Measuring Website Traffic and Art Show Response


The art is created, the show page, meet the artist page and the show catalog are prepared, and email invitations are sent.  We’re ready.  But, will people come?

Email marketing remains an effective way to get a message out, and email lists are marketing gold.  All major email marketing services include an integration with social media platforms such as Facebook, Instagram and Twitter, and posts to those platforms have become automated once the “Send” button is clicked.

Still, will people come?  The virtual art show, the online virtual gallery, is a new concept precipitated by Covid-19 and quarantine, and offering artists an outlet that sticks and bricks gallery may not yet offer.

No longer burdened with having to ship art across the country to galleries, unpack, frame and mount, and then repeat the process to return home, artists need only email high quality images of their work, a few good candid shots, and their Artist Statement to the Gallery to show their work virtually.  Blue Heron Gallery Online is their outlet, and the first show is coming to its conclusion.

But, did people come? Here are the numbers:

  • An opening 24 hours of 326 visitors to the show
  • A daily average of 87 visitors for the first 26 days
  • A high in one day of 371 visitors,  and a low of 47 visitors on another
  • Visitors came from 34 states in the US
  • Visitors came from 21 countries beyond the US

Referrers, websites from which visitors were sent to the Gallery, included Facebook, Google, Instagram, Twitter, Artist Venu, Berkshire Fine Arts, and Upwork.  The email marketing service used was MailChimp, also a high volume referrer to the show.

The conclusion?  It was only the first virtual show, and more data will be required to determine whether the business model is viable.  However, it is a very promising start.  Anecdotal data suggests the show was well received, based upon email responses to the Gallery, and to the artist, Galen Cheney.  The numbers were good, and the reach was far and varied.

The second show begins in just a few days, February 12, at noon.  The artist is a sculptor and painter from Boston, and the show is very different from the first.  The marketing methods, though, will remain the same, with the hope its reach will be as far and as varied.

Its data will be reported, the number of eyes that saw the work, the number of visitors who downloaded the catalog, read the Artist Statement, made a purchase.  The numbers are the numbers, whatever they may turn out to be.

But, this has been a blast so far, and shows are booked through May already. I’m looking forward to them, and also looking for more artists to show. I’ve already received inquiries for shows from artists in Canada, Colorado, New York and Dublin, Ireland. I just need to keep finding ways to bring people to the show.