Having already worked with our director James Bavington, who built the website in 2014, StrategiQ was appointed in 2016 to further evolve the Street Art gallery’s website and marketing strategy.
Nelly Duff’s objectives involved adding new features to improve usability, sales performance and also the back-end accounting as the website application is also used as a POS system and manages much of the gallery’s processes and accounts.
The gallery management team were also looking to share their Street Art editions with a wider audience across Google organic search, Facebook, Instagram and via email marketing to boost sales and attract new customers.
Each month, our UX and development team work with the gallery managers to plan, prioritise and deliver new enhancements to the website. Monthly Skype calls allow us to report on progress and also validate priorities for the month ahead and to schedule around events and activity happening at the gallery.
By drawing on data from Google Analytics and tracking user behaviour in HotJar, we can make design and development decisions based on quantitive data as we continually improve the platform.
Alongside the ongoing evolution of the WooCommerce foundations, our user experience team planned out the new design for the gallery website, which launched in 2018. By migrating the Nelly Duff website to a fine-tuned dedicated server, we instantly improved time to first byte (TTFB) site-wide by an average of 66%; providing a faster customer experience and enabling the Nelly Duff team to weather traffic spikes from major art releases.
The roll-out of new features has included an advanced custom sales report, new shipping integration, full-page cache, integration with Instagram and a built-in email marketing platform with MailPoet. Our ongoing working relationship with the gallery is allowing the consistent and timely delivery of new features and enhancements that underpin the core sales objectives through better user experience and increasing traffic.
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