Tate-1.jpg
static1.squarespace.jpg
Tate.jpg
static1.squarespace-1.jpg
Tate-1.jpg

Intro


Tate

Curating the perfect user experience across multiple devices

 

SCROLL DOWN

Intro


Tate

Curating the perfect user experience across multiple devices

 

 
 

Tate first opened their doors to the public in 1897. They now have four major galleries situated across the UK, housing over 70,000 artworks including a national collection of British art, and international modern and contemporary art.  They are a British art institution and a highly-regarded global brand.

Blueleaf were commissioned by Tate to review and improve the user experience of their online shop. The goal was to drive traffic, increase conversion rates and encourage repeat visits in the UK and internationally. It was also crucial that the site was made responsive to encourage sales through mobile and tablet devices. Prior to this project, Tate had no bespoke mobile offering for ecommerce.

 
 
static1.squarespace.jpg

The Project


SCROLL DOWN

The Project


 
 

The Project

Tate’s online shop runs on Venda. It was our expertise in developing bespoke solutions on this platform that first attracted Tate to Blueleaf. We were also a good match due to our proven experience of improving UX to deliver better conversion.

We began by conducting a UX review of Tate’s existing ecommerce shop. This included delving into analytics, running user testing sessions and applying our own knowledge and experience to determine where the site could be improved to deliver better conversion.

 
 
Tate.jpg

UX


SCROLL DOWN

UX


 
 

The Blueleaf team then used these insights to recommend how to shape the website, removing barriers to sales, improving the look and usability of the site and enhancing the customer journey and category structure. Particular focus was given to key areas for sales, including Tate’s ever-growing selection of custom prints and creating a print finder widget, making it easier for users to find the perfect product.

The UX improvements and enhanced design were implemented to the Venda templates with the minimum of fuss, meaning that the new site could go live and get to work quickly. The enhanced website also made Tate's ecommerce offering responsive, so mobile and tablet users can easily shop online, improving these important revenue channels.

 
 
static1.squarespace-1.jpg

Results


SCROLL DOWN

Results


 
 

The Applause

Blueleaf have been a great team to work with on our adaptive site redesign. Now the changes have gone live we’ve had loads of positive feedback on the look and feel and we’re already seeing a big increase in conversion on mobile. December was also our best month ever for sales – we’re really happy with these results!
— Clare Kelly, Ecommerce Manager

The Results

In the two months since launch, YoY results show:

 
Increase in mobile revenue

Increase in mobile revenue

More traffic on mobile

More traffic on mobile

More transactions via mobile

More transactions via mobile

 

Image credit: L0 East Tank – © Peter Saville, Hayes Davidson and Herzog & de Meuron