would have to be interactive, allowing site visitors to properly visualize their potential art purchase.
It would have to be personable, giving shoppers a chance to get to know the artist behind the work they’re considering buying.
It would have to be logically optimized for the user experience, providing the customer with all the information they need to be confident in their purchase. Answering questions before they ask them.
For the past 10 years, online art retailer giants like Art.com have been working tirelessly to develop exactly this type of experience.
And it’s a pretty darn good investment on their part. According to the 2017 Hiscox Online Art Trade Report, the online art market hit $3.75 billion in 2016 – a 15% increase from 2015.
By 2021, they anticipate a market value of $9.14 billion.
Art retailers have recognized the shift, felt the pain from online art sales cannibalizing the offline market, and are reacting accordingly by offering a compelling online art-buying experience.
Meanwhile, artist websites have fallen behind – way behind.
If you’re an artist or photographer, and you have your own website but are disappointed with the lack of sales being generated from it, there is a very good chance that is the result of a lack of features.
Your site just doesn’t compete with the experience available with the big guys.
So what features really matter? What’re the top priorities? And how does it all contribute to more sales.
In this post, we’re rounding up the 5 key features that we’ve identified as having the biggest impact on generating consistent sales.
Before we get into the features, a quick word on why they are necessary.
It’s all about friction – a fundamental concept in eCommerce.
Friction can be described as any point during which your site visitor is confused, can’t find their way forward, don’t know what to do to complete an order, are unsure about their purchase, or have questions or objections that go unanswered by your site design.
These 5 features all about eliminating friction, leaving your site visitors with an easy-to-use “fast lane” to making a purchase.
“Canvas gallery wrap.” You know what it is, we know what it is.
But most consumers do not.
This is the root of a huge problem in art websites – the flat, 2D image for sale with an option to buy it as a “canvas gallery wrap.”
Or as a metal print. Or an acrylic print. Or on luster paper or metallic photo paper.
There are so many art-related terms and phrases that we in the art industry take for granted that are utterly confusing to consumers.
The solution is the Live 3D Preview – a visual representation of what a given media type will actually look like.
Now, when a buyer selects the “canvas gallery wrap” option, they are able to immediately see a three dimensional representation of that image, as a canvas gallery wrap, hanging on a wall.
They immediately think, “Yes!! That’s what I’m looking for. That square-looking type of art I saw at Starbucks that sticks off the wall about two inches.”
Boom, you’ve removed a major piece of friction. That is powerful.
You’ll see this technique done in all sorts of ways. AirBNB doesn’t post a single image and expect you to rent a room for a week – there’ll be a multitude of images that you can view to “experience” the room digitally.
You’ll see the bed, the decor, the bathroom – all sorts of angles.
Those photos are absolutely key in allowing you to be comfortable enough to complete the purchase, and your art website is no different.
Live 3D Previews are critical, especially because they are the first thing your visitor will (or should) see when they land on a page displaying a specific art piece for sale.
Without it, the entire buying process will stop at that point for a majority of site visitors.
Without this feature, the other four won’t even matter. That’s why we’ve placed Live 3D Previews in the #1 spot.
The image above shows an example of an “Exploded” List of Media Type Options.
In contrast, here is what most artist websites have, which is a simple dropdown menu with all the media type options trapped inside:
This is a seemingly small difference, but the impact between them is enormous.
In order to understand why a dropdown menu is so terrible, you need to see it from the vantage point of the impatient visitor who just landed on the buying page for one of your pieces.
With an exploded list, the visitor immediately sees – right when they land on the page – every single media type available with a small thumbnail image, and they didn’t have to click anything or do anything at all to see them.
It’s like laying all the cards out on the table, so your customer see them all at the same time, rather than stacking them all on top of each other and forcing your customer to flip through them one by one.
This is common sense merchandising applied to the digital art buying experience.
It goes further.
With the exploded list of media type options, your visitor can simply use their mouse to hover over any media type that looks interesting to them, and immediately see a full description, along with specifications and supportive images that show what the media type will look like as a finished print from the front, back, and sides.
In other words, with a simple mouse move (no clicks, no page changes) your visitor is immediately able to access all the information they need to make a buying decision for any media type – within seconds of landing on the page.
Ask yourself real quick – when a visitor lands on your website and is viewing an art piece, how different does it look like than what we are recommending above?
Now let’s dive into the friction that is created when you stuff media types in a dropdown menu.
The main issue with a dropdown menu, is that there is a high probability that your visitors will never even see all the media types you have to offer.
You can verify this by installing a website recording tool like Hotjar and watch recorded videos of your visitors using your website. We’re confident you will see only a small percentage ever use the dropdown menu.
Even fewer actually click each one. And even fewer read any of the supportive information you may have provided about each media type.
Meanwhile, to get this far they’ve had to hunt for options, click multiple times, and spend more time on the page than they probably wanted to.
All of this is a big problem when it comes to closing the art sale. But it can all be fixed by implementing an “Exploded” list of Media Types.
Frames are extremely important to offer for several reasons – one of them not so obvious, so make sure you don’t skip this section.
