Gaylord Archival is a leading provider of preservation and exhibit products to institutions and individuals across the globe. In addition to archival-quality storage boxes, it offers the largest selection of customizable exhibit cases on the market.
Client: Gaylord Archival
Industry: Archival, Museum
Sector: B2B
Services: Print & Digital Marketing, UI UX, Video Production
Copyright: 2016-2022 Gaylor Archival
When I joined the Gaylord Archival marketing team, the company primarily reached its institutional customers through an annual 500-page catalog. Recognizing the need to adapt to evolving customer shopping behavior, a major goal was to shift the focus of our sales and marketing activities from print to digital platforms.
UX UI
In 2020, we made the decision to halt the production of our catalog and redirect our budget toward optimizing the user experience of our e-commerce site. This move allowed us to prioritize the needs of our customers and adapt to the changing retail landscape. As a result, we've implemented a range of responsive design elements to enhance the functionality and accessibility of our website. Take a look at some examples below.
UX Research in Review System
Today’s consumers are no longer passive recipients of brand-generated information. They play an active role in generating brand-related information such as online reviews. To this end, I conducted research during my final year of MBA studies to test the impact of prominently placed product reviews on our website. Through A/B testing and heat map analysis, we were able to measure the success of this approach. See below for a glimpse of our findings., and the result was measured heat map reports.
Figure 1. Product Listing Page, Figure 2. Product Detail Page, Figure 3. Heat Map Report
Video Marketing
Along with traditional marketing tactics like print and email campaigns, I also implemented video marketing strategies during my tenure at Gaylord Archival. By creating informative and engaging videos, we were able to increase users' understanding of our products and services. In particular, our preservation tutorials have proven highly effective at boosting website traffic, as they show up prominently in search results. See below for an example of our video content in action.