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

2 @PIETERJ / #BRANDCONV

4 @PIETERJ / #BRANDCONV Pieter Jongerius et al. Pieter Jongerius et al.


Conversion and branding go hand in hand

Our challenge Conversion Branding

Model Three areas of interest


Brand driven design

@PIETERJ / #BRANDCONV 7

BRANDING VS. CONVERSION?


Increasingly, patterns seem to be the enemy of creativity and innovation


It’s getting worse:


1 second delay in page response

7% cut in conversions

11% decline in page views

16% deduction in customer satisfaction


Conversion is king.

ON CONVERSION The king, disected.



Conversion is koning. …branding!


Conversion is convention.

…boring?


?

How do our minds work?


FAIL

CONVERSION

SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED)


USER ABILITY

MO

TIV

AT

ION

WIN M

OT

IVA

TIO

N

USABILITY boring but important

fun!


Branding is creating difference

…not boring!


Conversion may be king … … but branding is everything!

ON BRANDING What is a brand anyway?



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


Birkigt & Stadler


appearance

communication

behavior

brand

Birkigt&Stadler, 1986


appearance

communication

behavior

?


Outside > in


appearance

communication

behavior

brand personality



PERSONALITY INSPIRES


appearance

communication

behavior

brand personality


Inside > out


- 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


Back to our challenge.


?

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


?

appearance

communication

behavior

brand personality



Story telling


Persuasive design


scarcity


Tone of voice & copy


Shoedazzle Brand!t

? appearance

communication

behavior

brand personality



Only dead fish go with the flow.

BRANDING BY ADDING VALUE

Commerce Advice

Relation Community

Emotion


BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion




fitsme.com

STRATEGY FOLLOWS BRAND · Commerce · Advice · Relation · Community · Emotion



Co-creation. Participative design.

The brand and audience that make together, stay together.


Somewhat disappointing: 92% of retailers share social media

insight with their marketing department

53% with customer service 36% with product development


A TASTE OF RUNWAY.COM


Cream of pumpkin and nuts Fendi SS 2014

A TASTE OF RUNWAY.COM


Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014

BRANDING BY ADDING VALUE

Commerce Advice

Relation Community

Emotion


? appearance

communication

behavior

brand personality


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.



Some examples from our work

independent, daring,

down-to-earth


web

web


Overboard?


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

✓

✓ @PIETERJ / #BRANDCONV 138

:) appearance

communication

behavior

brand personality



The classic dilemma


A/B tests. which test won.com


And what about…


Video is just for fans

20% / +20% basket size

“Inspiration”


SO…


✓ appearance

communication

behavior

brand personality

✓

✓ @PIETERJ / #BRANDCONV 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.


157 @PIETERJ / #BRANDCONV all content copyright of their respective owners

Pieter Jongerius

@pieterj

brands, design & interaction

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

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Transcript of Fashion E-commerce - Conversion versus branding? (SXSW 2014 talk by Pieter Jongerius)