tag:econsultancy.com,2008:/topics/ecommerce Latest Ecommerce content from Econsultancy 2017-04-21T15:10:00+01:00 tag:econsultancy.com,2008:BlogPost/69028 2017-04-21T15:10:00+01:00 2017-04-21T15:10:00+01:00 10 tremendous digital marketing stats from this week Nikki Gilliland <h3>UK search data shows surge in ‘snap election’ queries</h3> <p>Following on from the announcement of the snap general election this week, Hitwise has analysed how the UK responded online.</p> <p>Data shows there was a 2,000% increase in searches for Theresa May on print media sites, while three out of five searches on Tuesday 18th were about the election news. Most searches were in the form of questions, with the nation generally appearing unsure about what a ‘snap election’ actually means.</p> <h3>One fifth of retailers are failing to offer preferred delivery options</h3> <p><a href="http://ampersandcommerce.com/insights/yougov-consumer-survey-delivery-2017/" target="_blank">Research from Ampersand</a> has found that many of the UK’s biggest retailers are failing to offer next day delivery, despite a YouGov survey showing that 58% of people favour this method over any other.</p> <p>In comparison to 2014, Ampersand found that most people still favour next day delivery over click and collect and same day delivery, with preference for this increasing 6% within three years. </p> <p>Meanwhile, preference for same day delivery has gone from 21% in 2014 down to 12% this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/5625/Ampersand.JPG" alt="" width="780" height="492"></p> <h3>UK add-to-basket rates on the up in Q4</h3> <p>Monetate's latest <a href="http://info.monetate.com/ecommerce_report_EQ4_2016.html" target="_blank">ecommerce report</a> has revealed that UK add-to-basket rates were 3.75% higher in Q4 2016 than a year previously. </p> <p>The report also shows that both global and UK conversion rates were lower this Q4 than in 2015. However, global and UK conversion rates saw its first increase since Q4 of 2015.</p> <p>Meanwhile, website visits via mobile continued to increase globally, with 44% of UK website visits coming from smartphones.</p> <h3>75% of UK consumers have not spoken to a chatbot</h3> <p>New research from <a href="https://insights.ubisend.com/2017-chatbot-report" target="_blank">Ubisend</a> has uncovered the brand characters people would most like to see turned into chatbots. Compare the Market’s Meerkats topped the poll, followed by the Andrex puppies and Nespresso’s George Clooney. </p> <p>Other research found that 75% of UK consumers have not yet spoken to a chatbot, however, 57% of consumers are aware of what a chatbot is. </p> <p>Lastly, 35% want to see more companies adopting chatbots to solve their queries, with 68% citing ‘reaching the desired outcome’ as the most important factor in their experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/5628/chatbots.JPG" alt="" width="780" height="297"></p> <h3>Expedia outperforms other travel brands with 7% market share</h3> <p>Conductor has released its first ever <a href="https://www.google.co.uk/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cad=rja&amp;uact=8&amp;ved=0ahUKEwis1ZyKnbXTAhXOaVAKHc0ZA4EQFggiMAA&amp;url=http%3A%2F%2Fww2.conductor.com%2Frs%2F149-ZMU-763%2Fimages%2FConductor-Organic-Online-Market-Share-Report-Holiday-2016.pdf&amp;usg=AFQjCNGO-bWF8Ak2EEpMJ7kZeecHFR3fjA" target="_blank">Organic Market Share</a> report, detailing the brands that excel at reaching consumers from organic search.</p> <p>In the travel category, Expedia was found to be the overall top performer, taking a 7% market share. Meanwhile, TripAdvisor dominates the ‘early stages’ of the consumer journey category with a 10% share. </p> <p>Data shows that airlines, car rental companies and hotel chains (including Hilton) have the potential to increase their visibility. </p> <p><img src="https://assets.econsultancy.com/images/0008/5627/Online_market_share.JPG" alt="" width="713" height="404"></p> <h3>Consumers prefer traditional advertising to digital</h3> <p>Research by Kantar Media has found that UK consumers feel significantly more positive about advertising on traditional platforms, such as TV and magazines, than they do about online formats.</p> <p>In a survey, 33% said they actively dislike seeing advertising on online video services and search engines, while 30% dislike being served ads in news and articles online. In contrast, only 13% and 14% of consumers dislike seeing ads in printed newspapers and printed magazines.</p> <p>With online ads predicted to account for more than half of all advertising spend in the next few years, this provides food for thought for brands.</p> <h3>Connected shopping driven by Generation Y </h3> <p>New research from Savvy suggests that the mass adoption of smartphones and social media has contributed to a fundamental change in the path to purchase.</p> <p>Data shows that Generation Y is driving changes in retail due to being constantly connected. 66% say they regularly use their smartphone to buy products and 49% regularly use their smartphones while in the supermarket. While this group represents around a third of shoppers at the moment, they are predicted to account for 47% by 2022.</p> <p><img src="https://assets.econsultancy.com/images/0008/5634/connected_shopper.jpg" alt="" width="680" height="453"></p> <h3>UK marketers increase budgets in 2017</h3> <p>According to data from the Q1 2017 <a href="http://www.ipa.co.uk/page/ipa-bellwether-report#.WPnTjtLyuUk" target="_blank">IPA Bellwether Report</a>, marketing budgets increased in Q1 2017 with significant growth seen in internet and main media advertising categories.  </p> <p>The report suggests that the overall outlook for 2017/18 is positive, with 26.1% of companies suggesting growth in total budgets for the coming year. Meanwhile, ad spend is now predicted to grow 0.6%, replacing the previous forecast of -0.7%.</p> <h3>Only 55% of Brits associate Easter with religion</h3> <p>New <a href="https://yougov.co.uk/news/2017/04/13/only-55-brits-associate-jesus-christ-easter/" target="_blank">research from YouGov</a> has found that Brits are more likely to think of Easter in relation to chocolate eggs than religious connotations. </p> <p>In a survey of 2,670 UK adults, only 55% said they personally associate Jesus with Easter, while 67% said they associate it with a bank holiday. Chocolate eggs is clearly at the forefront of everyone’s minds, with 76% associating this with Easter above anything else.</p> <p>In a separate study, Captify analysed found that Cadbury products dominate searches for chocolate eggs, with Crème Egg accounting for 29% of searches and Mini Eggs accounting for 18%.</p> <p><img src="https://assets.econsultancy.com/images/0008/5626/YouGov.JPG" alt="" width="650" height="752"></p> <h3>Luxury ad spend predicted to shift online </h3> <p>Zenith's <a href="https://www.zenithmedia.com/product/advertising-expenditure-forecasts" target="_blank">latest report</a> suggests that expenditure on luxury advertising is set to recover, with growth predicted to occur due to an increase in online spend. Zenith predicts a 3.9% rise in 2017 – a welcome figure following a 0.5% decline in 2016.</p> <p>It also predicts that the internet will become the main luxury advertising medium in 2018, despite print currently being the principal medium, accounting for 32.7% of ad spend in 2016 compared to 25.8% for internet advertising.</p> tag:econsultancy.com,2008:Report/3008 2017-04-21T12:55:00+01:00 2017-04-21T12:55:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are available under the following areas:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a> </strong></li> <li><strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a> </strong></li> <li><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a> </strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68973 2017-04-12T10:47:00+01:00 2017-04-12T10:47:00+01:00 13 examples of dark patterns in ecommerce checkouts Ben Davis <p>I thought I would select some examples of dark patterns found in ecommerce checkouts to highlight the issue. Most of the examples are taken from the #darkpatterns hashtag on Twitter.</p> <h4 lang="en" dir="ltr">Misdirection</h4> <p>Where the website design nudges users towards a more expensive option and distracts them from the standard option.</p> <p>Misdirection is the sneakiest type of dark pattern because it exists in a grey area. This sort of tactic is commonplace because it is harder to outlaw, as opposed to the 'sneak into basket' tactic (discussed further down the article), which is outlawed in the EU.</p> <p>The example from Delta, shown below, uses a red button to nudge checking-in users towards an upgrade. A must less conspicuous grey button must be selected to say 'no thanks' and continue checking in. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Dear <a href="https://twitter.com/Delta">@Delta</a> UX Team, This Check In screen is borderline evil. That makes you borderline evil for letting it be created. <a href="https://twitter.com/hashtag/UXFail?src=hash">#UXFail</a> <a href="https://twitter.com/hashtag/DarkPattern?src=hash">#DarkPattern</a> <a href="https://t.co/khPjMNtvHX">pic.twitter.com/khPjMNtvHX</a></p> — Ed Campodonico (@uxed) <a href="https://twitter.com/uxed/status/846926871887462400">March 29, 2017</a> </blockquote> <p>Econsultancy blogger Paul Randall has previously highlighted <a href="https://econsultancy.com/blog/68887-ethical-cro-the-end-of-dark-patterns/">an even sneakier example of misdirection</a> from ZSL London Zoo.</p> <p>In the screenshot below you can see how the 'add to basket with donation' green button appears to suggest moving forward to the next stage of the checkout. The colourless 'without donation' button points backward, leaving the unobservant user to assume this is some sort of back arrow to return to a previous page.</p> <p><img src="https://assets.econsultancy.com/images/0008/4654/zsl_focused.jpg" alt="misdirection zsl" width="700" height="428"></p> <p>Misdirection is probably most commonly found on email unsubscribe interfaces. When a user has clicked to unsubscribe, it is obviously devious to highlight the '<em>keep my subscription</em>' option over the actual intention of the user (to unsubscribe).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/lootcrate">@lootcrate</a> Making "Keep my subscription" an orange button on a page where I'm cancelling is deceptive and in poor taste. <a href="https://twitter.com/hashtag/darkpattern?src=hash">#darkpattern</a> <a href="https://t.co/7E2Kb80d1y">pic.twitter.com/7E2Kb80d1y</a></p> — Aaron Benjamin (@aBenjamin765) <a href="https://twitter.com/aBenjamin765/status/830454611769069570">February 11, 2017</a> </blockquote> <h4>Checkbox treachery </h4> <p>Obfuscatory checkboxes are probably the most famous and most common examples of dark patterns. What we're mainly talking about is opt-in or opt-out checkboxes and accompanying spiel that businesses use to give customers notional control over how their contact data is used.</p> <p>Whilst in the US the CAN-SPAM Act does not restrict how businesses can collect new subscribers (i.e. they do not need to gain prior consent), in the EU consumers must be offered an opt-out option.