Monday, June 18, 2012

Are Your Gallery Image Covers In A Rut? Costing You Sales?


What do your gallery image covers say about you? Are they fresh and rotated out periodically? Or are they the same images you used since opening the gallery? If you rotate them out from time to time, I want to commend you for doing this, keeping it fresh, and helping get collectors attention for a new sale! If you do not rotate them on a regular basis then this is a tip just for you!

We need to shake them up, move out the old and rotate in a new one. Think of it as gallery recycling if you do not have new ones to add each time. It is also fine to use any given image over again. We have our favorites or have a the big seller to use there, and that is OK to use them again. We just need to keep them rotated!

We get so busy creating new art, adding it to our website that we forget about changing out the gallery image cover. The gallery cover is the one thing that draws in the eye of a buyer making them look inside to see more. Or it can do the opposite, making a person move on. And if they move because the gallery image did not interest them the first time, more than likely they will pass it by again. What if that gallery is holding their next large piece of wall art? You just lost a sale!

Keeping the same gallery cover for too long can make us look stale or boring, not caring about our customers or at least about making a sale. We do not want the potential customer to think that we do not care about them, do we? Goodness no! We want them to feel welcome, to be enticed to look in a gallery they do not normally enter. To sit in the comfort of their home or on their lunch break and enjoy looking at our galleries. By rotating those covers it can appear that we have new art even on the days we do not. And swapping out one cover for another can be the reason someone will go into a gallery they never did before and it is that new piece on the cover that made them dive in and look at it close up. Whereas they passed on that gallery the last time they came. The image before was not their cup of tea, they were not interested and moved on by. And now after the change in gallery covers, one that peaked their interest they will see other pieces along the way as well.

This brings me to the next important part of where you place the cover image inside the gallery. The one they want to see up close and personal and hopefully make their next purchase of.

I know when I visit an artist's websites I am drawn to a gallery because of the cover over the title of the gallery. Now I want to see it full sized. For a long time I never understood why they had it parked all the way at the bottom of the page in that gallery. Why not put it at the top easy to find? They were using another strategy. By placing that cover piece at the bottom of the first page this automatically makes a person pass by the rest of the art on that page. This could potentially lead to more than one sale. Even if they do not buy the cover image after all of that but choose another piece in that gallery it all goes back to the fact that you swapped out the image they passed on the last time and the changed image made them look thus seeing the images they ended up buying. You made a sale because of it. And you may never know each time when it happens like that. You still made a sale because you rotated out a gallery cover. Simple as that. Variety helps sell.

One thing to note, is if you have over one page in each gallery. I do not recommend sending the cover image to the bottom of any page but the first one. That could irritate the one looking to buy, making them want to leave your site completely and you would loose that sale and any possible repeat sales from that buyer.  Remember our buyers are busy too with limited time and these days time is money. We need to respect their time or they may go look elsewhere if they think we are playing bait a switch.

I hope this give you a small tip to help with your sales. So head 'em up and move 'em out. Rotate those gallery front cover images on a regular basis to capture someones attention. Drawing them in for a sale of your art!
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