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)
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1
- Pieter Jongerius -
FASHION E-COMMERCE CONVERSION VS. BRANDING?
Survival of the fittest
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2 @PIETERJ / #BRANDCONV
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3 @PIETERJ / #BRANDCONV
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4 @PIETERJ / #BRANDCONV Pieter Jongerius et al. Pieter Jongerius et al.
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5 @PIETERJ / #BRANDCONV
Conversion and branding go hand in hand
Our challenge Conversion Branding
Model Three areas of interest
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6 @PIETERJ / #BRANDCONV
Brand driven design
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11 @PIETERJ / #BRANDCONV
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17 @PIETERJ / #BRANDCONV
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18 @PIETERJ / #BRANDCONV
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19 @PIETERJ / #BRANDCONV
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BRANDING VS. CONVERSION?
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21 @PIETERJ / #BRANDCONV
Increasingly, patterns seem to be the enemy of creativity and innovation
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22 @PIETERJ / #BRANDCONV
It’s getting worse:
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23 @PIETERJ / #BRANDCONV
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24 @PIETERJ / #BRANDCONV
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25 @PIETERJ / #BRANDCONV
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26 @PIETERJ / #BRANDCONV
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29 @PIETERJ / #BRANDCONV
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30 @PIETERJ / #BRANDCONV
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31 @PIETERJ / #BRANDCONV
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32 @PIETERJ / #BRANDCONV
1 second delay in page response
7% cut in conversions
11% decline in page views
16% deduction in customer satisfaction
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33 @PIETERJ / #BRANDCONV
Conversion is king.
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ON CONVERSION The king, disected.
34 @PIETERJ / #BRANDCONV
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35 @PIETERJ / #BRANDCONV
Conversion is koning. …branding!
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36 @PIETERJ / #BRANDCONV
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@PIETERJ / #BRANDCONV 37
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38 @PIETERJ / #BRANDCONV
Conversion is convention.
…boring?
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39 @PIETERJ / #BRANDCONV
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40 @PIETERJ / #BRANDCONV
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41 @PIETERJ / #BRANDCONV
?
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How do our minds work?
@PIETERJ / #BRANDCONV 42
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FAIL
CONVERSION
SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED)
43 @PIETERJ / #BRANDCONV
USER ABILITY
MO
TIV
AT
ION
WIN M
OT
IVA
TIO
N
USABILITY boring but important
fun!
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44 @PIETERJ / #BRANDCONV
Branding is creating difference
…not boring!
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46 @PIETERJ / #BRANDCONV
Conversion may be king … … but branding is everything!
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ON BRANDING What is a brand anyway?
47 @PIETERJ / #BRANDCONV
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48 @PIETERJ / #BRANDCONV
A brand is a network of associations in people’s heads
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advertising
shoes
competitive
Davids
football dynamics
Kluivert
Adidas
NL elftal
agressive competition
USA multinational
profit P&G
production
NO logo
Agassi
tennis
@PIETERJ / #BRANDCONV 49
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Birkigt & Stadler
@PIETERJ / #BRANDCONV 50
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appearance
communication
behavior
brand
Birkigt&Stadler, 1986
@PIETERJ / #BRANDCONV 51
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appearance
communication
behavior
?
Birkigt&Stadler, 1986
Outside > in
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appearance
communication
behavior
brand personality
Birkigt&Stadler, 1986
@PIETERJ / #BRANDCONV 53
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PERSONALITY INSPIRES
54 @PIETERJ / #BRANDCONV
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appearance
communication
behavior
brand personality
Birkigt&Stadler, 1986
Inside > out
@PIETERJ / #BRANDCONV 55
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57 @PIETERJ / #BRANDCONV
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- Pieter Jongerius-
COSTES BRAND STORY History & inspiration
58
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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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60 @PIETERJ / #BRANDCONV
Back to our challenge.
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61 @PIETERJ / #BRANDCONV
?
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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
@PIETERJ / #BRANDCONV 63
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?
appearance
communication
behavior
brand personality
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65 @PIETERJ / #BRANDCONV
Story telling
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66 @PIETERJ / #BRANDCONV
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67 @PIETERJ / #BRANDCONV
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68 @PIETERJ / #BRANDCONV
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69 @PIETERJ / #BRANDCONV
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70 @PIETERJ / #BRANDCONV
Persuasive design
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71 @PIETERJ / #BRANDCONV
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72 @PIETERJ / #BRANDCONV
scarcity
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73 @PIETERJ / #BRANDCONV
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74 @PIETERJ / #BRANDCONV
Tone of voice & copy
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75 @PIETERJ / #BRANDCONV
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76 @PIETERJ / #BRANDCONV
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77 @PIETERJ / #BRANDCONV
Shoedazzle Brand!t
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? appearance
communication
behavior
brand personality
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79 @PIETERJ / #BRANDCONV
Only dead fish go with the flow.
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BRANDING BY ADDING VALUE
Commerce Advice
Relation Community
Emotion
80 @PIETERJ / #BRANDCONV
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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
82 @PIETERJ / #BRANDCONV
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83 @PIETERJ / #BRANDCONV
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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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86 @PIETERJ / #BRANDCONV
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
87 @PIETERJ / #BRANDCONV
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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
92 @PIETERJ / #BRANDCONV
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93 @PIETERJ / #BRANDCONV
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94 @PIETERJ / #BRANDCONV
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95 @PIETERJ / #BRANDCONV
Co-creation. Participative design.
The brand and audience that make together, stay together.
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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
100 @PIETERJ / #BRANDCONV
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BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion
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A TASTE OF RUNWAY.COM
102 @PIETERJ / #BRANDCONV
Cream of pumpkin and nuts Fendi SS 2014
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A TASTE OF RUNWAY.COM
103 @PIETERJ / #BRANDCONV
Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014
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BRANDING BY ADDING VALUE
Commerce Advice
Relation Community
Emotion
104 @PIETERJ / #BRANDCONV
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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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107 @PIETERJ / #BRANDCONV
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Some examples from our work
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111 @PIETERJ / #BRANDCONV
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112 @PIETERJ / #BRANDCONV
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113 @PIETERJ / #BRANDCONV
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independent, daring,
down-to-earth
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119 @PIETERJ / #BRANDCONV
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web
web
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124 @PIETERJ / #BRANDCONV
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125 @PIETERJ / #BRANDCONV
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128 @PIETERJ / #BRANDCONV
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Overboard?
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130 @PIETERJ / #BRANDCONV
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131 @PIETERJ / #BRANDCONV
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135 @PIETERJ / #BRANDCONV
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136 @PIETERJ / #BRANDCONV
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.
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✓ 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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147 @PIETERJ / #BRANDCONV
Video is just for fans
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20% / +20% basket size
“Inspiration”
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SO…
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✓ appearance
communication
behavior
brand personality
✓
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✓
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DARE TO DIFFER UNDERSTAND TONE OF VOICE INNOVATE
LOOK DIFFERENT INSPIRE (A BIT) NO DILEMMAS SURVIVE & THRIVE
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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