</p> <p>In practice though, these mandatory opt-out options can be a little confusing, or even downright sly. Below is a heinous mobile example provided by <a href="http://www.uxnewzealand.com/speakers/ben-and-gareth/">Ben Tollady and Gareth Roberts at UX New Zealand</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/5391/rac.jpg" alt="dark patterns" width="600"></p> <p>Of course, another common dark pattern amongst checkboxes is double negatives – language that makes the user unsure whether to tick or to untick. Here's a great example...</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/darkpatterns">@darkpatterns</a> During registration... <a href="https://t.co/wsqsUyVmod">https://t.co/wsqsUyVmod</a> … <a href="https://twitter.com/Codemasters">@Codemasters</a> <a href="https://twitter.com/hashtag/DarkPatterns?src=hash">#DarkPatterns</a> <a href="https://t.co/sKzjjq00Tm">pic.twitter.com/sKzjjq00Tm</a></p> — Trinity (@Omicron666_live) <a href="https://twitter.com/Omicron666_live/status/847701153756270592">March 31, 2017</a> </blockquote> <p>Or in the example below, a seeming call-to-action next to the checkbox ('keeping in touch') which is at odds with the functionality of the checkbox ('keeping in touch' is merely a heading). Not cool...</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/virginmedia">@virginmedia</a> This is called a <a href="https://twitter.com/hashtag/UX?src=hash">#UX</a> <a href="https://twitter.com/hashtag/DarkPattern?src=hash">#DarkPattern</a> &amp; is rather unethical in it's design and possibly illegal. Not cool<br> <a href="https://t.co/sbuHsOcVbg">https://t.co/sbuHsOcVbg</a> <a href="https://t.co/DAFs20hFOJ">pic.twitter.com/DAFs20hFOJ</a></p> — Joelle Bataille (@Joelle_Bataille) <a href="https://twitter.com/Joelle_Bataille/status/844206550839414784">March 21, 2017</a> </blockquote> <p>Lastly, here's a more subtle example of a dark pattern – what appears to be a radio is in fact a checkbox. One might argue this is a genuine mistake – it's certainly one to look out for on your own website. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The <a href="https://twitter.com/PostOffice">@PostOffice</a> styles up opt-out checkboxes to look like radiobuttons implying they're mutually exclusive <a href="https://twitter.com/hashtag/DarkPatterns?src=hash">#DarkPatterns</a> <a href="https://t.co/o6kMCeqiot">pic.twitter.com/o6kMCeqiot</a></p> — Benji Weber (@benjiweber) <a href="https://twitter.com/benjiweber/status/788988879588253698">October 20, 2016</a> </blockquote> <p>It's pretty simple, if you've decided to give the user the option (as is necessary in Europe), you should provide an opt in (not an opt out) with clear supporting text.</p> <h4>Sneak into basket</h4> <p>This is another classic. It is usually performed by offering a supplementary service or product to a user, who is made to actively unselect this extra product otherwise it will appear in the checkout.</p> <p>The worst transgressors here are in the travel sector. Ryanair still forces customers to deselect an insurance product when adding a flight to basket, despite the fact that this tactic is illegal according to the EU's consumer rights laws.</p> <p><img src="https://assets.econsultancy.com/images/0008/5304/don_t_insure_me.png" alt="ryanair dark pattern" width="651" height="427"></p> <p><em>Image via <a href="http://www.digital-tonic.co.uk/digital-tonic-blog/ryanairs-new-website-still-hiding-mean-tricks-dark-patterns/">Digital Tonic's Ryanair website review</a>.</em></p> <p>Sports Direct is another high profile abuser of this dark pattern. In the past a 'free' mug and Sports Direct magazine (£1 delivery charge) have been added to customer baskets online, without any notification.</p> <p>Though the retailer has now added a pop-up offering the 'free' mug to users, note how inconspicuous the 'no thanks' text is compared to the large white 'yes please' button.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Wow <a href="https://twitter.com/sportsdirect">@sportsdirect</a>, a free gift! </p> <p>But what's this extra £1 delivery charge, ON TOP of the £4.99 standard delivery charge? </p> <p>Sleazetastic! <a href="https://t.co/sHggF8Pfwi">pic.twitter.com/sHggF8Pfwi</a></p> — Dark Patterns (@darkpatterns) <a href="https://twitter.com/darkpatterns/status/819884967614447616">January 13, 2017</a> </blockquote> <h4>Obscured pricing</h4> <p>Yet another travel example here. British Airways does not tell bookers what price they will have to pay to add a bag to the hold after they have booked their ticket, merely stating 'for a fee'. Nor does it tell the price of seat selection or booking amendments.</p> <p>The obvious intention here is not to undermine the price of the £31 upgrade from 'basic' to 'plus'.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">No way to find out cost to add a hold bag when booking with <a href="https://twitter.com/British_Airways">@british_airways</a> anymore. Trying to upsell ‘Plus’. Horrible <a href="https://twitter.com/darkpatterns">@darkpatterns</a> <a href="https://t.co/ZzUCMG3PlV">pic.twitter.com/ZzUCMG3PlV</a></p> — James Russell (@kazaroth) <a href="https://twitter.com/kazaroth/status/838700975481303040">March 6, 2017</a> </blockquote> <p>It's not just obscured pricing that can be a problem. Darkpatterns.org <a href="https://darkpatterns.org/types-of-dark-pattern/price-comparison-prevention">highlights how Sainsbury's website does not allow comparison of all of its groceries</a>, instead displaying some prices per weight and some per unit. This makes it hard for users to understand which product is cheapest. </p> <h4>Misinformation / terrible language </h4> <p>I can't work out if this example is intentional or not. I hope not. But again it highlights the need to look at all your functional ecommerce copy and determine if it is as clear as it could be.