Thinking small: How small changes can get big results

4 November 2015

@katiprice

Our mission: to deliver maximum impact in a two week sprint

Lunar rocket, furnishing fabric, Eddie Squires for Warner and Sons, 1969

Museum no. CIRC.45-1970, © Victoria and Albert Museum, London

How did we decide what to do?

Grows revenue and reputation

Fits with V&A

capabilities

Users love it

YES

!

Step one:Ask ‘do users love it’?

These people were unable to find visitor information and opening times on the homepage

These people had difficulty using the navigation and finding their way around the site

Basically, they didn’t love it.

Despair: A Seated Man Surrounded by Demons, artist unknown, 19th century

Museum no. DYCE.55 © Victoria and Albert Museum, London

Original

Update

What we did:- Used analytics and

user research to change navigation

- Used active verbs such as learn, visit and shop

- Made opening times, ‘admission free’ message and strapline more visible

- Tidied the visual clutter over banner

Update

Step two:A/B and see…

Print, H Beard Print Collection,1809 Cruikshank, George Cruikshank, published by Thomas Tegg

Museum no. S.4776-2009, © Victoria and Albert Museum, London

Update (static banner)

Original (rotating carousel)

What we did:- A/B test run over 6

days with 46K unique visitors

- Removed the carousel and moved previously hidden content to beneath the banner

Results: - More than 11% more

page views for exhibition pages, shop and membership

- 15% increase in overall conversion rate

Step three:Make it easier to plan a visit

Untitled (Subterranea) Stephen Walter, 2008

Museum no. E.562-2008, © Victoria and Albert Museum, London

These people found the amount of content on key pages confusing

UpdateOriginal

What we did:- Refined the content,

retaining only essential information

- More prominent opening times and better imagery

- Usability improvements such as anchor links to key content

Step four:Improve the legibility and flow of content

Manuscript,1625-50 Museum no. T313-1960, © Victoria and Albert Museum, London

Given by the National Library of Wales, from the Frank Ward Bequest

UpdateOriginal

UpdateOriginal

What we did:- Text is more legible

across the site (increased line heights, increased font size and consistent padding)

- All text now uses the V&A house font

- Better balance of text and imagery

Result: - Improved legibility

(and therefore accessibility)

- Now easier for content team to layout pages

Step five:Identify ways to grow revenue

Money box, Turkey, about 1750 Museum no. 1592-1888, © Victoria and Albert Museum, London

These people found the offsite ticketing confusing and had difficulty navigating back to vam.ac.uk

UpdateOriginal

What we did:- Cost is visible up

front - Ticketing link

opened in a new window

- Improved button look and feel and more obvious call to action

- More info about concessions and link to membership

Result: - 48.3% clickthrough

to 3rd party ticket website

What we did:- Included a shop

module on all exhibition pages

- Replaced generic ‘visit shop’ icon with compelling call to action (CTA)

Step six:Make it easy for people to sign up (and know what they’re getting)

Airmail; Out of Line, photograph, Jowhara AlSaud, 2008 Museum no. E.948-2010, © Victoria and Albert Museum, London

Art Fund Collection of Middle Eastern Photography at the V&A and the British Museum

UpdateOriginal

What we did:- Moved newsletter

signup higher up the homepage and sidebar

- Changed the language with a more compelling CTA

Result: - Signups increased

27.3% compared to the previous week and up 225% at one point

Step seven:Monitor, measure and respond

School report, London County Council, December 1910 Museum no. B.284-1999, © Victoria and Albert Museum, London

Home page weight (lower is better)Homepage download size(lower is better)

GPSI score vs competitors (higher is better)Google Page Speed Insights (GSPI)(higher is better)

V&A vs everyone else

GPSI score vs competitors (higher is better)

What we did:- Site wide

performance improvements

Results: - Page weight

decreased by over 1MB

- GPSI raised to 86% (now higher than most competitors)

- Site loads 3 seconds faster (reduction by half)

Professional Development Courses from the V&A

More information: vam.ac.uk/cpd © Victoria and Albert Museum, London

Handling Objects: 11 February 2016

The Enterprising Museum: 29 February – 4 March 2016

Innovative Learning: 7 – 11 March 2016

Photographing Museum Objects: 18 March 2016

Thank you@katiprice