The Victoria and Albert Museum (lovingly abbreviated as the V&A) in central London is the world’s largest museum of decorative arts and design, housing a permanent collection of over 4.5 million objects. The museum was running into problems tracking user behavior during the sales process, and finding itself unable to see who was coming to the website or social media, who was clicking through and not buying, and who was fully completing the transactions. This was making it difficult to measure the effectiveness of marketing campaigns on total ROI.
Group of Minds collaborated with the V&A on the analysis of each step of the transaction flow, and through this process, identified several factors contributing to the issue. Social media, website, and ecommerce systems were synced so that they communicate correctly, leading to purchasers being given simplified instructions on the checkout process. In the end, transactions are now being accurately tracked, and the marketing team is able to identify the levels of success for each campaign. The V&A is now exploring the ways users react to varying types of social media content, and how those reactions drive newly trackable sales transactions.