</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/hashtag/Darkpattern?src=hash">#Darkpattern</a> <a href="https://t.co/FwvZ9bzHWP">pic.twitter.com/FwvZ9bzHWP</a></p> — Replying to (@twoplayer) <a href="https://twitter.com/twoplayer/status/823950393365381123">January 24, 2017</a> </blockquote> <h4>Hidden costs</h4> <p>In the EU, all extra charges such as shipping must be highlighted (at least the fact that they exist and will be applied) before the customer gets to the checkout.</p> <p>A good example of hidden costs provided by darkpatterns.org is <a href="https://darkpatterns.org/types-of-dark-pattern/hidden-costs">on the US flower delivery website ProFlowers</a>.</p> <h4>The ethics of CRO</h4> <p>So, that's the end of my roundup of examples. Please do check out <a href="https://econsultancy.com/blog/68887-ethical-cro-the-end-of-dark-patterns">Paul Randall's post on the ethics of conversion rate optimisation</a> – there is a way to optimise without misleading the customer.</p> <p>And do share any dark patterns you see on your travels by using the #darkpatterns hashtag.</p> <p><em>For more advice on UI design, subscribers can download the <a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web/">User Experience and Interaction Design for Mobile &amp; Web Best Practice Guide</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68984 2017-04-11T10:00:00+01:00 2017-04-11T10:00:00+01:00 How visual search is helping ecommerce brands Nikki Gilliland <p>I attended Brighton SEO last week, where Purma Virji from Microsoft gave a talk all about this topic. </p> <p>So, what exactly is visual search, and more specifically, how is it changing the way we buy online? With inspiration from Purma’s talk, here’s a bit of elaboration on the subject along with a few brand examples.</p> <h3>Visual search + artificial intelligence</h3> <p>Visual search works by comparing the pixels in imagery to identify and return results that are similar. </p> <p>So, instead of typing in a keyword such as ‘black mini dress’ - which will return thousands of general results – users can upload an image to help narrow it down to something much more specific.</p> <p>This technology is not brand new – you might recall Google Goggles being launched way back in 2010. Zappos also introduced a way to visually navigate through its vast shoe collection in 2009.</p> <p>More recently, however, advancements in artificial intelligence have meant that visual search is becoming much slicker, with the ability to compute more data at a much quicker rate. Purma coined the term ‘visual intelligence’ to describe this rapidly improving technology. In 2016, Bing added visual search to its app.</p> <h3>What are the benefits for ecommerce brands?</h3> <h4>Social discovery</h4> <p>According to research by Accenture, social media will become the preferred shopping channel for <a href="https://econsultancy.com/blog/68554-how-retailers-are-targeting-generation-z/" target="_blank">Generation Z</a>, with <a href="https://newsroom.accenture.com/news/generation-z-to-switch-the-majority-of-purchases-to-retailers-that-provide-the-newest-digital-tools-and-channels-accenture-research-reveals.htm" target="_blank">69% of young consumers</a> interested in purchasing directly through social networks.</p> <p>Visual search could offer a breakthrough for social sales. Pinterest’s Lens feature allows consumers to search, discover and shop even more products based on a single image. In turn, this presents a greater opportunity for ecommerce brands looking to drive purchases from the platform.</p> <h4>Capturing the spearfisher </h4> <p>Visual search is a particularly great tool for shoppers who are looking for a specific item – also known as ‘spearfishers’. This is because it reduces the amount of steps the user would otherwise have to go through, such as typing in a keyword or scrolling through results. Instead, the desired product is immediately brought to the shopper’s attention.</p> <p>In turn, visual search could also help to reduce basket abandonment, eliminating the tedious processes that usually frustrate and annoy users.</p> <h4>Cross-selling and inspiration</h4> <p>Another benefit of visual search is that it can be a great cross-selling tool. If a website does not have a desired product in stock, it is able to show similar or related items that might still prompt a purchase. Moreover, it can also help consumers to imagine how other products might complement it. For instance, someone might search for a red dress, but if they see an image of a woman wearing a red dress <em>and</em> a bag that completes the entire look – they might be inclined to buy more than originally intended. </p> <p>Another example is home décor, with consumers commonly using <a href="https://econsultancy.com/blog/68765-why-brands-should-be-making-more-use-of-pinterest/" target="_blank">Pinterest</a> to visualise or plan an entire room rather than just search and buy a single item.</p> <h3>Ecommerce brands using visual search </h3> <p>So, how are brands using the technology? Here are just a few examples to appear so far.</p> <h4>Amazon</h4> <p>Amazon introduced visual search into its main iOS app in 2014 (and with the Firefly app on the ill-fated Fire phone), giving users the option to search using their smartphone camera. It is mainly designed to capture the ‘showrooming’ shopper – someone who is visiting a physical store but checking comparison prices online.</p> <p>While it doesn't recognise every single item (especially if unboxed), reviews suggest that it's particularly good for recognising images like DVDs or records.</p> <p><img src="https://assets.econsultancy.com/images/0008/5351/Amazon.JPG" alt="" width="472" height="465"></p> <h4>Target</h4> <p>Target’s ‘In a Snap’ app also launched back in 2014, allowing users to shop for items from the pages of magazines and printed ads - removing the need to manually search for the product online.