At Art Storefronts, our data shows that frames are sold with 15-20% of all art purchases.
For artists and photographers that don’t offer frames, that is a lot of money left on the table.
But as we learned before, simply offering frames in a dropdown menu is not enough, because there’s friction when it comes to buying frames. A potential art buyer is not going to feel comfortable spending the money on a frame that they can’t visualize.
The solution – you may have guessed it – is to offer a Live 3D Framing Tool.
With a live framing tool in place, customers are able to toggle through all of your frame options, seeing a live preview with each click of that frame on the art piece they are in the process of buying.
This visual experience allows them to make decisions on style, color, and texture, that would otherwise not be possible.
Consumers find this tool not only dazzling and incredibly helpful – but it’s also a critical friction-remover.
So let’s now talk about the not-so-obvious point about the value of a live framing tool, that you likely never thought of until now.
The live framing tool is a critical aide in helping consumers complete a buying decision, even if they don’t plan on buying a frame from your website.
Because they may plan on framing this piece of art. Or they may not. Ultimately, this piece of art is either going to be framed or not before it gets hung up on the wall. The customer is trying to imagine how it will look on the wall in the spot they have carved out for it. This called a desired outcome.
Your goal is to do everything you can to help them reach their desired outcome. The live framing tool therefore allows them to play with frames like an interior designer would, all the while toggling different styles and colors, with the goal of trying to get the buyer to that “this is what I want!” moment.
At the end of the day, your buyer may not be in love with your specific frame options. Or they may not be comfortable buying a frame from your website, as they may prefer to take the piece to a local framer. But none of this matters. Some of them will buy from you and that is a fact. But selling a frame is not the point here. Instead, the point is that the live framing tool was utilized as a means to get your buyer that much closer to their desired outcome.
All without leaving your website.
And when they reach their desired outcome, that’s when they make the purchase. Your website turned a complex decision into an easy one.
And a side-note, if you have aspirations to do business with interior designers or within the hospitality market (i.e.: boutique hotels), a live framing tool is an absolute must.
Interior designers have a lot of decisions to make, and your art is going to have to work for them on many levels.
This tool will make their life so much easier as they flip through your work, trying out different frames and looking for that “Aha” moment of finding the perfect combination.
Let’s take a breather and talk about what we’ve accomplished with the first three cornerstone features.
With these features in place, your customers have:
At this point, your customers are in a great place to go through with a purchase.
So how can we improve things even further? Onwards, to the final two features.
In terms of buyer friction, this is the final piece we need to overcome.
With features 1, 2, and 3, the buyer has had a chance to completely visualize their perfect piece of art.
Now there’s just one question left: How will it look in my living room?
Or office? Or bedroom? Or restaurant?
They love the piece, but is it right for the space it’s going to be hung?
Enter The Wall Preview Tool.
This tool produces the ultimate “This is what I want!” moments. There are two major points of friction this tool solves:
For many, art is an infrequent purchase, and they’re going to want to make sure they get it right.
The Wall Preview Tool helps them visualize how the piece will look like by allowing them to select a room simulation – bedroom, office, and more – and apply their real world paint color to the room rendering.
This is a great way to see just how well a given piece, media type, and/or frame, is going to work in its final destination.
Remember when we mentioned taking terms like “canvas gallery wrap” for granted?
Size is another one of those problems.
Artists and photographers throw around commonly used sizes such as “16×20” and “36×48” not realizing just how little those numbers mean to a consumer that doesn’t deal with printed art regularly.
The Wall Preview Tool includes furniture in each room simulation that allows the buyer to get a powerful sense of scale.
This will remove friction (“I love the piece, but I’m just not sure what size to order, I think I’ll just go to an art store in person where I can get a better sense for how big it’s going to be”), and it also reduces returns from customers that order the totally wrong size for their space because they were never given a chance to visualize how large or small it was going to be.
Just one feature left…
This one isn’t about reducing friction so much as it is about maximizing your sales, and wrapping a beautiful bow on the entire buying experience that your art website provides.
It’s called multi-panel art.
If you’ve never offered it, or don’t think it is important to do so – let us make the case. Rest assured it is on this top 5 list for a reason.
First let’s make sure we are on the same page about what multi-panel art is. You may have heard the term triptych or diptych, which is when you split an image into two or three parts. Here’s an example:
It can also include a collection of pieces that you have specifically curated and sell together in one package:
In an earlier article, we concluded that multi-panel art is the biggest up-sell opportunity in the art industry, so we won’t do that again here, except to emphasize the following:
When you offer multi-panel art, a certain percentage of your customers who otherwise would have only bought 1 piece will buy 3.
When this happens, a $400 sale turns into a $1,200 sale without you doing any additional work whatsoever. All you had to do was offer it.
We think that one speaks for itself, so we’ll leave it at that.
We’ve made it our mission and obsession as a company to solve the starving artist problem by empowering artists with the very same types of tools the art retail giants are using to dominate the online art market.
These five tools level the playing field.
To the consumer, they make a difficult decision become an easy decision. It’s as simple as that.
Remove the friction, give buyers the “Aha!” moment, and you’ll generate consistent, abundant sales from your art website.