The document discusses the importance of mobile-ready hero images in enhancing online shopping experiences, highlighting that traditional pack shots are inadequate for mobile users. It presents a framework for developing effective primary ecommerce images, emphasizing the recognition of key product attributes such as brand and size. The effectiveness of this approach is supported by research showing significant conversion increases across various product categories.

1. Mobile Ready Hero Images:
Optimising eContent for
for faster, easier
online shopping
14 November Barcelona
Patricia Dominguez – SKIM
Oliver Bradley – Unilever eCommerce

2. 2
Wearehere

4. Mobile First Imagery is
most important
Traditional
pack shot images
are not good
enough
SKIM’s
ecommerce
tool kit

5. 94%
global smartphone
penetration
60%
online shopping
penetration

6. 6
People scroll
FASTER
on mobile

7. 7
They
VISUALLY
SCAN
Because it’s
quicker to look
at images
than to read

8. What
ONLINE
SHOPPERS
REALLY
SEE.

10. Cannot see product detail
Navigating is difficult
20%
The mobile conversion gap
Q3 2016

11. Mobile Ready
HERO IMAGES

12. 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

13. • What is the brand? maybe
• Is it 600 ML or 900 ML? - NO
• Shampoo or conditioner? - NO
• Colour Revitalise Or Keratin Smooth? - NO

14. • What is the brand?
• Shampoo or conditioner?
• Colour Revitalise Or Keratin Smooth?
• Is it 600 ML or 900 ML?
- YES
- YES
- YES
- YES

15. 1. BRAND?
2. FORMAT?
3. VARIANT?
4. SIZE? - YES
- YES
- YES
- YESMAYBE
NO
NO
NO
Looking at a 16mm image from 1 metre (arms length) can you work out the 4 basics?

17. 17

18. 18

19. Decision
Journey
Modeling
Eye-tracking eContent
optimisation
Website
replication
We developed an approach which
combines website replication with
advanced choice based conjoint analytics

20. Mobile replication: we simulate the shopping process
20
Search Results Shopping CartProduct Details

21. Hero Images increase conversion
Shampoo
(mobile)
Shampoo
(PC / Desktop)
Hair Spray
(mobile)
+14%+8%+4%

22. Where we started
Hero Images 2012

23. Unilever: where we began in 2012

24. 2017
Hero Images now…

25. Unilever: mobile ready hero images not just strips

26. Bayer: mobile ready hero images

27. Beiersdorf: mobile ready hero images

28. GSK: mobile ready hero images

29. Kimberly Clark: mobile ready hero images

30. General Mills: mobile ready hero images

31. Kellogg’s: mobile ready hero images

32. Reckitt Benckiser: mobile ready hero images

33. Nestle Purina: mobile ready hero images

34. Mars Petcare: mobile ready hero images

35. J&J: mobile ready hero images

36. P&G: mobile ready hero images

37. L’Oreal: mobile ready hero images

38. Mars: mobile ready hero images

39. Mondelez: mobile ready hero images

40. Kraft: mobile ready hero images

41. Nestle: mobile ready hero images

42. PepsiCo: mobile ready hero images

43. Danone: Mobile ready hero images

44. Criteria for adoption
of the Cambridge University hero image guidance
7 Reasons to follow, copy, steal & use our work

45. 0. PROVEN IN QUANT?
SKIM RESEARCH
3000 Shoppers, >135 hero designs tested
Tested on Mobile AND Desktop.

46. 1. BRAND ADOPTION?
300 brands
>80 Unilever brands

47. 2. RETAILER ADOPTION?
76 retailers

48. 3. COUNTRY ADOPTION?
35countries

49. 4. CATEGORY SOLUTION?
VISUALLY CONSISTENT
Size always bottom right, same typeface & colour rules

50. 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.

51. 6. PROVEN UPLIFT
AB TEST?
3.6%
lift

52. 6. PROVEN UPLIFT
AB TEST?
19.6%
lift

53. 6. PROVEN UPLIFT
AB TEST?
24%
lift

54. 7. OPEN SOURCE TEMPLATE

55. Mobile First Imagery is
most important
Traditional
pack shot images
are not good
enough
SKIM’s
ecommerce
tool kit

56. 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