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

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

Mar 28, 2023 586 likes •1.45k views

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

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THE IMPORTANCE OF OUTSTANDING CREATIVE IN MAXIMISING CONVERSION

Simon Bell, Managing Director, Diligent Commerce

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ECOMMERCE CONVERSION RATES ARE LOW

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DESIGN IS THE MOST IMPORTANT!

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THE SAME PRINCIPLES APPLY TO WEBSITE DESIGN

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WHY DO ALL E-SHOPS LOOK THE SAME?

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  • Template software
  • Analogue businesses
  • Copycats
  • Obsession with the conversion metrics

More focus on the function than the form

WHY DO ALL E-SHOPS LOOK THE SAME?

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THE CASE FOR ‘FORM’

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‘THE ATTRACTIVENESS BIAS’

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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.

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BEAUTIFUL THINGS FUNCTION BETTER!

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WHAT OF ECOMMERCE DESIGN?

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HOW DO WE APPROACH THIS?

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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?
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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.

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SOME BEAUTIFUL ECOMMERCE WEBSITES

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  • Visual appeal
  • Clarity
  • Strong visual hierarchy
  • Keep my attention
  • One primary action per screen

TOWARDS OUTSTANDING CREATIVE - TIPS

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DILIGENT

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MAGENTO – A CREATIVE PALATE

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Ajax Search Shop-able lookbooks

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Clearer Product page Custom Checkout

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Ajax Search Ajax Basket

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Shop-able lookbook Product filtering

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Ajax Search Ajax Basket

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Custom My Account Custom Checkout

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THE IMPORTANCE OF A GREAT CLIENT!

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

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A DESTINATION NOT A WEBSITE

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A BRANDED EXPERIENCE

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  • Impactful design
  • Great photography
  • Great art direction
  • Compelling content

TOWARDS OUTSTANDING CREATIVE - TIPS

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CONCLUSION

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

CONCLUSION

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THANKS!

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