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