Washington Performing Arts
BACKGROUND
As one of the most established and celebrated performing arts institutions in America, Washington Performing Arts (WPA) wanted a web presence that reflected their long-tenured history, showcased performance offerings, and promoted wide-ranging community programs. Most importantly, they sought to engage users and increase conversions, including ticket sales, donations and subscriptions.
CONSUMER BELIEF
There’s a lot going on in the DC performing arts world — it’s easy to miss events and performers I would like to see.
BELIEF INTERSECTION
WPA occupies a unique position in the metropolitan arts community, staging a diverse and accessible catalog of performances, all of which can be explored through their website.
RESULTS
Since the legacy website was outdated and failed to represent WPA’s mantra, The City is Our Stage, WHITE64 delivered a visually impactful, functional and accessible website that met the needs of all visitors. Following discovery and stakeholder interviews, we mapped out a new user experience that allows WPA to tell its story in a compelling way.
The new site went live in December 2023, showcasing the organization’s events, programs and other efforts within a custom-built WordPress environment. WHITE64 created a thoughtful and artistic site design to elevate the brand and developed an intuitive UX strategy focused on conversions. What’s more, we developed a robust administrative interface that allows WPA to make timely content updates and integrated a third-party ticketing solution for easy online ticket sales and donations.
• 91% increase in user traffic
• 60% increase in unique sessions
• 17.5% increase in event conversions
