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

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In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using ...

In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same. In this talk, Pieter Jongerius has brought together the worlds of fashion, touchpoint strategy and e-commerce design. It contains a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.

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

  • - Pieter Jongerius - FASHION E-COMMERCE CONVERSION VS. BRANDING? Survival of the fittest 1
  • @PIETERJ / #BRANDCONV 2
  • @PIETERJ / #BRANDCONV 3
  • Pieter Jong @PIETERJ / #BRANDCONV erius et al. eriu Pieter Jong s et al. 4
  • Conversion and branding go hand in hand Our challenge Conversion Branding Model Three areas of interest @PIETERJ / #BRANDCONV 5
  • Brand driven design @PIETERJ / #BRANDCONV 6
  • @PIETERJ / #BRANDCONV 7
  • @PIETERJ / #BRANDCONV 11
  • @PIETERJ / #BRANDCONV 17
  • @PIETERJ / #BRANDCONV 18
  • @PIETERJ / #BRANDCONV 19
  • BRANDING VS. CONVERSION?
  • Increasingly, patterns seem to be the enemy of creativity and innovation @PIETERJ / #BRANDCONV 21
  • It’s getting worse: @PIETERJ / #BRANDCONV 22
  • @PIETERJ / #BRANDCONV 23
  • @PIETERJ / #BRANDCONV 24
  • @PIETERJ / #BRANDCONV 25
  • @PIETERJ / #BRANDCONV 26
  • @PIETERJ / #BRANDCONV 29
  • @PIETERJ / #BRANDCONV 30
  • @PIETERJ / #BRANDCONV 31
  • 1 second delay in page response 7 % cut in conversions 11% decline in page views 16% deduction in customer satisfaction @PIETERJ / #BRANDCONV 32
  • Conversion is king. @PIETERJ / #BRANDCONV 33
  • ON CONVERSION The king, disected. @PIETERJ / #BRANDCONV 34
  • Conversion is …branding! koning. @PIETERJ / #BRANDCONV 35
  • @PIETERJ / #BRANDCONV 36
  • @PIETERJ / #BRANDCONV 37
  • Conversion is convention. …boring? @PIETERJ / #BRANDCONV 38
  • @PIETERJ / #BRANDCONV 39
  • @PIETERJ / #BRANDCONV 40
  • ? @PIETERJ / #BRANDCONV 41
  • How do our minds work? @PIETERJ / #BRANDCONV 42
  • CONVERSION MOTIVATION MOTIVATION fun! WIN FAIL USER ABILITY USABILITY boring but important SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED) @PIETERJ / #BRANDCONV 43
  • Branding is creating difference …not boring! @PIETERJ / #BRANDCONV 44
  • Conversion may be king … … but branding is everything! @PIETERJ / #BRANDCONV 46
  • ON BRANDING What is a brand anyway? @PIETERJ / #BRANDCONV 47
  • A brand is a network of associations in people’s heads @PIETERJ / #BRANDCONV 48
  • competitive tennis advertising NO logo Agassi production dynamics football Kluivert shoes USA multinational profit P&G Davids agressive competition Adidas NL elftal @PIETERJ / #BRANDCONV 49
  • Birkigt & Stadler @PIETERJ / #BRANDCONV 50
  • communication brand appearance behavior Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 51
  • communication Outs ide > in ? appearance behavior Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 52
  • communication brand personality appearance behavior Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 53
  • PERSONALITY INSPIRES @PIETERJ / #BRANDCONV 54
  • communication brand personality appearance ut e>o Insid behavior Birkigt&Stadler, 1986 @PIETERJ / #BRANDCONV 55
  • @PIETERJ / #BRANDCONV 57
  • - Pieter Jongerius- COSTES BRAND STORY History & inspiration 58
  • BORN IN PARIS, INSPIRED BY THE WORLD
  • Back to our challenge. @PIETERJ / #BRANDCONV 60
  • ? @PIETERJ / #BRANDCONV 61
  • product information trust & reassurance SEO new arrivals mail & social sale communication UI patterns grids product photography brand personality appearance web-safe fonts the “fold” devices @PIETERJ / #BRANDCONV behavior assortment price & promotions conditions mobile e-mail facebook 62
  • product information trust & reassurance SEO new arrivals mail & social sale communication UI patterns grids product photography brand personality appearance web-safe fonts the “fold” devices @PIETERJ / #BRANDCONV behavior assortment price & promotions conditions mobile e-mail facebook 63
  • ? communication brand personality appearance @PIETERJ / #BRANDCONV behavior 64
  • Story telling @PIETERJ / #BRANDCONV 65
  • @PIETERJ / #BRANDCONV 66
  • @PIETERJ / #BRANDCONV 67
  • @PIETERJ / #BRANDCONV 68
  • @PIETERJ / #BRANDCONV 69
