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Fashion E-commerce - Conversion versus branding? (SXSW 2014 talk)

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Information about Fashion E-commerce - Conversion versus branding? (SXSW 2014 talk)
Design

Published on March 8, 2014

Author: fabriquenl

Source: slideshare.net

Description

In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same. In this talk, Pieter Jongerius has brought together the worlds of fashion, touchpoint strategy and e-commerce design. It contains a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
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- Pieter Jongerius - FASHION E-COMMERCE CONVERSION VS. BRANDING? Survival of the fittest 1

@PIETERJ / #BRANDCONV 2

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Pieter Jong @PIETERJ / #BRANDCONV erius et al. eriu Pieter Jong s et al. 4

Conversion and branding go hand in hand Our challenge Conversion Branding Model Three areas of interest @PIETERJ / #BRANDCONV 5

Brand driven design @PIETERJ / #BRANDCONV 6

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BRANDING VS. CONVERSION?

Increasingly, patterns seem to be the enemy of creativity and innovation @PIETERJ / #BRANDCONV 21

It’s getting worse: @PIETERJ / #BRANDCONV 22

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1 second delay in page response 7 % cut in conversions 11% decline in page views 16% deduction in customer satisfaction @PIETERJ / #BRANDCONV 32

Conversion is king. @PIETERJ / #BRANDCONV 33

ON CONVERSION The king, disected. @PIETERJ / #BRANDCONV 34

Conversion is …branding! koning. @PIETERJ / #BRANDCONV 35

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Conversion is convention. …boring? @PIETERJ / #BRANDCONV 38

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? @PIETERJ / #BRANDCONV 41

How do our minds work? @PIETERJ / #BRANDCONV 42

CONVERSION MOTIVATION MOTIVATION fun! WIN FAIL USER ABILITY USABILITY boring but important SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED) @PIETERJ / #BRANDCONV 43

Branding is creating difference …not boring! @PIETERJ / #BRANDCONV 44

Conversion may be king … … but branding is everything! @PIETERJ / #BRANDCONV 46

ON BRANDING What is a brand anyway? @PIETERJ / #BRANDCONV 47

A brand is a network of associations in people’s heads @PIETERJ / #BRANDCONV 48

competitive tennis advertising NO logo Agassi production dynamics football Kluivert shoes USA multinational profit P&G Davids agressive competition Adidas NL elftal @PIETERJ / #BRANDCONV 49

Birkigt & Stadler @PIETERJ / #BRANDCONV 50

communication brand appearance behavior Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 51

communication Outs ide > in ? appearance behavior Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 52

communication brand personality appearance behavior Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 53

PERSONALITY INSPIRES @PIETERJ / #BRANDCONV 54

communication brand personality appearance ut e>o Insid behavior Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 55

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- Pieter Jongerius- COSTES BRAND STORY History & inspiration 58

BORN IN PARIS, INSPIRED BY THE WORLD

Back to our challenge. @PIETERJ / #BRANDCONV 60

? @PIETERJ / #BRANDCONV 61

product information trust & reassurance SEO new arrivals mail & social sale communication UI patterns grids product photography brand personality appearance web-safe fonts the “fold” devices @PIETERJ / #BRANDCONV behavior assortment price & promotions conditions mobile e-mail facebook 62

product information trust & reassurance SEO new arrivals mail & social sale communication UI patterns grids product photography brand personality appearance web-safe fonts the “fold” devices @PIETERJ / #BRANDCONV behavior assortment price & promotions conditions mobile e-mail facebook 63

? communication brand personality appearance @PIETERJ / #BRANDCONV behavior 64

Story telling @PIETERJ / #BRANDCONV 65

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Persuasive design @PIETERJ / #BRANDCONV 70

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scarcity @PIETERJ / #BRANDCONV 72

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Tone of voice & copy @PIETERJ / #BRANDCONV 74

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Shoedazzle Brand!t @PIETERJ / #BRANDCONV 77

communication brand personality appearance behavior ? @PIETERJ / #BRANDCONV 78

Only dead fish go with the flow. @PIETERJ / #BRANDCONV 79

BRANDING BY ADDING VALUE Commerce Advice Relation Community Emotion @PIETERJ / #BRANDCONV 80

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 81

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 82

@PIETERJ / #BRANDCONV 83

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 84

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV fitsme.com 85

@PIETERJ / #BRANDCONV 86

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 87

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 88

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 89

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 90

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 91

STRATEGY FOLLOWS BRAND · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 92

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Co-creation. Participative design. The brand and audience that make together, stay together. @PIETERJ / #BRANDCONV 95

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV Somewhat disappointing: 92% of retailers share social media insight with their marketing department 53% with customer service 36% with product development 96

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 97

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 98

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 99

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 100

BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 101

A TASTE OF RUNWAY.COM Cream of pumpkin and nuts Fendi SS 2014 @PIETERJ / #BRANDCONV 102

A TASTE OF RUNWAY.COM Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014 @PIETERJ / #BRANDCONV 103

BRANDING BY ADDING VALUE Commerce Advice Relation Community Emotion @PIETERJ / #BRANDCONV 104

communication brand personality appearance behavior ? @PIETERJ / #BRANDCONV 105

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. @PIETERJ / #BRANDCONV 106

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Some examples from our work @PIETERJ / #BRANDCONV 108

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independent, daring, down-to-earth

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web web @PIETERJ / #BRANDCONV 122

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Overboard? @PIETERJ / #BRANDCONV 129

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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. @PIETERJ / #BRANDCONV 136

✓ communication brand personality ✓ @PIETERJ / #BRANDCONV appearance behavior ✓ 138

communication brand personality appearance behavior :) @PIETERJ / #BRANDCONV 139

The classic dilemma @PIETERJ / #BRANDCONV 140

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@PIETERJ / #BRANDCONV A/B tests. which test won.com 144

And what about… @PIETERJ / #BRANDCONV 145

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Video is just for fans @PIETERJ / #BRANDCONV 147

“Inspiration” 20% / +20% basket size @PIETERJ / #BRANDCONV 151

SO… @PIETERJ / #BRANDCONV 152

✓ communication brand personality ✓ @PIETERJ / #BRANDCONV appearance behavior ✓ ✓ 153

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. @PIETERJ / #BRANDCONV 155

@PIETERJ / #BRANDCONV 156

brands, design & interaction Pieter Jongerius @pieterj @PIETERJ / #BRANDCONV all content copyright of their respective owners 157

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