1
- Pieter Jongerius -
FASHION E-COMMERCE
CONVERSION VS. BRANDING?
Survival of the fittest
2@PIETERJ / #BRANDCONV
3@PIETERJ / #BRANDCONV
4@PIETERJ / #BRANDCONV Pieter Jongerius et al.Pieter Jongerius et al.
5@PIETERJ / #BRANDCONV
Conversion and branding go hand in hand
Our challenge
Conversion
Branding
Model
Three areas of inte...
6@PIETERJ / #BRANDCONV
Brand driven design
@PIETERJ / #BRANDCONV 7
11@PIETERJ / #BRANDCONV
17@PIETERJ / #BRANDCONV
18@PIETERJ / #BRANDCONV
19@PIETERJ / #BRANDCONV
BRANDING VS. CONVERSION?
21@PIETERJ / #BRANDCONV
Increasingly, patterns seem to be the enemy
of creativity and innovation
22@PIETERJ / #BRANDCONV
It’s getting worse:
23@PIETERJ / #BRANDCONV
24@PIETERJ / #BRANDCONV
25@PIETERJ / #BRANDCONV
26@PIETERJ / #BRANDCONV
29@PIETERJ / #BRANDCONV
30@PIETERJ / #BRANDCONV
31@PIETERJ / #BRANDCONV
32@PIETERJ / #BRANDCONV
1
second delay in page response
7% cut in conversions
11% decline in page views
16% deduction in c...
33@PIETERJ / #BRANDCONV
Conversion is king.
ON CONVERSION
The king, disected.
34@PIETERJ / #BRANDCONV
35@PIETERJ / #BRANDCONV
Conversion is koning.…branding!
36@PIETERJ / #BRANDCONV
@PIETERJ / #BRANDCONV 37
38@PIETERJ / #BRANDCONV
Conversion is convention.
…boring?
39@PIETERJ / #BRANDCONV
40@PIETERJ / #BRANDCONV
41@PIETERJ / #BRANDCONV
?
How do our minds work?
@PIETERJ / #BRANDCONV 42
FAIL
CONVERSION
SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED)
43@PIETERJ / #BRANDCONV
USER ABILITY
MOTIVATION
WIN
MOTIVATI...
44@PIETERJ / #BRANDCONV
Branding is creating difference
…not boring!
46@PIETERJ / #BRANDCONV
Conversion may be king …
… but branding is everything!
ON BRANDING
What is a brand anyway?
47@PIETERJ / #BRANDCONV
48@PIETERJ / #BRANDCONV
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
p...
Birkigt & Stadler
@PIETERJ / #BRANDCONV 50
appearance
communication
behavior
brand
Birkigt&Stadler, 1986
@PIETERJ / #BRANDCONV 51
appearance
communication
behavior
?
Birkigt&Stadler, 1986
Outside > in
@PIETERJ / #BRANDCONV 52
appearance
communication
behavior
brand
personality
Birkigt&Stadler, 1986
@PIETERJ / #BRANDCONV 53
PERSONALITY INSPIRES
54@PIETERJ / #BRANDCONV
appearance
communication
behavior
brand
personality
Birkigt&Stadler, 1986
Inside > out
@PIETERJ / #BRANDCONV 55
57@PIETERJ / #BRANDCONV
- Pieter Jongerius-
COSTES BRAND STORY
History & inspiration
58
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
60@PIETERJ / #BRANDCONV
Back to our challenge.
61@PIETERJ / #BRANDCONV
?
appearance
product information
trust & reassurance
SEO
UI patterns
grids
product photography
web-safe fonts
the “fold”
dev...
appearance
product information
trust & reassurance
SEO
UI patterns
grids
product photography
web-safe fonts
the “fold”
dev...