</p> <p>While this version doesn’t appear to be available anymore, Target’s main app also allows shoppers to scan barcodes in-store to view more information like reviews and ratings. Again, this speeds up the path to purchase, taking away the need to ask for further assistance from in-store employees.</p> <p><img src="https://assets.econsultancy.com/images/0008/5354/Target.JPG" alt="" width="600" height="315"></p> <h4>Neiman Marcus</h4> <p>Alongside fellow US retailer, Macy's, Neiman Marcus has increased its focus on visual search technology in recent years. Its app now allows users to upload photos to find similar styles to buy on the website.</p> <p><img src="https://assets.econsultancy.com/images/0008/5353/Neiman_Marcus.JPG" alt="" width="600" height="298"></p> <p>This taps into real-time demand, with consumers able to search and buy an item they like on-the-spot, whether it’s an outfit on a celebrity or someone passing by in the street. Camera-discretion is advised.</p> <p><em><strong>Now read:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68777-10-uses-of-computer-vision-in-marketing-customer-experience/">10 uses of computer vision in marketing and customer experience</a></li> <li><a href="https://www.econsultancy.com/blog/68919-how-visual-social-listening-is-helping-fmcg-and-beyond/">How visual listening is helping FMCG brands and beyond</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68971 2017-04-07T03:00:00+01:00 2017-04-07T03:00:00+01:00 Does Airbnb stand a chance in China? Jeff Rajeck <p>The story of a Western brand making a big announcement about launching in China and then withdrawing after a couple of years of disappointing results is on the verge of becoming a cliché.</p> <p>Recent examples of this tale of woe abound:</p> <ul> <li> <strong>ASOS</strong>: Which blew £10m trying to launch its own Chinese ecommerce site in 2014 and finally withdrew in April 2016.</li> <li> <strong>Delivery Hero</strong>: Which pulled out of China last year as well due to immense competition, laying off 400 staff in the country.</li> <li> <strong>Uber</strong>: Whose truce with Didi Chuxing in August essentially ended its adventures in China.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0008/5273/asos.jpg" alt="" width="800" height="450"></p> <p>Hope, however, springs eternal and with <a href="http://money.cnn.com/2017/03/09/technology/airbnb-billion-funding/">its recent $1bn funding</a>, <strong>Airbnb's executives are almost certainly on the hook to conquer the world, including China.</strong></p> <p>Will Airbnb succeed where others have failed? Or will the firm join the long list of other Western brands that failed to tame the red dragon? It's tough to say, but from a marketing perspective, it's not looking good for a few reasons.</p> <h3>1. The company blew it on the name</h3> <p>Airbnb went through a intense branding exercise in China. According to AdAge, Airbnb spent a year deciding on a Chinese character name for the company and, in that time, <a href="http://adage.com/article/cmo-strategy/hard-localize-brand-china-airbnb-learned/308405/">brand consultancy Labbrand tested over 1,000 possibilities with consumers.</a></p> <p>Yet the name they came up with for the China Airbnb brand (ài bi yíng) has been widely panned in the press <a href="http://www.campaignasia.com/video/china-to-airbnb-new-chinese-name-is-ugly-sounding-like-a-filthy-love-hotel/434914">and on social media:</a> </p> <ul> <li>"Ugly-sounding"</li> <li>"Sounds like a filthy love hotel"</li> <li>The brand "might as well stick to having no Chinese name" </li> </ul> <p>Others complained that the name is hard to say and it is remarkably similar to Microsoft's Bing search engine (bì yìng) which, apparently, is a <a href="http://shanghaiist.com/2014/03/28/hutong-school-pick-your-chinese-brand-name-carefully.php">term associated with illness</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/5274/airbnb-chinese-name.jpg" alt="" width="800" height="450"></p> <p>This is not a good start for Airbnb in the country. <a href="http://www.branding.news/2017/03/29/airbnbs-new-chinese-brand-name-welcomes-each-other-with-love/">According to Branding News</a>, "a good, and wisely-chosen Chinese name starts to attract consumers, but if not selected properly, the brand name may push away clients."</p> <p>One company which seems to have figured this out is Mercedes-Benz. The closest approximation of the company name in Chinese is <em>bensi</em> which sounds like 'rush to your death'. Because of this the company changed its Chinese brand name to a distincly different term <em>ben chi</em>, which translates to 'dashing speed'. In 2016, Mercedes-Benz celebrated the sixth successive year of growth.</p> <p>Best Buy, the American electronics firm, sadly did not do the same. Its Chinese name, <em>Baisimai</em>, translated to "think it over 100 times before buying" which is, perhaps, the opposite of the message that the company wanted to convey. Best Buy shuttered its Chinese operations after just a few years in the country.</p> <h3>2. Airbnb is up against well-established incumbents</h3> <p>Unsurprisingly, businesses which help consumers rent spare rooms on the internet already exist in China – <strong>in droves.</strong></p> <p>Local firms Tujia, Xiaozhu, and Zhubaijia are all known as the "Airbnb of China" and each have hundred of thousands of rooms available for booking already, compared to Airbnb's 75,000. And, because the companies are homegrown they are more likely to understand local tastes, housing standards, and how to build customer trust in the country.</p> <p><img src="https://assets.econsultancy.com/images/0008/5275/xiaozhu.jpg" alt="" width="800" height="464"></p> <p>That said, Airbnb is initially targeting outbound Chinese travelers in order to play on its strengths. None of these three local companies has much business outside of China where Airbnb dominates.