Castle Fine Art

Your World, Our Art®

"Contemporary art is amazing. A language spoken the world over, it epitomises creativity, technology and optimism".

As the UK's leading art retailer, their goal is to make art accessible for all, working alongside collectors, staff and local communities to discover a generation of artistic talent.

After working with Castle Fine Art for over 6 years, we were tasked last year to create their new website to coincide with the re-brand to Castle Fine Art (previously Castle Galleries). Our challenge was to deliver a responsive, international e-commerce website to drive enquiries and sales, leading to revenue growth. A strong ambition was to increase brand engagement through customers discovering new artists or researching their favourites. The site also needed to deliver a flexible architecture and CMS to support future business goals and aspirations, integrate with a data driven email marketing strategy and finally to support a site migration of a 13.5k page website without losing organic traffic.

We spent time understanding the brand, the business and customers - to identify meaningful insights. After visiting their galleries and talking to art consultants, it was clear that the website needed to provide the same personal service. We audited the current website, its content and performance data and tested their existing website with customers, which provided deeper insights about what worked well and what needed improving. 


 
The result was a sophisticated and understated site allowing the art itself to take centre stage. The site combines a balance of visually led content heavily supported with relevant product information and features to support personalised engagement with the brand. Behind the scenes, we defined and built a bespoke and flexible e-commerce CMS, offering multiple payment options whilst also integrating with their existing stock system. By delivering a thoughtful site migration and redirect strategy this enabled them to maintain performance in organic search.

Metrics:  
Results from Sept - Dec 2018 compared to the same period in previous year

  • Increase in revenue 115.5%
  • Increase in conversion rate 39.5%
  • Increase in sessions 5.5%
  • Increase in transactions 48%