Digital Renaissance

How Site Trustee Drove 88% Lot Sales and Doubled Online Registrations for an Fine-Art Auction House During the Pandemic

The Situation

A well-established fine-art auction house in Southern California faced an unprecedented challenge during the pandemic.

With live auctions impossible, they relied solely on their online bidding platform. However, their clientele, accustomed to personalized service, resisted the digital shift, leading to a surge in unsustainable phone-in bids.

They needed a solution to bridge the gap between tradition and technology.

The Challenge

The auction house’s primary challenge was user adoption of their online bidding system. Customers found the interface confusing, leading to frustration and a preference for phone-in bids. This overwhelmed their staff and created an unsustainable workflow. They needed to maximize the efficiency of their online sales, while still providing a high level of client care.

The solution

To address these challenges, we employed a data-driven approach. We began by utilizing user recording tools to analyze how visitors interacted with the website. This revealed critical design flaws that hindered user understanding and navigation. We then conducted a thorough review of their email marketing strategy, identifying an overabundance of repetitive emails as the likely cause of low Click-to-Open Rates (CTOR).

Our team then recommended targeted, strategic changes. We worked with their development team to implement simple design adjustments, adding clear instructions and intuitive navigation to the online bidding platform. We also streamlined their email marketing, reducing the number of emails and focusing on more engaging, personalized content, with a focus on increasing the CTOR.

The Results

Over a 12-month period, these strategic adjustments yielded remarkable results. The number of lots sold per auction increased from 63% to an impressive 88%, demonstrating a significant shift in user behavior and a dramatic increase in sales efficiency. Online registrations doubled, indicating a growing interest and confidence in the online platform.

Furthermore, the Click-to-Open Rates (CTOR) for emails rose from 12% to 30%, indicating a renewed connection with their audience. These results not only ensured the auction house's survival during a challenging time but also positioned them for continued success in the digital age. This increase in sales efficiency contributed to the company's later acquisition by a larger nationwide auction house.

In Summary

By combining user-centered design with strategic email marketing, Site Trustee helped the auction house overcome a critical challenge and achieve significant growth. This case study demonstrates our ability to transform digital obstacles into strategic opportunities, delivering measurable results for our clients, even in the high-stakes world of fine art auctions.

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