As one of the Van Gogh Museum website managers, Fransje is responsible for content creation and website optimization. Her work is at the intersection of online marketing and storytelling. She was responsible for the development of the storytelling in the newly launched museum website (July 2020). It allows the museum to adapt more vividly to user needs and user behaviors, defined by specific online channels.
Fransje became project manager at the end of 2018, introducing short iteration cycles as working method. The result is a continuous learning curve on online success, gluing together all three domains of the museum. The aim is to better understand our online user as well as to increase revenue. By using a similar trial and error approach, the iteration cycles also lead the way for further improvements in online storytelling.
MuseumNext Digital Summit
Wednesday, 24 February 2021
How to double your online donation income with small tweaks
What if… your website was a playground in which you could experiment without the need for costly developers? What if you can test your opinion vs. your colleagues on what works best and use the underlying data for conclusions? What if you could use the power of psychology to gain more insights in user behavior? The Van Gogh Museum managed to double their donations income by measuring the effect of small tweaks. With help of the A/B testing and personalization tool Blueconic, the Van Gogh Museum has gained major insights in the functioning of their donation flow even during Corona lockdown. In this presentation we’ll share our main insights, as well as our working method of continuous learning cycles instead of a project based approach with a pre-defined outcome. Even without having the Blueconic tool, the insights are universal and will inspire you to take a fresh look on your data to find your own ‘gold’.
Find the full programme here