the importance of outstanding creative in maximising conversion - ecommerce … · 2020-04-17 ·...

THE IMPORTANCE OF

OUTSTANDING CREATIVE

IN MAXIMISING CONVERSION

Simon Bell,

Managing Director,

Diligent Commerce

ECOMMERCE CONVERSION

RATES ARE LOW 01

DESIGN IS THE MOST IMPORTANT! 02

THE SAME PRINCIPLES APPLY

TO WEBSITE DESIGN 03

WHY DO ALL E-SHOPS

LOOK THE SAME? 04

• Template software

• Analogue businesses

• Copycats

• Obsession with the conversion metrics

More focus on the function than the form

WHY DO ALL E-SHOPS LOOK THE SAME?

THE CASE FOR ‘FORM’ 05

‘THE ATTRACTIVENESS BIAS’ 06

Attractive people are generally perceived more positively

than unattractive people.

We have a tendency to view attractive people as more

intelligent, competent, moral, and sociable than

unattractive people.

Attractive people receive more attention from the opposite

sex, more affection from mothers, more leniency from

judges and juries.

Attractive people are even preferred in hiring and will make

more money, all other things being equal.

BEAUTIFUL THINGS FUNCTION BETTER! 08

WHAT OF ECOMMERCE DESIGN? 08

HOW DO WE APPROACH THIS?

ASK YOURSELF THIS

• Requirements gathering: are these requirements all functions?

• What’s the function of a website?

• Does the website have a single function?

• Should the e-commerce website simply sell online?

ECOMMERCE WEBSITES DO MORE THAN SELL

• Drive traffic

• Drive traffic offline

• Inform, educate and entertain

• Build brand

• It starts a relationship

• Understanding, empathy

Success criteria not function, should determine form.

SOME BEAUTIFUL

ECOMMERCE WEBSITES 09

• Visual appeal

• Clarity

• Strong visual hierarchy

• Keep my attention

• One primary action per screen

TOWARDS OUTSTANDING CREATIVE - TIPS

DILIGENT 10

MAGENTO – A CREATIVE PALATE 11

Ajax Search Shop-able lookbooks

Clearer Product page Custom Checkout

Ajax Search Ajax Basket

Shop-able lookbook Product filtering

Ajax Search Ajax Basket

Custom My Account Custom Checkout

THE IMPORTANCE OF A GREAT CLIENT! 12

• A challenging customer!

• A difficult inventory

• A challenging customer!

• A difficult inventory

• The Magento + Agency experience

• The results

• The future

TOWARDS OUTSTANDING CREATIVE 13

A DESTINATION NOT A WEBSITE

A BRANDED EXPERIENCE

• Impactful design

• Great photography

• Great art direction

• Compelling content

TOWARDS OUTSTANDING CREATIVE - TIPS

CONCLUSION 14

• Invest in the form not simply the function

• Identify success criteria

• Trust in Magento but work with an expert!

• Be Different!

CONCLUSION

THANKS! 15