IN MAXIMISING CONVERSION Simon Bell, Managing Director, Diligent - PowerPoint PPT Presentation

THE IMPORTANCE OF OUTSTANDING CREATIVE IN MAXIMISING CONVERSION Simon Bell, Managing Director, Diligent Commerce

ECOMMERCE CONVERSION 01 RATES ARE LOW

DESIGN IS THE MOST IMPORTANT! 02

THE SAME PRINCIPLES APPLY 03 TO WEBSITE DESIGN

WHY DO ALL E-SHOPS 04 LOOK THE SAME?

WHY DO ALL E-SHOPS LOOK THE SAME? • Template software • Analogue businesses • Copycats • Obsession with the conversion metrics More focus on the function than the form

THE CASE FOR ‘FORM’ 05

‘THE ATTRACTIVENESS BIAS’ 06

Attractive people are generally perceived more positively than unattractive people. We have a tendency to view attractive people as more intelligent, competent, moral, and sociable than unattractive people. Attractive people receive more attention from the opposite sex, more affection from mothers, more leniency from judges and juries. Attractive people are even preferred in hiring and will make more money, all other things being equal.

BEAUTIFUL THINGS FUNCTION BETTER! 08

WHAT OF ECOMMERCE DESIGN? 08

HOW DO WE APPROACH THIS?

ASK YOURSELF THIS • Requirements gathering: are these requirements all functions? • What’s the function of a website? • Does the website have a single function? • Should the e-commerce website simply sell online?

ECOMMERCE WEBSITES DO MORE THAN SELL • Drive traffic • Drive traffic offline • Inform, educate and entertain • Build brand • It starts a relationship • Understanding, empathy Success criteria not function, should determine form.

SOME BEAUTIFUL 09 ECOMMERCE WEBSITES

TOWARDS OUTSTANDING CREATIVE - TIPS • Visual appeal • Clarity • Strong visual hierarchy • Keep my attention • One primary action per screen

DILIGENT 10

MAGENTO – A CREATIVE PALATE 11

Ajax Search Shop-able lookbooks

Clearer Product page Custom Checkout

Ajax Search Ajax Basket

Shop-able lookbook Product filtering

Ajax Search Ajax Basket

Custom My Account Custom Checkout

THE IMPORTANCE OF A GREAT CLIENT! 12

• A challenging customer! • A difficult inventory

• A challenging customer! • A difficult inventory • The Magento + Agency experience • The results • The future

TOWARDS OUTSTANDING CREATIVE 13

A DESTINATION NOT A WEBSITE

A BRANDED EXPERIENCE

TOWARDS OUTSTANDING CREATIVE - TIPS • Impactful design • Great photography • Great art direction • Compelling content

CONCLUSION 14

CONCLUSION • Invest in the form not simply the function • Identify success criteria • Trust in Magento but work with an expert! • Be Different!

THANKS! 15