Marianella Ghiggeri nos platica cómo optimizar el contenido para compras en línea más rápidas y fáciles. Cómo ayudamos a los clientes con su viaje de comercio electrónico.

1. Mobile-ready Hero Images:
Optimising eContent for faster, easier
online shopping
Where we explain how we helped
clients with their
eCommerce journey
July 2018
Marianella Ghiggeri

3. 3
What is a hero image ?
A better primary ecommerce image
Help online shoppers select the correct product faster
Conventional pack shot Hero image

4. UNDERSTANDING
ONLINE NEEDS &
BEHAVIOUR
QUANTIFICATION
OF ONLINE
BEHAVIOUR
PATH TO
PURCHASE /
DECISION
JOURNEY
CONTENT
OPTIMISATION
PORTFOLIO
OPTIMISATION
DISRUPTION
ONLINE
BIG
DATA

5. The way we
shop is changing
Online shopping:
Imagery is
most important
What is a
Hero image?
Guideline
development

6. EVERYWHERE
FAST & EASY

7. 60%
Smartphone
penetration
30%
Online shopping
penetration

8. THE MOBILE CONVERSION GAP
Cannot see product detail
Navigating is difficult

9. THE NEW STORE REALITY
Limited space to advertise in store
vs
Nearly infinite online space 
Challenge: stand out

10. UNDERSTANDING
ONLINE NEEDS &
BEHAVIOUR
QUANTIFICATION
OF ONLINE
BEHAVIOUR
PATH TO
PURCHASE /
DECISION
JOURNEY
CONTENT
OPTIMISATION
PORTFOLIO
OPTIMISATION
DISRUPTION
ONLINE
BIG
DATA

11. 11
People scroll
FASTER
on mobile

12. 12
They
VISUALLY
SCAN
Because it’s
quicker to look
at images
than to read

13. What
ONLINE
SHOPPERS
REALLY
SEE.

14. HERO IMAGES

15. 15
What is a hero image ?
A better primary ecommerce image
Help online shoppers to select the correct product faster
Recognition of 4 basics 1. BRAND
2. PRODUCT FORMAT
3. VARIANT
4. PACK COUNT / SIZE
Softener

16. What is the brand? MAYBE
Pack size? NO
Shampoo or conditioner?
NOColour Revitalise or Keratin Smooth?
NO

17. YES
YES
YES
YES
What is the brand?
Pack size?
Shampoo or conditioner?
Colour Revitalise or Keratin Smooth?

19. 19

20. 20

21. UNDERSTANDING
ONLINE NEEDS &
BEHAVIOUR
QUANTIFICATION
OF ONLINE
BEHAVIOUR
PATH TO
PURCHASE /
DECISION
JOURNEY
CONTENT
OPTIMISATION
PORTFOLIO
OPTIMISATION
DISRUPTION
ONLINE
BIG
DATA

22. We simulated the shopping process, and measured
the impact of many different scenarios (A/Z testing)
22
Search result
overview
More details on
product page
Zoom in
function to
evaluate pack
Product added
to the basket!

23. Shampoo
(mobile)
Shampoo
(PC / Desktop)
Hair Spray
(mobile)
+14%+8%+4%
Hero images significantly increase conversion – SKIM
created guidelines for the most effective Hero images

24. 2018
Hero Images now…

26. CHILE

27. ARGENTINA

28. BRAZIL

29. COLOMBIA

30. Next step: Differentiate!
Help shoppers see that
your product is awesome!
Before After
Hero Image Guidelines
http://ecommerce.inclusivedesigntoolkit.com/

31. SKIMgroup.com
Marianella Ghiggeri
m.ghiggeri@skimgroup.com
Thank you