Tate, the organisation behind the Tate Britain and Tate Modern art galleries in London, has recently unveiled its new e-commerce website, in a bid to provide extra revenue to fund its galleries and other activities.
The website sells a wide range of artistic products, such as calendars, fridge magnets, greeting cards and exhibition books by artists including Damien Hirst and Natsko Seki. The previous website, which was almost a decade old, was in dire need of an update and this new facelift has proven to be more than just a cosmetic enhancement.
‘Exceptional user experience’
One of the main purposes of the redesign was to provide a better user experience, and it certainly seems to deliver.
The new website is easily navigable via a series of clearly categorised choices across the top and side of the browser window. Closer inspection of a category yields thumbnails of the images available for purchase and the price just below. Users can then click to be transported to the specific product page, or have the option to make a ‘quick buy’ or take a ‘quick view’. The latter rather neatly brings up a window within the main window containing a larger image of the product, and a succinct but well written description.
The Chief Executive of Tate Enterprises, Laura Wright, said: “We are extremely proud of our new e-commerce website and the exceptional user experience it offers customers.”
The importance of top quality e-commerce content
Where Tate’s new website excels is in successfully marrying an intuitive and user-friendly interface with high quality written content that tells the site’s visitors clearly what each product is and why they should buy it.
Many e-commerce websites make the mistake of focusing largely on the design of their website, without giving due care and attention to the copy that accompanies each product and category page. This can prove a costly mistake, as rushed or poorly worded e-commerce web copy can result in lost sales, not just now but in the future also, as people are unlikely to return to such a site.
When people shop online they want to be told some details about the product, without having to read through pages of waffle. That’s why many webmasters choose to employ the services of a professional copywriter or agency to create their content for them. While it may be an additional cost for getting your site up and running in the short-term, in the long-term it is an investment that will pay for itself many times over.
High quality e-commerce content is not only effective in selling your customers on the merits of individual products; it is also a positive reflection on your website as a whole. When people buy online, they want to know that the company they are dealing with is trustworthy and reliable. Quality professional level written content suggests this, poorly worded or cut-and-pasted product descriptions suggest the opposite. So why not take a leaf out of Tate’s e-commerce website, and revamp your content along with your design?