Artsy
Sell with Artsy Web Landing Page – 2020
The Sell with Artsy landing page on the website was an important driver of leads for consignments – a quietly booming part of the business that hadn’t been getting much prioritization from the product team until 2020.
The web page was broken on mobile, and had not been updated in years. Yet, artworks submitted from this page, originating from organic search, were some of our highest-quality submissions, most likely to be consigned. And organic + paid search made up around 50% of our high-quality submissions, so we knew that improving our SEO on this page would be high-leverage.
Pilot Pages
Before we built out the full consignments landing page, I designed a template for about 20 custom landing pages for top selling artists on the platform. We wanted to see if these pages would drive organic traffic from search and increase consignment inquiries, and they did.
Wireframes and stakeholders
This is a marketing landing page, but it leads to an important intake form that is part of the product team’s responsibility to ingest and maintain, and it was built using our design system. Our consignments specialists’ business depended on this page and the data coming in through it.
I needed to balance input from all of the internal stakeholders on the success of this page. After I made the wireframe, I worked with our brand team’s Creative Director who provided copywriting and final visual design for the hero image and in-demand sections, which aligned with their team’s ongoing work.
I also looped in the specialists who had been leading the work on the business value props to make sure the page and copy were consistent with their messaging and goals. We had done already when we did the Sell with Artsy iOS view.
Components
Artsy had recently invested in a database of auction price results and had vast amounts of data that could help estimate the selling price of an artwork by any major artist.
We wanted to surface some of this data as another hook for Artsy’s value prop to investment-minded art collectors.
In a later iteration, this auction data feature was moved off of the consignments landing page, and integrated into other product pages.
The final outcome
When we did our look-back, we saw great results. These are year-over-year numbers, measured a few months after launch.
SEO sessions were up 80%, impressions up 129%, clicks up 56%, and we ranked for 141 new keywords. Average search position was 12.8 – our goal was 15.
The number of consignment submissions was up 250%, and approved submissions were up 117%. During one month, approved submissions were temporarily up 700% while we had a no-fee promotion running on the landing page.
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