The Uffizi Galleries increased traffic by 130%
The Uffizi Galleries needed a secure, fast web platform to publish their editorial content and fight online ticket scalping. With the solutions developed by Cantiere Creativo and the tremendous work of their in-house teams, the Uffizi Galleries now boast one of the strongest multichannel presences in the world.
The Uffizi Galleries needed a secure, fast web platform to publish their editorial content and fight online ticket scalping. With the solutions developed by Cantiere Creativo and the tremendous work of their in-house teams, the Uffizi Galleries now boast one of the strongest multichannel presences in the world.
A fast, dynamic website
Thanks to close collaboration between the institution and the agency, the information architecture was refined to stay easy to navigate while powering dynamic structures that evolve and grow richer every day.
Following the new brand guidelines, every artwork, article and event associated with one of the museums is highlighted with an effect that instantly signals which museum it belongs to. This includes the Gold, Red Coral and Green Mint colors associated with the three main venues: the Uffizi, Palazzo Pitti and the Boboli Gardens.
Technology serving the idea
The tech stack behind the Uffizi Galleries website is a hybrid solution designed by the Cantiere Creativo team to meet the institution's specific needs.
The CMS, built in Ruby, is dynamic and lets the Galleries' editors create new content in real time, while published pages are rendered static and served to users from cache. Images are delivered through global CDNs, keeping the load on the institution's own servers light.
The stack has been steadily updated over the years of our partnership, and today has reached more than twenty consecutive months of uptime.
A complete, rewarding digital experience
The Uffizi wanted its website to be more than a showcase and a place to find information on exhibitions, opening hours and tickets. The goal was to make it an integral part of the visitor experience, a digital extension of the many treasures in its rooms and a place for deeper exploration and reflection on art and culture.
The work on information architecture, user experience and the design of every section helped the Uffizi Galleries website significantly grow quality traffic to its pages. In 2020 alone, Virtual Exhibitions saw views increase by up to 9000% (5.3 million) and Artworks by up to 800% (5.1 million).
A living, constantly growing platform
Thanks to the outstanding work of the Uffizi teams, the Galleries' website publishes new content almost every day: in 2019 alone, more than 2,000 pages were created.
The quantity and quality of the content, combined with a solid platform, have paid off with users: this year alone the audience grew by 100%, reaching 3,720,015 people.
The site's modular nature, together with professionals at ease with digital communication, is positioning the museum complex as a center of excellence not just in Italy, but worldwide.
