As Tate Gallery faced the closure of its physical shops during its busiest sales season, Coherence stepped in to help optimise their online store. Through a series of rapid A/B experiments, we enabled Tate to make data-driven changes to improve user experience and boost sales during Christmas 2020 and beyond.
The Challenge
In a difficult year for the arts and culture sector, Tate galleries experienced a significant decline in visitors. To maintain engagement with their audience and protect revenue streams, Tate turned to its digital channels, particularly the Tate Shop, for support.
The goal was to make quick, incremental changes to the online shop to meet sales targets during Christmas 2020 and the January sales of 2021. Tate needed an agile approach to optimise their e-commerce experience in a short amount of time.
Our Approach
- Conversion Rate Optimisation (CRO) Process
We applied our rigorous 6-step CRO process, which starts with a hypothesis and ends with a detailed post-experiment report. We collaborated closely with Tate’s e-commerce team to prioritise experiments that would have the biggest impact on their key objectives, such as increasing sales revenue and promoting Tate membership.
- A/B Testing and User Insights
We ran a series of A/B experiments to identify areas of the purchase journey that could be optimised. By testing changes in real-time, we were able to determine which adjustments would yield the best outcomes, including improvements to user experience and higher conversion rates. Even experiments with negative results provided valuable insights for future optimisation efforts.
- Training and Enablement
We also provided training for Tate’s team, empowering them to continue running their own CRO programmes and make data-driven decisions to enhance their e-commerce platform in the future.
Testimonial
“It is incredibly rewarding to help Tate improve their online experience and increase their revenue. We feel privileged to play a part in Tate’s mission to ensure the right of everybody to access art”
Alex Lee
Head of Experience and Design at Cohaesus
The Outcome
Our experimentation programme yielded impressive results for Tate:
Order Completions: Experiments that created a sense of urgency and highlighted Tate’s unique selling points led to a more than 10% increase in order completions during the holiday sales period.
Average Order Value: Optimisations within the checkout process nudged customers to add more items to their basket, leading to a 5% increase in average order value.
Ongoing Optimisation: With the insights gathered, Tate has the tools to implement more optimisations and confidently experiment with bolder ideas throughout 2021 and beyond.
About Tate
Tate is a renowned network of four art galleries in the UK—Tate Modern, Tate Britain, Tate Liverpool, and Tate St Ives—dedicated to promoting and celebrating art. Its vast collection spans from historical British works to contemporary international pieces. Tate also engages audiences through exhibitions, events, and educational programmes, playing a pivotal role in making art accessible to all.
