Last week we posted some initial results to our recent Art and the Internet Survey. The survey gives us a glimpse into the internet life of artists. While the general results were enlightening, today I want to begin sharing more in-depth analysis – this post will specifically look at what the most successful artists are doing and we’ll compare those results with the “average” artist.
As always, it’s important to note that this is not a scientific survey – the respondents are self-selecting, not a randomized group. Total response was around 750 participants, but the group we’re pulling this information from is much smaller – 23 artists who are selling more than $20,000 worth of art on their website. As a result, the averages are even further from scientific – consider this anecdotal information and use the information accordingly.
First, let’s look at how long these artists have operated their sites. Unsurprisingly, successful internet art marketers have been at it for a while. A majority of the artists who are selling $20,000+ launched their sites over 3 years ago, and around 39% have been running their sites for 10+ years.
These successful marketers have most of their work showing on their site.
They also spend more time than the average artist updating their site. In our first post you can see that only 29% had updated the site within the last week. Among artists who are selling a high volume of art, 39% had updated within the last week and a full 69% had updated within the last 4 weeks.
Successful internet marketers are also spending more time working on their sites.
The Mechanics of Generating Sales
So how do they manage to generate these sales?
First, surprisingly, only 30% have a shopping cart right on the site. This would indicate that there is a high level of direct, personal involvement with each sale, even though it was generated through the site.
In our initial results we found that 14% of all artists feel their website is their most important advertising channel. Among successful internet art sellers almost 50% felt the website was their most effective advertising tool.
Successful internet art marketers are putting not only a lot of time into their sites, they are investing in site design and maintenance.
For over half of the respondents, they spent from $500 - $5000+ designing and setting up the site initially. (We’ll be looking in a future post at whether or not we can draw a correlation between amount spent on site and sales – the flip side of this question)
These artists are re-designing and refreshing their sites far more frequently than the average artist.
Finally, let’s look at the demographics. Again, this information is from such a small sample that you will see the demographics aren’t necessarily what is indicative of what it takes to be successful online. This information will at least give you an idea of who these successful marketers are:
I look forward to your feedback on this dataset. What else would you like to learn from our survey? How has this information influenced you to change your approach to your website?
Be sure and use think link in the upper right of this page to like me on FaceBook so that you can see additional results from this and other survey’s and keep up to date with RedDotBlog.