</p> <p>This is a wise choice, <a href="http://jefftowson.com/2017/01/what-airbnb-should-do-differently-than-uber-in-china/">as one commentator notes</a>, but <strong>another local competitor, Ctrip, is already a significant player in the outbound China travel market.</strong> To illustrate this point, <a href="https://techcrunch.com/2016/11/23/ctrip-skyscanner/">Ctrip recently purchased UK-based Skyscanner</a> to further its international growth.</p> <p>This is not to say that Airbnb should avoid any market with competition, but it should consider the 'dead bodies' of other Western companies in front of them and <strong>understand that its stellar reputation in the West may not be sufficient to win China.</strong></p> <h3>3. Airbnb has not yet partnered with Baidu, Alibaba, or Tencent (aka BAT)</h3> <p>Possibly the most significant obstacle that Airbnb must overcome is that it has not yet partnered with one of the three big internet players in China: <strong>Baidu, Alibaba, or Tencent (collectively known as BAT).</strong></p> <p>It's difficult to overstate the importance of BAT in China. The total 2016 revenues of the three companies is estimated at $33bn and <strong>their combined market cap exceeds $500bn.</strong></p> <p>Also, Chinese netizens spend more that 60% of their mobile time using a service offered by BAT. This is largely because these three companies 'own' the high-frequency life services: group purchase, movie tickets, taxi hailing, and food delivery.</p> <p>With stats like this behind them, <strong>partnering with one of the BATs is essential for any Western brand to break into China.</strong> </p> <p><img src="https://assets.econsultancy.com/images/0008/5276/Baidu-Alibaba-Tencent-800x200.jpg" alt="" width="800" height="200"></p> <p>Interestingly none of the big three have yet invested in any of the clones and so <strong>Airbnb may be able to fill the homesharing niche for one or more of them.</strong></p> <p>Regardless of whether they do, though, Airbnb should seriously consider about how it is going to fit into the existing Chinese digital landscape before making too many more announcements about breaking into China.</p> <h3>So...</h3> <p>So will we soon be reading about Airbnb's massive losses in China and its decision to focus on 'more profitable, non-Chinese markets' in a few years' time?</p> <p>It's not clear one way or the other, but Airbnb does face a number of challenges in the country. While the name controversy may well disappear in time, <strong>the existing competition and the uncertainty about BAT's stance on the firm are two major issues which need to be resolved.</strong></p> <p>So while the funeral announcement may be premature, it is also a bit too soon for Airbnb to trumpet its arrival in China with much fanfare.</p> tag:econsultancy.com,2008:ConferenceEvent/863 2017-03-26T15:24:36+01:00 2017-03-26T15:24:36+01:00 Digital Outlook 2017 Part 2 - The Sequel <p>We hear you, and we understand that there are still many digital marketing topics that were not covered at <a href="https://econsultancy.com/events/digital-outlook-2017/" target="_blank">Digital Outlook 2017</a>.</p> <p>We have selected the next six trending digital marketing topics to be presented at this event. Join us in this half day session to find out the trends and digital marketing best practices for the year.</p> <p>There will be 6 keynotes - all aiming to provide the audience with a outlook for the year.</p> <p>&gt;&gt;&gt; <strong>Overview of the 2017's trending digital marketing topics</strong></p> <p>&gt;&gt;&gt; <strong>Trends, best practices and c</strong><strong>ase studies</strong></p> <p>Hear from leading practitioners and network with industry players to learn what digital marketers should focus today to plan for tomorrow and succeed later. </p> tag:econsultancy.com,2008:BlogPost/68930 2017-03-24T10:00:16+00:00 2017-03-24T10:00:16+00:00 10 amazing digital marketing stats from this week Nikki Gilliland <p>If that’s not enough to tickle your fancy, you can check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more.</p> <h3>Online retail sales are up 15% while smartphone growth slows</h3> <p>According to the <a href="https://www.imrg.org/data-and-reports/imrg-capgemini-sales-indexes/sales-index-march-2017/" target="_blank">latest figures</a> from the IMRG Capgemini e-Retail Sales Index, UK online retail sales were up 15% year-on-year in February. </p> <p>However, the rate of growth for sales through smartphone devices has roughly halved year-on-year, going from 96% in February 2016 to just 57% in February 2017.</p> <p>With tablet growth also remaining low at 3.5%, a sustained slowdown through this channel could potentially impact growth rates for online retail overall.</p> <h3>Instagram has more than 1m monthly active advertisers</h3> <p>Instagram has <a href="https://business.instagram.com/blog/welcoming-1-million-advertisers">just announced</a> that it has more than doubled its amount of monthly active advertisers in the past six months. Growing from 500,000 last September, it now with an advertiser base of 1m.</p> <p>Furthermore, there are now more than 8m businesses using a business profile on Instagram, with the greatest adoption coming from the US, Brazil, Indonesia, Russia and the UK.</p> <p><img src="https://assets.econsultancy.com/images/0008/4980/Instagram.jpg" alt="" width="275" height="548"></p> <h3>74% of shoppers will abandon purchases after adding items to their cart</h3> <p>Survey data from <a href="https://blog.salecycle.com/featured/infographic-people-abandon-shopping-carts/" target="_blank">SaleCycle</a> has revealed that 74% of online retail visitors who add something to their cart will leave without following through on the purchase.