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5 @PIETERJ / #BRANDCONV
Conversion and branding go hand in hand
Our challenge Conversion Branding
Model Three areas of interest
32 @PIETERJ / #BRANDCONV
1 second delay in page response
7% cut in conversions
11% decline in page views
16% deduction in customer satisfaction
FAIL
CONVERSION
SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED)
43 @PIETERJ / #BRANDCONV
USER ABILITY
MO
TIV
AT
ION
WIN M
OT
IVA
TIO
N
USABILITY boring but important
fun!
advertising
shoes
competitive
Davids
football dynamics
Kluivert
Adidas
NL elftal
agressive competition
USA multinational
profit P&G
production
NO logo
Agassi
tennis
@PIETERJ / #BRANDCONV 49
appearance
communication
behavior
brand personality
Birkigt&Stadler, 1986
Inside > out
@PIETERJ / #BRANDCONV 55
appearance
product information trust & reassurance
SEO
UI patterns grids
product photography
web-safe fonts the “fold”
devices
communication
behavior
brand personality
assortment price & promotions conditions
mobile e-mail facebook
new arrivals mail & social
sale
@PIETERJ / #BRANDCONV 62
appearance
product information trust & reassurance
SEO
UI patterns grids
product photography
web-safe fonts the “fold”
devices
communication
behavior
brand personality
assortment price & promotions conditions
mobile e-mail facebook
new arrivals mail & social
sale
@PIETERJ / #BRANDCONV 63
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
81 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
82 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
84 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
85 @PIETERJ / #BRANDCONV
fitsme.com
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
87 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
88 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
89 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
90 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
91 @PIETERJ / #BRANDCONV
STRATEGY FOLLOWS BRAND · Commerce · Advice · Relation · Community · Emotion
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Co-creation. Participative design.
The brand and audience that make together, stay together.
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
Somewhat disappointing: 92% of retailers share social media
insight with their marketing department
53% with customer service 36% with product development
96 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
97 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
98 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
99 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
100 @PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
101 @PIETERJ / #BRANDCONV
A TASTE OF RUNWAY.COM
103 @PIETERJ / #BRANDCONV
Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014
DON’T MESS WITH… · Main navigation · Basket top-right · Scannable and
scrollable PLP · Filters left,
maybe top · Clean PDP layout · Size guides &
measurements · The “fold” · ..the buttons.
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Louis Vuitton goes logo free in China
“At the risk of shocking everyone, the [rate of] sales growth at Louis Vuitton is not a problem,”
said LVMH Chairman and CEO Bernard Arnault at a shareholders’ meeting, stating that slow growth was part of the company’s “deliberate strategy”
to become more exclusive.
DARE TO DIFFER UNDERSTAND TONE OF VOICE INNOVATE
LOOK DIFFERENT INSPIRE (A BIT) NO DILEMMAS SURVIVE & THRIVE
TEXT TO GO WITH THE PREVIOUS · Yes, there are a lot of constraints in fashion e-commerce. · But it is definitely worth it to try and really convey your personality.
· The real fashion victim forgets how to be different. · Understand your brand. Find your core personality by looking outside-in or create it
from inside-out · Determine your tone of voice. What are you going say differently than your competitors? · Innovate or die. Only dead fish go with the flow. Expand your added value. There is so
much user experience (and thus branding) to be achieved there that lies untapped. · Be a chameleon and choose your color. Create your own unique visual DNA. · Understand not only the power, but also the limitations of inspirational content. · Choose your balance between making a hard sell and easing up. Metrics and AB testing
will help you decide. So no matter what you’ll choose to prioritize: experiment! · Remember, your survival is at stake and the rewards may be high.
155 @PIETERJ / #BRANDCONV