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Why E-Commerce Shouldn’t

Focus on A+ Content

– and What to Do InsteadIIeX 2019 EU, Amsterdam

Joris De Bruyne

19th Feb 2019

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Where should brands start?

Assortment &

availability

Pricing &

promotions

Sales & share

1P/3P sales analytics

Availability

Search &

placement

Traffic

Product

content

Ratings &

reviews

Conversion

A+ Enhanced Marketing Content!

Vivid imagery

Brand banner

Promote lifestyle

In use images

Comparison Matrix

Tell Brand story

Is investing in A+ content the right thing?

Base = 5,422 products

55%

23%

8%

Digital commerce: starting point

52/20/2019EyeSee5

High level conscious online shopper strategy

Explicit methods:

• Questionnaires

• Secondary/desk research

Shopper

behavior

Purchase intent

Action

Overall market share

The value/volume of total online sales

The value/volume total offline sales

Share of online vs. offline sales

Low level subconscious shopper behavior

Implicit methods:

Since >80% of shoppers’ behavior is

subconscious, using implicit tests is essential

Strategy

“Consumers don’t think how they feel. They don’t say what they think and they

don’t do what they say.”– Ogilvy

Understand behavior, grow further

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2016

interactive shelves

2017

virtual shopping

2018

mobile platform

2015

remote UX

2013

online eye tracking

2014

online facial coding

Understanding online shopping behavior

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Mission

Click tracking

Facial coding

How do consumers navigate

to your products?

Eye tracking

Will the product attract

attention?

Click tracking

Questionnaire

Will shoppers buy

your product?

1. Getting the basics right = HERO IMAGES

2/20/2019EyeSee

1. Brand?

2. Format?

2. Variant?

2. Size?

Yes

Yes

Yes

YesNo

No

No

Maybe

Case study

Hero images increase online sales up to 15%

Base: 126 package designs over 500 respondents

What if we challenge the approach?

Hero images can impact brand equity as well

Base: 126 package designs over 500 respondents

2. Decoding the product page

14% sales conversion advantage

Visibility & attention don’t lie

Why?

Larger product imageVisible and user-friendly “add to

cart” section

Visible and user-friendly quantity

price

(Product) image is worth a thousand words

3. Be ready to leverage the nudge with a layout revamp

Path to purchase comparison

Old design New design

Navigation comparison

Success rate

78% 75% 89.9s 76.4s

Time spent

2.6 3.1

Number of steps

Old design New design

Building the experience to the next level

Key takeaways

Understand the behavior of your customers:A+ enhanced marketing

content vs ROI?1. Get your HERO imagery right

2. Decode the product page / retailer

3. Be ready to leverage the nudge with a layout revamp

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