A digital transformation for a cultural institution.
Established in 1956, Australian Galleries is a leading purveyor of contemporary art and an iconic part of Melbourne’s cultural fabric. Averaging between 40 to 50 exhibitions a year across its spaces in Melbourne and Sydney, the gallery is known for its pioneering approach to the professional exhibition and marketing of contemporary art in Australia.
Australian Galleries foresaw a trend as art consumers increasingly shifted purchasing behaviour and gallery sourcing to the digital space. They needed a purposeful online presence and approach Yoke with four core objectives: increase brick-and-mortar gallery visits, increase traffic and user engagement online, establish an e-commerce revenue base for sales, and increase traction with younger audiences.
Following the launch of the new site traffic to the Australian Galleries website performed exceptionally well, averaging more than 7,000 sessions from 5,000 unique visitors each month. This included a demographic shift with audiences aged 30 and above growing to 20% of total traffic. As for exceeding design expectations? Our design of the new Australian Galleries website won a 2016 AGDA Design Award in the digital category, and was short-listed among the six finalists for the prestigious 2016 Premier’s Design Awards.