One of the world’s most renowned museums has been a MoreVisibility client for over 14 years. The museum’s online store showcases and sells scholarly publications, printed pictures, and three-dimensional reproductions of art objects in their collection. The museum strives to preserve their collection while promoting appreciation and advancing education in the arts with the highest level of quality. The online store helps the museum achieve its long-standing mission of making its collections of art known, understood, and appreciated by diverse audiences.
To find the right audience for its unique products
To overcome stiff competition from massive online retailers like Amazon or Nordstrom
Increasing product sales and overall ROI for over seven specific product categories.
“The goal was not just to get a specific selection of the online store’s pages in front of more people. It was to get them in front of the right people. We wanted to increase the visibility of the store to help spread the museum’s collections to a wider, relevant audience and introduce more people to their incredible work.”
Prior to the efforts detailed below, many of the museum’s online store category and sub-category pages were not being found through organic search. The selected pages were only visited by users who were already on the site, or when they were actively promoted on social media or through email marketing; the 18+ pages lacked a source of steady, converting organic traffic.
MoreVisibility concentrated their efforts on these pages, using Searchlight’s Opportunities Tab to identify and suggest updates for underperforming pages, and Searchlight’s Business Case Builder to prioritize their efforts and focus on areas of the site that would yield the highest possible ROI.