CASE STUDY
artnet Worldwide
Usability impact for a subscription service
During nearly 2 years at artnet.com Boris worked on several initiatives that included the artnet online art auctions, usability improvements for the subscription services, online marketing, social media, traditional media, strategic partnerships and business planning.
Some noteworthy results included artnet’s strategy for social media, which resulted in the industry leading Twitter account with over 250,000 followers, artnet is listed on over 4,400 lists and through the dedication and skill of the artnet editorial team this Twitter account became one of the most influential Social Media initiative in the artworld.
We were able to reduce form abandonment on one of the key revenue generators from 22% to 5% with some usability improvements for the form, which lifted revenue potential dramtically.
Some sign-up procedures for another subscription service were optimized and sign-ups improved by 275% in the next quarter.
The e-mail marketing list grew almost 3 fold to over 160,000 subscribers and we were able to track the impact of segmented e-mails and directly correlate them to bidding behavior on the auction platform.
The artnet video tutorials were another initiative that helped visitors and users understand how to use and maximize the services, over 120,000 views were recorded during the first 6 month after their introduction.
