Why Your Art Website is Underperforming

If the results you are getting from your website are disappointing, you are not alone. Use these tips to increase engagement.


Art Website Underperforming? Get tips at www.ArtsBusinessInstitute.org


Is your art website not performing as well as it could? You may have one of the following problems:

Website visitors are confused. Do you clearly state what you make and sell? Is your navigation easy and intuitive? Or have you hidden away your portfolio in a cluttered site that doesn’t make sense?

Poor images. Shoppers need to see outstanding photographs of your collection. In reality, poor quality photographs give the impression of poor quality products. If that is your problem, see this article for suggestions.

Insufficient information. Do you need more details about each item that you make? Do you have a FAQ page that answers questions like, “How long will it take for my order to ship?” or “Do you accept returns?”

But the most common reason that art websites underperform is simple … Lack of traffic.

If you don’t have enough visitors coming to your site, you can hardly convert any into clients. If your website feels like a lonely little island out there that few people ever visit, it’s time to take action to drive additional traffic. Sales is a numbers game, which means that you must have enough visitors to turn at least a small percentage into buyers.

To learn how many visits your website is getting, first install Google Analytics which is completely free, and will provide plenty of statistics to determine who is visiting, where they are coming from, and how you can attract more.

Other than “direct visits” (which are, of course, occasions when someone types in your URL with the intention of seeing your website) there are other main traffic drivers that Google Analytics will measure:

Search. Online search drives more internet traffic than anything else. To be found through search means that you must work hard to be visible. You can submit your website to search engines and should use keywords in your website content. Updating your site on a regular basis also helps. This article provides ideas to increase your “searchability”

Social Media. Links to your website from Facebook, Instagram, Twitter, Pinterest and other sites can be a significant source of your site traffic. Facebook is usually “king” of social media traffic, but depending on the platforms you like to use, you can score traffic from any number of social media sites. If you have limited time, choose one or two social media sites that appeal to you and where you will post regularly, and then be consistent and engage with others.

Referrals.  Here’s where you earn traffic from other websites. This could be in the form of “backlinks” from listings in directories, bloggers who write articles about your work, or even comments that you make on articles where you listed your URL. Analytics will give you the domain name of all your referral traffic. You may even find there are links you were not aware of that are helping your visitor count!

Email. Do you send out an email newsletter, which includes links to your website? Not only can email campaigns be an important source of website traffic, subscribers already know you, and are “better quality traffic” than visitors who merely land on your website by accident or who are simply surfing. Learn how to track email campaigns with Google Analytics here.

Advertising. You may at some point decide to do some online advertising to drive website traffic, and of course it’s important to evaluate how effective this advertising is for your creative business. Learn how to set up a campaign and track it with Analytics here.



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