  • Persuasive design @PIETERJ / #BRANDCONV 70
  • @PIETERJ / #BRANDCONV 71
  • scarcity @PIETERJ / #BRANDCONV 72
  • @PIETERJ / #BRANDCONV 73
  • Tone of voice & copy @PIETERJ / #BRANDCONV 74
  • @PIETERJ / #BRANDCONV 75
  • @PIETERJ / #BRANDCONV 76
  • Shoedazzle Brand!t @PIETERJ / #BRANDCONV 77
  • communication brand personality appearance behavior ? @PIETERJ / #BRANDCONV 78
  • Only dead fish go with the flow. @PIETERJ / #BRANDCONV 79
  • BRANDING BY ADDING VALUE Commerce Advice Relation Community Emotion @PIETERJ / #BRANDCONV 80
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 81
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 82
  • @PIETERJ / #BRANDCONV 83
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 84
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV fitsme.com 85
  • @PIETERJ / #BRANDCONV 86
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 87
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 88
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 89
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 90
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 91
  • STRATEGY FOLLOWS BRAND · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 92
  • @PIETERJ / #BRANDCONV 93
  • @PIETERJ / #BRANDCONV 94
  • Co-creation. Participative design. The brand and audience that make together, stay together. @PIETERJ / #BRANDCONV 95
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV Somewhat disappointing: 92% of retailers share social media insight with their marketing department 53% with customer service 36% with product development 96
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 97
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 98
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 99
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 100
  • BRANDING BY ADDING VALUE · Commerce · Advice · Relation · Community · Emotion @PIETERJ / #BRANDCONV 101
  • A TASTE OF RUNWAY.COM Cream of pumpkin and nuts Fendi SS 2014 @PIETERJ / #BRANDCONV 102
  • A TASTE OF RUNWAY.COM Tartar of vegetables, apples and salmon Franklin and Marshall SS 2014 @PIETERJ / #BRANDCONV 103
  • BRANDING BY ADDING VALUE Commerce Advice Relation Community Emotion @PIETERJ / #BRANDCONV 104
  • communication brand personality appearance behavior ? @PIETERJ / #BRANDCONV 105
  • 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. @PIETERJ / #BRANDCONV 106
  • @PIETERJ / #BRANDCONV 107
  • Some examples from our work @PIETERJ / #BRANDCONV 108
  • @PIETERJ / #BRANDCONV 109
  • @PIETERJ / #BRANDCONV 110
  • @PIETERJ / #BRANDCONV 111
  • @PIETERJ / #BRANDCONV 112
  • @PIETERJ / #BRANDCONV 113
  • @PIETERJ / #BRANDCONV 115
  • independent, daring, down-to-earth
  • @PIETERJ / #BRANDCONV 117
  • @PIETERJ / #BRANDCONV 119
  • @PIETERJ / #BRANDCONV 121
  • web web @PIETERJ / #BRANDCONV 122
  • @PIETERJ / #BRANDCONV 123
  • @PIETERJ / #BRANDCONV 124
  • @PIETERJ / #BRANDCONV 125
  • @PIETERJ / #BRANDCONV 126
  • @PIETERJ / #BRANDCONV 127
  • @PIETERJ / #BRANDCONV 128
  • Overboard? @PIETERJ / #BRANDCONV 129
  • @PIETERJ / #BRANDCONV 130
  • @PIETERJ / #BRANDCONV 131
  • @PIETERJ / #BRANDCONV 132
  • @PIETERJ / #BRANDCONV 133
  • @PIETERJ / #BRANDCONV 134
  • @PIETERJ / #BRANDCONV 135
  • 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. @PIETERJ / #BRANDCONV 136
  • ✓ communication brand personality ✓ @PIETERJ / #BRANDCONV appearance behavior ✓ 138
  • communication brand personality appearance behavior :) @PIETERJ / #BRANDCONV 139
  • The classic dilemma @PIETERJ / #BRANDCONV 140
  • @PIETERJ / #BRANDCONV 141
  • @PIETERJ / #BRANDCONV 142
  • @PIETERJ / #BRANDCONV 143
  • @PIETERJ / #BRANDCONV A/B tests. which test won.com 144
  • And what about… @PIETERJ / #BRANDCONV 145
  • @PIETERJ / #BRANDCONV 146
  • Video is just for fans @PIETERJ / #BRANDCONV 147
  • “Inspiration” 20% / +20% basket size @PIETERJ / #BRANDCONV 151
  • SO… @PIETERJ / #BRANDCONV 152
  • ✓ communication brand personality ✓ @PIETERJ / #BRANDCONV appearance behavior ✓ ✓ 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. @PIETERJ / #BRANDCONV 155
  • @PIETERJ / #BRANDCONV 156
  • brands, design & interaction Pieter Jongerius @pieterj @PIETERJ / #BRANDCONV all content copyright of their respective owners 157