encouraging sign-ups to The Art Newspaper’s London Gallery Weekend coverage

The Art Newspaper

The Art Newspaper is an international monthly print publication and global authority on visual arts news.

London Gallery Weekend 2021 Subscription Drive

Across different industries, average sign-up rates vary between around 1 and 5%. The Art Newspaper, a long-time client of ours, wanted a bigger uptake. They approached us with two objectives — firstly, to create a microsite that would notify readers on content around London Gallery Weekend 2021 and provide a sign-up opportunity for updates; and secondly, to present that content in a more compelling format than typically expected from standard news templates.

A detail from The London Gallery Weekend's website
A preview of one of the blocks for The Art Newspaper's London Gallery Weekend 2021 landing page
A detail from The London Gallery Weekend's website

Our response was to build an elegant, evolving, and animated landing page that would motivate readers to subscribe to updates. Once signed up, they would be notified whenever anything new was published to the landing page, leading them into a weekend of art with varied offerings of content.

Content blocks built visual variety, animating as readers scrolled through the page. Blocks were created which would contain videos, interviews, critics’ choice content, and comments, each having a unique composition on screen, transitioning from one to another.

This framework provided the content-building-blocks needed for The Art Newspaper’s editorial team to plug in new material as and when it was produced.

The challenge on this project was creating a landing page that was captivating to use, but that didn’t pull focus away from its content, which is always the most important thing. We did this by breaking out of the formality of an existing system; creating a microsite that could be promoted separately and more widely.

During the three-week London Gallery Weekend campaign, the microsite saw almost 4,000 visits with a conversion rate of about 15% for sign-ups – around three times the industry average.

Aside from meeting their intended goal, the format for this project set a precedent for future possibilities, building on The Art Newspaper’s reputation for excellence in content delivery.

goat produce some of the most elegant websites around (we are an art publication, so we would know). The work they've produced for us is highly intuitive and easy to use, largely because of the superb instructions they create to go alongside them. Alexey and Paul are always available to assist whenever the technophobes amongst us reach an impasse. A great team to work with, patient, friendly and helpful.
Julia Michalska
Deputy Editor and Digital Editor of The Art Newspaper