fashion e-commerce - conversion versus branding? (sxsw 2014 talk by pieter jongerius)
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- Pieter Jongerius -
FASHION E-COMMERCE CONVERSION VS. BRANDING?
Survival of the fittest
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Conversion and branding go hand in hand
Our challenge Conversion Branding
Model Three areas of interest
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Brand driven design
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BRANDING VS. CONVERSION?
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Increasingly, patterns seem to be the enemy of creativity and innovation
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It’s getting worse:
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1 second delay in page response
7% cut in conversions
11% decline in page views
16% deduction in customer satisfaction
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Conversion is king.
ON CONVERSION The king, disected.
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Conversion is koning. …branding!
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Conversion is convention.
…boring?
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?
How do our minds work?
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FAIL
CONVERSION
SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED)
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USER ABILITY
MO
TIV
AT
ION
WIN M
OT
IVA
TIO
N
USABILITY boring but important
fun!
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Branding is creating difference
…not boring!
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Conversion may be king … … but branding is everything!
ON BRANDING What is a brand anyway?
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A brand is a network of associations in people’s heads
advertising
shoes
competitive
Davids
football dynamics
Kluivert
Adidas
NL elftal
agressive competition
USA multinational
profit P&G
production
NO logo
Agassi
tennis
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Birkigt & Stadler
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appearance
communication
behavior
brand
Birkigt&Stadler, 1986
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appearance
communication
behavior
?
Birkigt&Stadler, 1986
Outside > in
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appearance
communication
behavior
brand personality
Birkigt&Stadler, 1986
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PERSONALITY INSPIRES
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appearance
communication
behavior
brand personality
Birkigt&Stadler, 1986
Inside > out
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- Pieter Jongerius-
COSTES BRAND STORY History & inspiration
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B O R N I N P A R I S , I N S P I R E D B Y T H E W O R L D
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Back to our challenge.
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?
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
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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
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?
appearance
communication
behavior
brand personality
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Story telling
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Persuasive design
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scarcity
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Tone of voice & copy
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Shoedazzle Brand!t
? appearance
communication
behavior
brand personality
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Only dead fish go with the flow.
BRANDING BY ADDING VALUE
Commerce Advice
Relation Community
Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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fitsme.com
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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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
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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A TASTE OF RUNWAY.COM
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Cream of pumpkin and nuts Fendi SS 2014
A TASTE OF RUNWAY.COM
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Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014
BRANDING BY ADDING VALUE
Commerce Advice
Relation Community
Emotion
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? appearance
communication
behavior
brand personality
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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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Some examples from our work
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independent, daring,
down-to-earth
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web
web
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Overboard?
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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.
✓ appearance
communication
behavior
brand personality
✓
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:) appearance
communication
behavior
brand personality
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The classic dilemma
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A/B tests. which test won.com
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And what about…
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Video is just for fans
20% / +20% basket size
“Inspiration”
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SO…
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✓ appearance
communication
behavior
brand personality
✓
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✓
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.
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157 @PIETERJ / #BRANDCONV all content copyright of their respective owners
Pieter Jongerius
@pieterj
brands, design & interaction
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