The Artist Marketing Funnel: Conversion

From admirer to collector.

*Disclaimer* These tips are just suggestions that we have deemed relevant to selling art and enhancing your business. We understand that all businesses are different and their process to make sales will differ from business to business. The following are just guidelines and should be used at your own discretion. It is ultimately up to you to determine what is best for your business.

Stage 3: COnversion

The conversion stage of a marketing funnel is where the potential buyer takes action and becomes a customer by making a purchase. As an artist, the goal of this stage is to convince the potential buyer that your art is worth buying and to make the purchase process as easy and convenient as possible. One way to do this is to ensure that your website or sales platform is optimized for a smooth and user-friendly experience, with clear calls to action and easy payment options. Additionally, offering incentives such as discounts or free shipping can help encourage potential buyers to take the leap and make a purchase.

Overall, the conversion stage is the culmination of the marketing funnel and the point where you can turn potential buyers into paying customers. By optimizing the purchase process, offering incentives, and nurturing relationships with existing customers, you can increase their chances of successful conversions and build a loyal customer base that can help drive ongoing success in your art business.

Here are 5 ways to make the purchase process as easy as possible:

  1. Image quality

  • Use high-quality images: Make sure that the images of your art are of high quality and clearly showcase the details of your work. This can help potential buyers get a better sense of what they are buying and can increase the perceived value of your art.

  • *NOTE: We recommend using an image resolution of 72 DPI for website images. This will produce detailed images, allow your website to load faster, and prevent others from using your images on a larger scale.

2. Payment options

  • Offer easy payment options: Make the payment process as simple and convenient as possible. Offer various payment options, including credit card, PayPal, and other popular online payment methods. This can help ensure that potential buyers do not abandon the purchase process due to difficulties in payment.

3. Client reviews

  • Provide customer reviews or testimonials: Display positive reviews or testimonials from satisfied customers on your website or sales platform. This can help build trust and credibility with potential buyers and increase the likelihood of a successful conversion.

4. Offer incentives

Offer incentives: Consider offering incentives to potential buyers to encourage them to make a purchase. This could include:

  • discounts

  • free shipping

  • limited-time offers.

    These incentives can help create a sense of urgency and motivate potential buyers to take action.

5. Follow up

At the point of purchase, this is a great time to collect information from your client. They have just purchased a beautiful new piece of art and most will be willing to share their experience with you. 

By now you should already know the basics about your client. Like gender, age, occupation, and where they are putting the art. It is VERY important to make a spreadsheet and track these basic facts. After you build a long list of clients, patterns will begin to form and you can use them to hone your target audience and pick out potential buyers a lot easier.

Other questions to ask at this time are:

  • How was the sale process?

  • Is there anything I can do to improve your buying experience?

  • Where did you hear about me?

These types of questions are extremely helpful when tailoring your next sales pitch or marketing campaign for future purchases.

Follow up with customers: After a successful conversion, follow up with customers to thank them for their purchase and provide additional value. This could include:

  • a thank-you note or email

  • exclusive access to new pieces of art

  • loyalty rewards.

    These efforts can help nurture relationships with customers and encourage repeat business.