</p> <p>In terms of retail categories, health and beauty currently has the lowest abandonment rates of 68.2%. In contrast, consumer electronics has the highest with a rate of 78.8%.</p> <p>Overall, 34% of people are said to abandon their baskets because they are ‘just browsing’, while 23% might have an issue with shipping.</p> <p><img src="https://assets.econsultancy.com/images/0008/4975/SaleCycle.JPG" alt="" width="670" height="464"></p> <h3>8 out of 10 online shoppers avoid retailers after a bad returns experience </h3> <p>New data from Klarna has revealed that retailers who fail to provide consumers with a quick and easy returns service risk losing a large proportion of their customer base. </p> <p>In a survey of 2,000 UK consumers, <a href="https://www.theretailbulletin.com/news/past_the_point_of_no_return_22-03-17/" target="_blank">83% of online shoppers</a> said that they would never shop with a retailer they have had a bad returns experience with in the past. Similarly, 77% believe UK retailers need to improve their returns capabilities, while 28% said they have been put off returning items due to foreseen hassle. </p> <p>With online shoppers reportedly returning 10% of goods they buy online, and 40% deliberately ordering multiple items to send back what they don’t want, it is vital for retailers to improve returns processes in order to capture long-term loyalty.</p> <h3>Total video content views rose by 26% in 2016</h3> <p>The <a href="http://freewheel.tv/insights/#video-monetization-report" target="_blank">Video Monetisation Report</a> by FreeWheel has revealed that 2016 was a pivotal year for premium video consumption.</p> <p>The report states that content views rose by 26% from the previous year, with ad views up by 24%. Similarly, huge global events like the Rio Olympics and the Presidential election boosted video views, contributing to the general growth of popularity in live video content in the US.</p> <p>Meanwhile, as news and sport content enjoyed major growth across the pond, entertainment reigned supreme in Europe, with 93% of ad views being based on this content, as opposed to 46% in the US.</p> <h3>90% of UK agencies expect to increase turnover in 2017 </h3> <p>New findings from BenchPress suggest that, despite uncertainties over Brexit, a massive 90% of creative and digital agencies in the UK expect to increase their turnover in 2017.</p> <p>While 84% of agency owners were against Brexit, 52% have yet to notice any knock-on effect on their businesses following the referendum in June 2016.</p> <p>29% have experienced clients cancelling projects because of uncertainty around Brexit, while 11% have instead recorded increases in overseas work as a result of the devaluing of the Pound.</p> <p><img src="https://assets.econsultancy.com/images/0008/4976/Brexit.JPG" alt="" width="637" height="302"></p> <h3>78% of older shoppers fear a robot-run high street</h3> <p>A new <a href="http://possible.mindtree.com/SixthSenseofRetail.html" target="_blank">report by Mindtree</a> suggests that 78% of shoppers over the age of 55 are apprehensive about new retail technologies like automation, artificial intelligence and robotics infiltrating the high street.</p> <p>In contrast, 51% of shoppers between the ages of 16 and 24 are comfortable with the idea of automated technologies in stores.</p> <p>Additionally, the study – which involved a survey of 2,000 consumers in the UK – found there are differing opinions between genders, with 44% of men happy with a robotic shopping experience compared with just 30% of women. </p> <h3>Only a half of charities have a digital strategy in place</h3> <p>The <a href="https://www.skillsplatform.org/content/charity-digital-skills-report" target="_blank">Charity Digital Skills Report</a> has revealed that many UK charities are still struggling to get to grips with digital transformation. </p> <p>From a survey of 500 charity professionals, 50% said they do not have a digital strategy currently in place, and only 9% said they have been through digital transformation. When it comes to the biggest barriers, 57% of charities cite a lack of the right skills and 52% say a lack of funding. </p> <p>It’s not a case of disinterest, however, as 75% of charities think growing their digital skills would help them increase fundraising.</p> <p><img src="https://assets.econsultancy.com/images/0008/4977/Charities_digital.JPG" alt="" width="690" height="264"></p> <h3>26% of UK shoppers plan to spend more this Mother’s Day than 2016</h3> <p>From a survey of 1,000 shoppers, Savvy found that 66% of respondents will be getting involved with Mother’s Day this year, with 26% planning to spend more than they did in 2016.</p> <p>Despite spending more, there seems to be some negativity surrounding the type of gifts on offer. 54% of shoppers agree that Mother’s Day products presented in retail stores are ‘boring and lack inspiration’. Consequently, 45% of shoppers plan to purchase presents online – an increase of 7% on last year.</p> <p>Finally, 36% desire a wider range of gifts to suit different budgets, while 38% of shoppers want more gift ideas and inspiration from retailers.</p> <p><img src="https://assets.econsultancy.com/images/0008/4978/Mother_s_Day.jpg" alt="" width="665" height="583"></p> <h3>44% of advertisers are considering in-house solutions</h3> <p>ISBA and Oliver have conducted the first-ever UK survey on advertisers’ use of in-house and on-site agencies.</p> <p>The findings show that advertisers are now seeking closer relationships with fewer suppliers, as just under half of brands are now considering establishing an on-site or in-house capability.