?
appearance
communication
behavior
brand
personality
@PIETERJ / #BRANDCONV 64
65@PIETERJ / #BRANDCONV
Story telling
66@PIETERJ / #BRANDCONV
67@PIETERJ / #BRANDCONV
68@PIETERJ / #BRANDCONV
69@PIETERJ / #BRANDCONV
70@PIETERJ / #BRANDCONV
Persuasive design
71@PIETERJ / #BRANDCONV
72@PIETERJ / #BRANDCONV
scarcity
73@PIETERJ / #BRANDCONV
74@PIETERJ / #BRANDCONV
Tone of voice & copy
75@PIETERJ / #BRANDCONV
76@PIETERJ / #BRANDCONV
77@PIETERJ / #BRANDCONV
Shoedazzle
Brand!t
?
appearance
communication
behavior
brand
personality
@PIETERJ / #BRANDCONV 78
79@PIETERJ / #BRANDCONV
Only dead fish go with the flow.
BRANDING BY ADDING VALUE
Commerce
Advice
Relation
Community
Emotion
80@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
81@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
82@PIETERJ / #BRANDCONV
83@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
84@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
85@PIETERJ / #BRANDCONV
fitsme.com
86@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
87@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
88@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
89@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
90@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
91@PIETERJ / #BRANDCONV
STRATEGY FOLLOWS BRAND
· Commerce
· Advice
· Relation
· Community
· Emotion
92@PIETERJ / #BRANDCONV
93@PIETERJ / #BRANDCONV
94@PIETERJ / #BRANDCONV
95@PIETERJ / #BRANDCONV
Co-creation. Participative design.
The brand and audience
that make together, stay together.
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
Somewhat disappointing:
92% of retailers sha...
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
97@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
98@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
99@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
100@PIETERJ / #BRANDCONV
BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
101@PIETERJ / #BRANDCONV
A TASTE OF RUNWAY.COM
102@PIETERJ / #BRANDCONV
Cream of pumpkin
and nuts
Fendi SS 2014
A TASTE OF RUNWAY.COM
103@PIETERJ / #BRANDCONV
Tartar of vegetables,
apples and salmon
Franklin and Marshall
SS 2014
BRANDING BY ADDING VALUE
Commerce
Advice
Relation
Community
Emotion
104@PIETERJ / #BRANDCONV
?
appearance
communication
behavior
brand
personality
@PIETERJ / #BRANDCONV 105
DON’T MESS WITH…
·  Main navigation
·  Basket top-right
·  Scannable and
scrollable PLP
·  Filters left,
maybe top
·  Clea...
107@PIETERJ / #BRANDCONV
108@PIETERJ / #BRANDCONV
Some examples from our work
109@PIETERJ / #BRANDCONV
110@PIETERJ / #BRANDCONV
111@PIETERJ / #BRANDCONV
112@PIETERJ / #BRANDCONV
113@PIETERJ / #BRANDCONV
@PIETERJ / #BRANDCONV 115
independent,
daring,
down-to-earth
@PIETERJ / #BRANDCONV 117
119@PIETERJ / #BRANDCONV
121@PIETERJ / #BRANDCONV
@PIETERJ / #BRANDCONV 122
web
web
123@PIETERJ / #BRANDCONV
124@PIETERJ / #BRANDCONV
125@PIETERJ / #BRANDCONV
126@PIETERJ / #BRANDCONV
127@PIETERJ / #BRANDCONV
128@PIETERJ / #BRANDCONV
129@PIETERJ / #BRANDCONV
Overboard?
130@PIETERJ / #BRANDCONV
131@PIETERJ / #BRANDCONV
132@PIETERJ / #BRANDCONV
133@PIETERJ / #BRANDCONV
134@PIETERJ / #BRANDCONV
135@PIETERJ / #BRANDCONV
136@PIETERJ / #BRANDCONV
Louis Vuitton goes logo free in China
“At the risk of shocking everyone, the [rate of]
sales grow...
