Right Brain / Left Brain Commerce

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Brian Vella, MD, DTDigital, and Corinne Wilson, Digital Marketing Manager, Honda Australia, explore how successful ecommerce appeals to both our emotional and rational sides.

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Right Brain / Left Brain Commerce

  1. 1. RIGHT BRAIN / LEFT BRAIN COMMERCE
  2. 2. OFFLINE RETAIL FOCUS SERVICE EXPERIENCE MERCHANDISE TECHNOLOGY
  3. 3. ONLINE RETAIL FOCUS TECHNOLOGY MERCHANDISE EXPERIENCE SERVICE
  4. 4. ONLINE RETAIL FOCUS Differentiation starts here Sales and BrandPerformance Many stop here Technology Experience Service Effort
  5. 5. ONLINE RETAIL FOCUS Sales and BrandPerformance • Luxury brands • Travel • Automotive Technology Experience Service Effort
  6. 6. PHILOSOPHY P People Understand you customers’ activity and behaviour O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology Decide which technologies to use
  7. 7. DT ONLINE CUSTOMEREXPERIENCE PATHWAY
  8. 8. DT ONLINE CUSTOMEREXPERIENCE PATHWAY CONSUMER INTENT
  9. 9. DT ONLINE CUSTOMEREXPERIENCE PATHWAY CONSUMER INTENT +USE CENTRED DESIGN
  10. 10. Consumer Intent
  11. 11. DIGITAL BODY LANGUAGE
  12. 12. HONDA ECOSYSTEM WEBSITE MOBILE CONVERSIONS 360 spins/ printed CONTENT colour options video content brochure interactives mobile requests applications content strategy test drive ADVERTISING bookings DIGITAL PRESENCE mobile website honda one brochure online display EMAIL honda.com.au DIGITAL requests showroom INSTALLATIONS data and viral triggered analytics find a dealer campaigns emails honda mobile dream wall social presence launch emails iPad applications social strategy SEARCH SOCIAL Twitter AWARENESS honda eNews ENGAGEMENT SEM Facebook monitoring ACTIVE CONSIDERATION YouTube honda one SEO management RELATIONSHIP BUILDING news ADVOCACY
  13. 13. USER-CENTRED DESIGN PROCESS
  14. 14. EARLY PROTOTYPE
  15. 15. FINAL VERSION (LIVE)
  16. 16. COMPARISON
  17. 17. OLD CIVIC PAGE
  18. 18. NEW CIVIC PAGE
  19. 19. OLD CIVIC PAGE
  20. 20. NEW CIVIC PAGE
  21. 21. RESULTSTest Drive Requests +52.5%Brochure Requests +61.2%Brochure Downloads +99.7% 2 months before and after change
  22. 22. CALLS TO ACTION
  23. 23. TESTLEARNADAPT
  24. 24. SUCCESS IS 99% FAILURE
  25. 25. SUMMARY1. Don’t overlook what you already know2. People first, technology last3. Right brain / left brain to improve conversion4. Never stop learning and adapting
  26. 26. THANKSBrian Vella / brian.vella@dtdigital.com.au @brian_vella @dtdigital @corinne_wilson @honda_australia

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