meet vincent - the redesign of the van gogh museum website: focus on storytelling

Beeld invoegen 10" x 5" (ca. 26 x 13 cm)

Meet Vincent

A new website approach for a single artist museum

The Van Gogh Museum in Amsterdam

Making the life and work of Vincent van Gogh and the art of his time accessible to as many people as possible in order to enrich and inspire them.

The Collection

• Van Gogh: over 200 Paintings, 900 letters, 800 drawings and a few objects

• Other artists (late 19th, early 20th century art): paintings, drawings, prints, sculpture

Visitors• 1.6 million visitors per year

• 15% Dutch

• 85% from abroad

The Website: 2006-2014

New Website: Strong Focus

New Website: Navigation

New Website: Responsive

Meet Vincent: Creating the Stories

Meet Vincent: Creating the Stories

The Results

• Pageviews: +50%

• Bounce rate -24%

• Average session duration: +22%

• Pages per session: +42%

• Returning visitors: +26%

• Traffic from social media: +139%

• Stories: average of 30% funnel conversion rate

Museum: New PresentationGround floor: eye to eye with Van Gogh

New Presentation

Van Gogh as a person, including his illness and the perception of him in popular culture

New Multimedia GuideGet closer to Van Gogh

More Storytelling OnlineCampaign: 125 questions answered in 125 days

More Storytelling OnlineVideo content: contemporary artists inspired by Van Gogh

Challenges and next steps

• Improving the story creating process

• Optimizing the stories for smartphones

• Keeping the focus on the key website principles

• Improving on content and navigation

• The role of the digital team is changing. What is the best way to organize the team?

Beeld invoegen 1,25" x 5"

(ca. 3,2 x 13 cm)

Thank you!

schreurs@vangoghmuseum.nl

@edithschreurs

Let’s keep in touch:

‘You must in any case go to the museum often’ Vincent van Gogh