National Gallery logo

The National Gallery Shop - growing online sales by 242%

The National Gallery Global Ltd, the commercial arm of the National Gallery, appointed Williams Commerce initially to build a new ecommerce website for their online shop on Adobe Commerce. Once the website was successfully launched in June 2022, we extended our services to deliver an ongoing digital marketing retainer primarily focussed on SEO, PPC and Affiliate marketing to drive further growth for the new website. 


National Gallery Online Shop’s primary digital objectives were to increase sales and to grow brand awareness to be able to reach new customers.



To grow sales and increase brand awareness, we created a holistic SEO strategy including detailed keyword research focussing on relevancy and user intent. The Williams Commerce team then crafted high-quality, SEO-friendly content for the website which aligns with the organisation’s tone of voice and target audience.


The next step was to conduct a comprehensive technical SEO audit, reviewing aspects such as user experience, core web vitals, mobile-friendliness, content quality and more historical data. This approach ensures that the National Gallery Online Shop can continuously adapt to the latest changes in search engine algorithms and user behaviour.


We then formulated an actionable SEO roadmap using audit data and began optimisation for key product categories such as ‘artist ranges’, ‘Prints and Posters’ and ‘Stationery’. Working closely with the National Gallery Online Shop team, we wrote high-quality, SEO-friendly content, with more pages being optimised on the website each month. 


To drive sales and reach new customers, the Williams Commerce team recommended Google Ads and developed a tailored strategy to relaunch the first Google Ads campaigns in early 2023. By having a clear understanding of the National Gallery Online Shop’s audience, the Williams Commerce team were able to expand their typical online customer base, beyond people who are already familiar with and are interested in arts/culture, to people who are shopping online for gifts and home décor.

 The final channel the Williams Commerce Digital marketing team reviewed the strategy of to drive revenue was Affiliates marketing (which we manage directly through the AWIN platform). This covers weekly publisher approvals, regular email blasts to publishers promoting new products, creative assets and fostering better engagement, as well as conducting weekly GAP analysis to invite new publishers to the programme. To drive further Affiliates marketing growth, we also support the creative strategy by recommending which new assets should be created and used within the AWIN platform, based on reviewing best-performing products, publishers and considering which creative assets have performed well on other channels. 




Within the first six months of implementing our SEO strategy for the shop website, there has been some fantastic organic results:  

  • 76% increase in the number of top-performing keyword rankings (keywords ranking between positions 1 to 5 in Google SERPs).
  • 722% improvement in the overall volume of all ranked keywords. 
  • 42% growth in organic clicks and a 358% rise in organic impressions.   


Within just four months, the account experienced some impressive results from Google Ads: 

  • increased sales by 242% 
  • increased revenue by nearly 200% 
  • increased ROAS (return on ad spend) by 133% 
  • reduced CPA (cost-per-acquisition) by 62%.


Our Affiliates marketing strategy for the National Gallery Online Shop has been highly profitable:

  • generated revenue at a profitable ROI of 477% for the first half of 2023.
  • revenue has grown 405% YoY and 219% MoM in July 2023.





Arts & culture

case studies

Trusted by global ecommerce brands

Discover how we have grown ecommerce brands online through Adobe Commerce, Magento, BigCommerce, PPC, SEO, UX, Microsoft Dynamics and system integration. 

Let's discuss your project

Contact us today for a free consultation appointment.