New Brand Launch
Get The Gallery is a Denver-based startup replicating the membership model of Rent The Runway in the art gallery space. When they approached Wavepoint to launch their site, they were experiencing the enviable dilemma of having press requests pile up before the logo was even finalized. Wavepoint worked closely with Get The Gallery to ensure the user experience launched for their waiting audience would fulfill all expectations, from creating a memorable first impression to converting memberships to prove the concept.
Wavepoint created an eCommerce ecosystem for Get The Gallery using WooCommerce. All elements of the user experience were optimized to emphasize the quality of the available art while directing audiences to the appropriate membership level for purchase. Wavepoint customized multiple elements in the eCommerce experience for this project including product page templates, funnel page messaging, and the structure and design of the final invoice page. Wavepoint additionally designed custom transactional emails for GTG to maintain on-brand design throughout the purchase experience. Get The Gallery chose Stripe as their payment gateway and successfully activated the infrastructure for launch and live credit card capture within 24 hours of delivery.
The heart of the Get The Gallery model is its subscription service. Wavepoint customized the eCommerce experience to include fully functional subscription products at three levels. Customers are able to view and manage subscriptions in their account settings, including upgrading and downgrading automatically. All relevant transactional emails were designed to reinforce the benefits and community that come with Get The Gallery membership.
Get The Gallery knows that a key component in the conversion funnel for a subscription-based service is to allow customers to become attached to, and start curating, a collection. Once the power of the membership becomes tangible in the customer’s mind through the “middle step” of creating a favorites list, the psychological barrier to subscription conversion is significantly reduced. Wavepoint created a favoriting mechanism for customers so they could review the art works they wanted to see in their home or office and understand the membership levels required to unlock them.
Gifting was a major concern for Get The Gallery. The site was launched less than a month before the holiday season, and it expected additional gifting traction in the run-up to Valentine’s Day. After discussing the options and the impact on user experience, Wavepoint developed two complementary gifting solutions that work together. Customers of Get The Gallery can choose to buy a subscription for another person; in this case the gifter and the recipient jointly manage the subscription while the gifter continues to pay. Alternately, customers can choose to purchase a set amount and gift it to someone; in this case the recipient is the purchaser of the subscription but uses the gift card to offset the initial purchase.
The Get The Gallery user experience is centered around galleries of art. The point is for customers to fall in love with the art, or a particular artist, that resonates most with them. Like shopping for clothes on Rent The Runway, customers need to be able to find what they want easily while digesting the sheer variety available. Wavepoint developed a solution for Get The Gallery that allows customers to filter all art by membership level, by size, by appropriateness for a particular type of room, and other variables. Additionally, Wavepoint created Artist Page galleries that automatically update when the artist has added a new piece to their collection.
Get The Gallery came to the table understanding a lot about websites and user experience. They knew from the outset that they wanted a solution they could pilot themselves after development. Despite the backend complexity required to achieve all objectives, Wavepoint delivered a WordPress rig optimized to be easily managed in-house on a daily basis. On launch, the Get The Gallery team were immediately empowered to manage uploaded art works on the fly, manage eCommerce transactions, update all site content, and otherwise control all aspects of their WordPress + WooCommerce infrastructure.
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