Allegra Burnette and Lyde Spann discussed the redesign of the MoMA’s online store. With the reopening of the museum and the holiday season traffic to the store site and MoMA.org was up significantly but only 46% of users to the store came from MoMA.org so there was some opportunity to increase cross traffic.
Goals with the redesign:
* Full exposure of product categories on the front page.
* Introduce seasonality to the site.
* Access the full menu from anywhere.
* Decrease clicks and increase conversion.
They mentioned a product called HitBox from Webside Story that was helpful for measuring traffic trends. A consultant group they used from Chicago called the e-tailing group got a hearty endorsement from Spann.
There were a lot of numbers getting thrown out but the most interesting was visitors who got to the MoMA Store from moma.org were far more likely to buy and spend more money per purchase than vistors from any other referrer.