why e-commerce shouldn’tinsightinnovation.org/iiex-presentations/eu19/joris.pdf · 1 why...
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Why E-Commerce Shouldn’t
Focus on A+ Content
– and What to Do InsteadIIeX 2019 EU, Amsterdam
Joris De Bruyne
19th Feb 2019
x
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Where should brands start?
Assortment &
availability
Pricing &
promotions
Sales & share
1P/3P sales analytics
Availability
Search &
placement
Traffic
Product
content
Ratings &
reviews
Conversion
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A+ Enhanced Marketing Content!
Vivid imagery
Brand banner
Promote lifestyle
In use images
Comparison Matrix
Tell Brand story
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Is investing in A+ content the right thing?
Base = 5,422 products
55%
23%
8%
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Digital commerce: starting point
52/20/2019EyeSee5
High level conscious online shopper strategy
Explicit methods:
• Questionnaires
• Secondary/desk research
Shopper
behavior
Purchase intent
Action
Overall market share
The value/volume of total online sales
The value/volume total offline sales
Share of online vs. offline sales
Low level subconscious shopper behavior
Implicit methods:
Since >80% of shoppers’ behavior is
subconscious, using implicit tests is essential
Strategy
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“Consumers don’t think how they feel. They don’t say what they think and they
don’t do what they say.”– Ogilvy
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Understand behavior, grow further
7
2016
interactive shelves
2017
virtual shopping
2018
mobile platform
2015
remote UX
2013
online eye tracking
2014
online facial coding
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Understanding online shopping behavior
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Mission
Click tracking
Facial coding
How do consumers navigate
to your products?
Eye tracking
Will the product attract
attention?
Click tracking
Questionnaire
Will shoppers buy
your product?
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1. Getting the basics right = HERO IMAGES
2/20/2019EyeSee
1. Brand?
2. Format?
2. Variant?
2. Size?
Yes
Yes
Yes
YesNo
No
No
Maybe
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Case study
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Hero images increase online sales up to 15%
Base: 126 package designs over 500 respondents
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What if we challenge the approach?
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Hero images can impact brand equity as well
Base: 126 package designs over 500 respondents
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2. Decoding the product page
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14% sales conversion advantage
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Visibility & attention don’t lie
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Why?
Larger product imageVisible and user-friendly “add to
cart” section
Visible and user-friendly quantity
price
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(Product) image is worth a thousand words
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3. Be ready to leverage the nudge with a layout revamp
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Path to purchase comparison
Old design New design
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Navigation comparison
Success rate
78% 75% 89.9s 76.4s
Time spent
2.6 3.1
Number of steps
Old design New design
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Building the experience to the next level
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Key takeaways
Understand the behavior of your customers:A+ enhanced marketing
content vs ROI?1. Get your HERO imagery right
2. Decode the product page / retailer
3. Be ready to leverage the nudge with a layout revamp
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