✓
appearance
communication
behavior
brand
personality
✓
✓
@PIETERJ / #BRANDCONV 138
:)
appearance
communication
behavior
brand
personality
@PIETERJ / #BRANDCONV 139
140@PIETERJ / #BRANDCONV
The classic dilemma
141@PIETERJ / #BRANDCONV
142@PIETERJ / #BRANDCONV
143@PIETERJ / #BRANDCONV
144@PIETERJ / #BRANDCONV
A/B tests.
which test won.com
145@PIETERJ / #BRANDCONV
And what about…
146@PIETERJ / #BRANDCONV
147@PIETERJ / #BRANDCONV
Video is just for fans
20% / +20%
basket size
“Inspiration”
@PIETERJ / #BRANDCONV 151
SO…
152@PIETERJ / #BRANDCONV
✓
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 i...
@PIETERJ / #BRANDCONV 156
157@PIETERJ / #BRANDCONV
all content copyright of their respective owners
Pieter
Jongerius
@pieterj
brands, design & inter...
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
Pieter Jongerius - Fabrique - eFashion2014
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Pieter Jongerius - Fabrique - eFashion2014

  1. 1. 1 - Pieter Jongerius - FASHION E-COMMERCE CONVERSION VS. BRANDING? Survival of the fittest
  2. 2. 2@PIETERJ / #BRANDCONV
  3. 3. 3@PIETERJ / #BRANDCONV
  4. 4. 4@PIETERJ / #BRANDCONV Pieter Jongerius et al.Pieter Jongerius et al.
  5. 5. 5@PIETERJ / #BRANDCONV Conversion and branding go hand in hand Our challenge Conversion Branding Model Three areas of interest
  6. 6. 6@PIETERJ / #BRANDCONV Brand driven design
  7. 7. @PIETERJ / #BRANDCONV 7
  8. 8. 11@PIETERJ / #BRANDCONV
  9. 9. 17@PIETERJ / #BRANDCONV
  10. 10. 18@PIETERJ / #BRANDCONV
  11. 11. 19@PIETERJ / #BRANDCONV
  12. 12. BRANDING VS. CONVERSION?
  13. 13. 21@PIETERJ / #BRANDCONV Increasingly, patterns seem to be the enemy of creativity and innovation
  14. 14. 22@PIETERJ / #BRANDCONV It’s getting worse:
  15. 15. 23@PIETERJ / #BRANDCONV
  16. 16. 24@PIETERJ / #BRANDCONV
  17. 17. 25@PIETERJ / #BRANDCONV
  18. 18. 26@PIETERJ / #BRANDCONV
  19. 19. 29@PIETERJ / #BRANDCONV
  20. 20. 30@PIETERJ / #BRANDCONV
  21. 21. 31@PIETERJ / #BRANDCONV
  22. 22. 32@PIETERJ / #BRANDCONV 1 second delay in page response 7% cut in conversions 11% decline in page views 16% deduction in customer satisfaction
  23. 23. 33@PIETERJ / #BRANDCONV Conversion is king.
  24. 24. ON CONVERSION The king, disected. 34@PIETERJ / #BRANDCONV
  25. 25. 35@PIETERJ / #BRANDCONV Conversion is koning.…branding!
  26. 26. 36@PIETERJ / #BRANDCONV
  27. 27. @PIETERJ / #BRANDCONV 37
  28. 28. 38@PIETERJ / #BRANDCONV Conversion is convention. …boring?
  29. 29. 39@PIETERJ / #BRANDCONV
  30. 30. 40@PIETERJ / #BRANDCONV
  31. 31. 41@PIETERJ / #BRANDCONV ?
  32. 32. How do our minds work? @PIETERJ / #BRANDCONV 42
  33. 33. FAIL CONVERSION SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED) 43@PIETERJ / #BRANDCONV USER ABILITY MOTIVATION WIN MOTIVATION USABILITY boring but important fun!
  34. 34. 44@PIETERJ / #BRANDCONV Branding is creating difference …not boring!
  35. 35. 46@PIETERJ / #BRANDCONV Conversion may be king … … but branding is everything!
