Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Webinar "Unilever & SKIM: Optimizing Mobile Ready Hero Images for faster, easier online shopping"

785 views

Published on

Download the deck and watch the recording here https://hubs.ly/H09pxnT0

In this webinar we explained the importance of Hero images and how SKIM helped Unilever to test and optimize these Hero Images.

Published in: Business
  • Be the first to comment

Webinar "Unilever & SKIM: Optimizing Mobile Ready Hero Images for faster, easier online shopping"

  1. 1. Mobile Ready Hero Images: Optimising eContent for faster, easier online shopping 7 December, 2017 Patricia Dominguez – SKIM Oliver Bradley – Unilever eCommerce
  2. 2. Mobile First Imagery is most important Traditional pack shot images are not good enough SKIM’s ecommerce tool kit
  3. 3. 94% global smartphone penetration 60% online shopping penetration
  4. 4. 6 People scroll FASTER on mobile
  5. 5. 7 They VISUALLY SCAN Because it’s quicker to look at images than to read
  6. 6. What ONLINE SHOPPERS REALLY SEE.
  7. 7. Cannot see product detail Navigating is difficult 20% The mobile conversion gap Q3 2016
  8. 8. Mobile Ready HERO IMAGES
  9. 9. What is a mobile ready hero image ? A category first approach developing better primary ecommerce images that allow online shoppers to select the correct product faster recognition of 4 basics 1.BRAND 2.FORMAT 3.VARIANT 4.PACK COUNT / SIZE
  10. 10. • What is the brand? maybe • Is it 600 ML or 900 ML? - NO • Shampoo or conditioner? - NO • Colour Revitalise Or Keratin Smooth? - NO
  11. 11. • What is the brand? • Shampoo or conditioner? • Colour Revitalise Or Keratin Smooth? • Is it 600 ML or 900 ML? - YES - YES - YES - YES
  12. 12. Decision Journey Modeling Eye-tracking eContent optimisation Website replication We developed an approach which combines website replication with advanced choice based conjoint analytics
  13. 13. Mobile replication: we simulate the shopping process 18 Search Results Shopping CartProduct Details
  14. 14. Hero Images increase conversion Shampoo (mobile) Shampoo (PC / Desktop) Hair Spray (mobile) +14%+8%+4%
  15. 15. Where we started Hero Images 2012
  16. 16. Unilever: where we began in 2012
  17. 17. 2017 Hero Images now…
  18. 18. Unilever: mobile ready hero images not just strips
  19. 19. Bayer: mobile ready hero images
  20. 20. Beiersdorf: mobile ready hero images
  21. 21. GSK: mobile ready hero images
  22. 22. Kimberly Clark: mobile ready hero images
  23. 23. General Mills: mobile ready hero images
  24. 24. Kellogg’s: mobile ready hero images
  25. 25. Reckitt Benckiser: mobile ready hero images
  26. 26. Nestle Purina: mobile ready hero images
  27. 27. Mars Petcare: mobile ready hero images
  28. 28. J&J: mobile ready hero images
  29. 29. P&G: mobile ready hero images
  30. 30. L’Oreal: mobile ready hero images
  31. 31. Mars: mobile ready hero images
  32. 32. Mondelez: mobile ready hero images
  33. 33. Nestle: mobile ready hero images
  34. 34. PepsiCo: mobile ready hero images
  35. 35. Danone: Mobile ready hero images
  36. 36. Criteria for adoption of the Cambridge University hero image guidance 7 Reasons to follow, copy, steal & use our work
  37. 37. 0. PROVEN IN QUANT? SKIM RESEARCH 3000 Shoppers, >135 hero designs tested Tested on Mobile AND Desktop.
  38. 38. 1. BRAND ADOPTION? 300 brands >80 Unilever brands
  39. 39. 2. RETAILER ADOPTION? 76 retailers
  40. 40. 3. COUNTRY ADOPTION? 35countries
  41. 41. 4. CATEGORY SOLUTION? VISUALLY CONSISTENT Size always bottom right, same typeface & colour rules
  42. 42. 5. USABILITY TEST PASS? CAN RECOGNISE • BRAND • FORMAT • VARIANT • SIZE (Pack Count) FROM 1m away looking at 16mm image on mobile Cambridge University Inclusive Design test pass.
  43. 43. 6. PROVEN UPLIFT AB TEST? 19.6% lift
  44. 44. 6. PROVEN UPLIFT AB TEST? 24% lift
  45. 45. 7. OPEN SOURCE TEMPLATE
  46. 46. Mobile First Imagery is most important Traditional pack shot images are not good enough SKIM’s ecommerce tool kit
  47. 47. This isn’t religion -it’s design. Disagreements will happen as we work to an industry standard The main thing is we keep learning, keep making things better for people wanting to use their mobile for online shopping, And we make decisions using data rather than opinion on what works

×