About face

1. About Face
DESIGN WISE Ecommerce companies
break their back to make their front
alluring

2. Contd..
A month in advance, about half a dozen people sit together to decide on the
content they will put up online for the next month, just like it is done inside
editorial rooms.Except, this is not an online magazine that the folks are
producing, but the front page of fashion etailer Myntra. To that end, large
ecommerce firms have separate teams that take calls on exactly how
different elements of the page seamlessly converge on the front page.
Front pages are equivalent to the large display windows of a retail shop; the
prettier and more relevant they are, the more traffic they attract.
“Before we design anything, we first write down: who is coming and why ,“
said Shamik Sharma, chief technology officer at Myntra, who said the
company has about 10 different homepages that it plays around with,
depending on who is visiting the app.

3. Contd..
Shopclues has what it calls 10-15 “user journeys“ designed for people with
different tastes. Typically banners occupy the biggest slot, with deals specific to the
customer segment.
The wireframe, or the barebones framework of the website, is augmented with
data from several teams: creative team designs the banner, the analytics team look
at the fast moving goods, the designers vouch for aesthetic quality , and the
business heads pitch their best sellers.
But appearing on the front page is no easy task for merchants: in addition to paying
a participation fee, a merchant at Shopclues must also meet certain criteria: a good
product, great customer reviews, a history of having delivered a large number of
orders, among others to figure on the front page. Once they qualify , category
heads of different divisions such as sports, formal apparel, women's lingerie, pitch
their best sellers, and the final list goes to the top decision makers, who also look at
external data to make the final decision.

4. Contd..
For instance, in the run-up to an event like Valentine's Day, certain products
such as chocolates, flow ers and apparel would be priori tised over the
others.
“But the events should not hijack the user experience,“ said Jay Dutta head
of user experience design at Flipkart. Flipkart has over 25 different modules
or slots where elements are placed, and the company said it is continuously
working to reduce that number so that a user is not overwhelmed.
Amazon said it sees “significant Amazon said it sees “significant sales“ from
the home page across both mobile and PC.
“Over the past 20 years, Amazon has invested heavily in technology to build
effective flow for our customers from the time they land on the home page
to the time they check out,“ said Akshay Sahi, who leads customer
experience at Amazon.in.

5. Contd..
But according Reflektion, a twoyear-old personalisation platform for etailers,
the conversion rate on the front page of an ecommerce website is about 3-
4%. “Everyone likes to bring that up to 10%,“ said cofounder Amar
Chokhawala, a for mer Googler.
“Therefore, for marketplaces, the top half is mostly occupied by fastmoving
categories, discounted deals and new arrivals, in that order,“ said Arvind
Singhal, cofounder of advisory firm Technopak. “There's less emphasis on
storytelling, and more emphasis on showcasing deals.“
For now, about 20% of Flipkart's homepage is currently personalised. “We
are continuously working to increase personalisation,“ said Dutta. Although
they have progressed, Indian ecommerce websites have a long way to travel
in terms of visual appeal and ease of navigation, said Singhal.

6. For details and bookings contact:-
Parveen Kumar Chadha… THINK TANK
(Founder and C.E.O of Saxbee Consultants & Other-Mother
marketingandcommunicationconsultants.com)
Email :-saxbeeconsultants@gmail.com
Mobile No. +91-9818308353
Address:-First Floor G-20(A), Kirti Nagar, New Delhi India Postal Code-110015