  36. 36. ON BRANDING What is a brand anyway? 47@PIETERJ / #BRANDCONV
  37. 37. 48@PIETERJ / #BRANDCONV A brand is a network of associations in people’s heads
  38. 38. 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
  39. 39. Birkigt & Stadler @PIETERJ / #BRANDCONV 50
  40. 40. appearance communication behavior brand Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 51
  41. 41. appearance communication behavior ? Birkigt&Stadler, 1986 Outside > in @PIETERJ / #BRANDCONV 52
  42. 42. appearance communication behavior brand personality Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 53
  43. 43. PERSONALITY INSPIRES 54@PIETERJ / #BRANDCONV
  44. 44. appearance communication behavior brand personality Birkigt&Stadler, 1986 Inside > out @PIETERJ / #BRANDCONV 55
  45. 45. 57@PIETERJ / #BRANDCONV
  46. 46. - Pieter Jongerius- COSTES BRAND STORY History & inspiration 58
  47. 47. 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
  48. 48. 60@PIETERJ / #BRANDCONV Back to our challenge.
  49. 49. 61@PIETERJ / #BRANDCONV ?
  50. 50. 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 62
  51. 51. 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
  52. 52. ? appearance communication behavior brand personality @PIETERJ / #BRANDCONV 64
  53. 53. 65@PIETERJ / #BRANDCONV Story telling
  54. 54. 66@PIETERJ / #BRANDCONV
  55. 55. 67@PIETERJ / #BRANDCONV
  56. 56. 68@PIETERJ / #BRANDCONV
  57. 57. 69@PIETERJ / #BRANDCONV
  58. 58. 70@PIETERJ / #BRANDCONV Persuasive design
  59. 59. 71@PIETERJ / #BRANDCONV
  60. 60. 72@PIETERJ / #BRANDCONV scarcity
  61. 61. 73@PIETERJ / #BRANDCONV
  62. 62. 74@PIETERJ / #BRANDCONV Tone of voice & copy
  63. 63. 75@PIETERJ / #BRANDCONV
  64. 64. 76@PIETERJ / #BRANDCONV
  65. 65. 77@PIETERJ / #BRANDCONV Shoedazzle Brand!t
  66. 66. ? appearance communication behavior brand personality @PIETERJ / #BRANDCONV 78
  67. 67. 79@PIETERJ / #BRANDCONV Only dead fish go with the flow.
  68. 68. BRANDING BY ADDING VALUE Commerce Advice Relation Community Emotion 80@PIETERJ / #BRANDCONV
  69. 69. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 81@PIETERJ / #BRANDCONV
  70. 70. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 82@PIETERJ / #BRANDCONV
  71. 71. 83@PIETERJ / #BRANDCONV
  72. 72. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 84@PIETERJ / #BRANDCONV
  73. 73. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 85@PIETERJ / #BRANDCONV fitsme.com
  74. 74. 86@PIETERJ / #BRANDCONV
  75. 75. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 87@PIETERJ / #BRANDCONV
  76. 76. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 88@PIETERJ / #BRANDCONV
  77. 77. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 89@PIETERJ / #BRANDCONV
  78. 78. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 90@PIETERJ / #BRANDCONV
  79. 79. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 91@PIETERJ / #BRANDCONV
  80. 80. STRATEGY FOLLOWS BRAND · Commerce · Advice · Relation · Community · Emotion 92@PIETERJ / #BRANDCONV
  81. 81. 93@PIETERJ / #BRANDCONV
  82. 82. 94@PIETERJ / #BRANDCONV
  83. 83. 95@PIETERJ / #BRANDCONV Co-creation. Participative design. The brand and audience that make together, stay together.
