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Mobile Ready Hero Images: Optimizing eContent for faster, easier online shopping

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Presented at the OmniShopper International, we shared how how Hero Images were optimized with actionable research and are now becoming a GS1 industry standard for retailers and CPG manufacturers.

Veröffentlicht in: Business
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Mobile Ready Hero Images: Optimizing eContent for faster, easier online shopping

  1. 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. 2 Wearehere
  3. 3. Mobile First Imagery is most important Traditional pack shot images are not good enough SKIM’s ecommerce tool kit
  4. 4. 94% global smartphone penetration 60% online shopping penetration
  5. 5. 6 People scroll FASTER on mobile
  6. 6. 7 They VISUALLY SCAN Because it’s quicker to look at images than to read
  7. 7. What ONLINE SHOPPERS REALLY SEE.
  8. 8. Cannot see product detail Navigating is difficult 20% The mobile conversion gap Q3 2016
  9. 9. Mobile Ready HERO IMAGES
  10. 10. 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
  11. 11. • What is the brand? maybe • Is it 600 ML or 900 ML? - NO • Shampoo or conditioner? - NO • Colour Revitalise Or Keratin Smooth? - NO
  12. 12. • What is the brand? • Shampoo or conditioner? • Colour Revitalise Or Keratin Smooth? • Is it 600 ML or 900 ML? - YES - YES - YES - YES
  13. 13. 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?
  14. 14. 17
  15. 15. 18
  16. 16. Decision Journey Modeling Eye-tracking eContent optimisation Website replication We developed an approach which combines website replication with advanced choice based conjoint analytics
  17. 17. Mobile replication: we simulate the shopping process 20 Search Results Shopping CartProduct Details
  18. 18. Hero Images increase conversion Shampoo (mobile) Shampoo (PC / Desktop) Hair Spray (mobile) +14%+8%+4%
  19. 19. Where we started Hero Images 2012
  20. 20. Unilever: where we began in 2012
  21. 21. 2017 Hero Images now…
  22. 22. Unilever: mobile ready hero images not just strips
  23. 23. Bayer: mobile ready hero images
  24. 24. Beiersdorf: mobile ready hero images
  25. 25. GSK: mobile ready hero images
  26. 26. Kimberly Clark: mobile ready hero images
  27. 27. General Mills: mobile ready hero images
  28. 28. Kellogg’s: mobile ready hero images
  29. 29. Reckitt Benckiser: mobile ready hero images
  30. 30. Nestle Purina: mobile ready hero images
  31. 31. Mars Petcare: mobile ready hero images
  32. 32. J&J: mobile ready hero images
  33. 33. P&G: mobile ready hero images
  34. 34. L’Oreal: mobile ready hero images
  35. 35. Mars: mobile ready hero images
  36. 36. Mondelez: mobile ready hero images
  37. 37. Kraft: mobile ready hero images
  38. 38. Nestle: mobile ready hero images
  39. 39. PepsiCo: mobile ready hero images
  40. 40. Danone: Mobile ready hero images
  41. 41. Criteria for adoption of the Cambridge University hero image guidance 7 Reasons to follow, copy, steal & use our work
  42. 42. 0. PROVEN IN QUANT? SKIM RESEARCH 3000 Shoppers, >135 hero designs tested Tested on Mobile AND Desktop.
  43. 43. 1. BRAND ADOPTION? 300 brands >80 Unilever brands
  44. 44. 2. RETAILER ADOPTION? 76 retailers
  45. 45. 3. COUNTRY ADOPTION? 35countries
  46. 46. 4. CATEGORY SOLUTION? VISUALLY CONSISTENT Size always bottom right, same typeface & colour rules
  47. 47. 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.
  48. 48. 6. PROVEN UPLIFT AB TEST? 3.6% lift
  49. 49. 6. PROVEN UPLIFT AB TEST? 19.6% lift
  50. 50. 6. PROVEN UPLIFT AB TEST? 24% lift
  51. 51. 7. OPEN SOURCE TEMPLATE
  52. 52. Mobile First Imagery is most important Traditional pack shot images are not good enough SKIM’s ecommerce tool kit
  53. 53. 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

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