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

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    17-Aug-2014
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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 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.

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

  • - 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
  • Its 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 peoples 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
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  • Persuasive design @PIETERJ / #BRANDCONV 70
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  • scarcity @PIETERJ / #BRANDCONV 72
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  • Tone of voice & copy @PIETERJ / #BRANDCONV 74
  • @PIETERJ / #BRANDCONV 75
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  • 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