  84. 84. 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 96@PIETERJ / #BRANDCONV
  85. 85. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 97@PIETERJ / #BRANDCONV
  86. 86. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 98@PIETERJ / #BRANDCONV
  87. 87. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 99@PIETERJ / #BRANDCONV
  88. 88. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 100@PIETERJ / #BRANDCONV
  89. 89. BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion 101@PIETERJ / #BRANDCONV
  90. 90. A TASTE OF RUNWAY.COM 102@PIETERJ / #BRANDCONV Cream of pumpkin and nuts Fendi SS 2014
  91. 91. A TASTE OF RUNWAY.COM 103@PIETERJ / #BRANDCONV Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014
  92. 92. BRANDING BY ADDING VALUE Commerce Advice Relation Community Emotion 104@PIETERJ / #BRANDCONV
  93. 93. ? appearance communication behavior brand personality @PIETERJ / #BRANDCONV 105
  94. 94. 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. 106@PIETERJ / #BRANDCONV
  95. 95. 107@PIETERJ / #BRANDCONV
  96. 96. 108@PIETERJ / #BRANDCONV Some examples from our work
  97. 97. 109@PIETERJ / #BRANDCONV
  98. 98. 110@PIETERJ / #BRANDCONV
  99. 99. 111@PIETERJ / #BRANDCONV
  100. 100. 112@PIETERJ / #BRANDCONV
  101. 101. 113@PIETERJ / #BRANDCONV
  102. 102. @PIETERJ / #BRANDCONV 115
  103. 103. independent, daring, down-to-earth
  104. 104. @PIETERJ / #BRANDCONV 117
  105. 105. 119@PIETERJ / #BRANDCONV
  106. 106. 121@PIETERJ / #BRANDCONV
  107. 107. @PIETERJ / #BRANDCONV 122 web web
  108. 108. 123@PIETERJ / #BRANDCONV
  109. 109. 124@PIETERJ / #BRANDCONV
  110. 110. 125@PIETERJ / #BRANDCONV
  111. 111. 126@PIETERJ / #BRANDCONV
  112. 112. 127@PIETERJ / #BRANDCONV
  113. 113. 128@PIETERJ / #BRANDCONV
  114. 114. 129@PIETERJ / #BRANDCONV Overboard?
  115. 115. 130@PIETERJ / #BRANDCONV
  116. 116. 131@PIETERJ / #BRANDCONV
  117. 117. 132@PIETERJ / #BRANDCONV
  118. 118. 133@PIETERJ / #BRANDCONV
  119. 119. 134@PIETERJ / #BRANDCONV
  120. 120. 135@PIETERJ / #BRANDCONV
  121. 121. 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.
  122. 122. ✓ appearance communication behavior brand personality ✓ ✓ @PIETERJ / #BRANDCONV 138
  123. 123. :) appearance communication behavior brand personality @PIETERJ / #BRANDCONV 139
  124. 124. 140@PIETERJ / #BRANDCONV The classic dilemma
  125. 125. 141@PIETERJ / #BRANDCONV
  126. 126. 142@PIETERJ / #BRANDCONV
  127. 127. 143@PIETERJ / #BRANDCONV
  128. 128. 144@PIETERJ / #BRANDCONV A/B tests. which test won.com
  129. 129. 145@PIETERJ / #BRANDCONV And what about…
  130. 130. 146@PIETERJ / #BRANDCONV
  131. 131. 147@PIETERJ / #BRANDCONV Video is just for fans
  132. 132. 20% / +20% basket size “Inspiration” @PIETERJ / #BRANDCONV 151
  133. 133. SO… 152@PIETERJ / #BRANDCONV
  134. 134. ✓ appearance communication behavior brand personality ✓ ✓ @PIETERJ / #BRANDCONV 153 ✓
  135. 135. DARE TO DIFFER UNDERSTAND TONE OF VOICE INNOVATE LOOK DIFFERENT INSPIRE (A BIT) NO DILEMMAS SURVIVE & THRIVE
  136. 136. 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. 155@PIETERJ / #BRANDCONV
  137. 137. @PIETERJ / #BRANDCONV 156
  138. 138. 157@PIETERJ / #BRANDCONV all content copyright of their respective owners Pieter Jongerius @pieterj brands, design & interaction

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