</p> <p>Lack of speed appears to be one of the main reasons for this, with 68% of marketers expressing frustration over the time it takes external agencies to make decisions or turn around briefs. In contrast, this figure drops to 8% for on-site and 20% for in-house agencies.</p> <p>Other advantages cited for in-house include improved brand expertise, collaboration, operational control and creative expertise.</p> tag:econsultancy.com,2008:BlogPost/68921 2017-03-22T13:58:13+00:00 2017-03-22T13:58:13+00:00 An introduction to AI-powered ecommerce merchandising Ben Davis <p>I caught up with Sören Meelby, VP Marketing at Apptus, to get an introduction to the technology (Apptus eSales), and to pose some questions about the user experience in online retail.</p> <h4> <em>Econsultancy:</em> Many ecommerce sites allow the user to filter by 'most popular'? How much further does automated merchandising go?</h4> <p><em>Sören Meelby:</em> Each and every sort order typically follows a logic or business rules and 'most popular' is fairly straight forward. It is the most popular products over a given or configurable time period.</p> <p>Using 'most popular' as an example, it has several aspects that can be controlled and therefore optimised and automated, such as:</p> <ol> <li>Time period to decide what is most popular.</li> <li>Metric to determine what is popular = is it # sold units, # of views, # of sales to unique customers.</li> <li>Type of filter applied to determine product set.</li> <li>Visitors' historic behaviour on the site in general and in 'most popular' as a specific type of list.</li> <li>What type of product attributes to look at when building the list of most popular.</li> </ol> <p>Each parameter will affect the output of the list and thus the type of products that will be exposed.</p> <p>If a long time period is used as input then the list of products shown in 'most popular' may seldom change and the retailer will sell the same small set of products over and over at least from the real estate where 'most popular' is in play.</p> <p>If a retailer wants to get specific results (typically uplift of a KPI) from having an area of their site showing 'most popular' they will track the performance and adjust (if possible) the parameters (e.g. 1-5, above) and measure the effect and then iterate until satisfied.</p> <p>If humans need to be involved in these multi-step optimisation iterations the process will be slow and error prone (especially if the goal is to optimise an entire site where a multitude of different areas should play in concert towards an overarching business goal).</p> <p>With an automated merchandising system the optimisation process described above is automated by means of using algorithms (driven by AI and machine learning principles) to continuously adjust the parameters 1-5.</p> <p>With an automated system no human input is strictly needed to get the optimisation process to happen but in our case a human can enrich the automated system by telling it what goal to optimise towards, typically a specific business KPI (conversion, revenue, profit). </p> <p><em>One example of Apptus's solution</em></p> <p><img src="https://assets.econsultancy.com/images/0008/4883/Navigation_2.gif" alt="apptus in action" width="800"></p> <h4> <em>E:</em> If facets and sorts are adjusted based on user behaviours, doesn't this remove important predictability from the user experience?</h4> <p><em>SM:</em> First, a brief history lesson: </p> <ol> <li>Lists were originally in alphabetical order. This quickly becomes cumbersome to use.</li> <li>Then came using result counts in combination with a category structure. This quickly becomes cumbersome.</li> <li>Then came exposing more detailed attributes from the result set, such as color, size, price range, language etc. - and this is, at present, the industry standard for how to facilitate help for a user to find what they are looking for when starting out at a broad product set.</li> </ol> <p>Our system offers the industry standard described in C above but with an important twist - we make a relevant selection of what facets and filters to expose to the user.</p> <p>This does give up a tiny bit of predictability but you make significant gains in usability and usefulness for the user experience. </p> <p>Firstly, we look not merely at the counts of results to determine how important they are, we look at the aggregate sales performance for the underlying product set in each filter or facet.</p> <p>Secondly, we apply machine learning and AI to select the most relevant facets and filters and what order to present them in (implied here is that order has an impact on the performance, which we have tested).</p> <p>So the end result is a more useful list of filters and facets that doesn't add to the cognitive load for the user when they consume the UI. </p> <h4> <em>E:</em> How do you deal with customers who browse on mobile and shop on desktop? </h4> <p><em>SM:</em> We follow the user, cross-channel. Anonymous users still get a record in our system.</p> <p>Anonymous users on multiple devices can to a certain degree successfully be merged into one, but we have a dependency on the site 'owner' to facilitate this in their cookie handling. A user is best identified when he/she makes a purchase or signs in – then we get the entire landscape of sessions merged into one and our ability to perform increases.</p> <p>To summarize – as long as the site owner is not preventing anything we can deal gracefully with multi-device interactions. </p> <h4> <em>E:</em> What's next in merchandising?</h4> <p><em>SM:</em> One important mission for us is to marry automation with control in our system, to offer merchandisers the freedom to act without being dependent on IT staff or data scientists.</p> <p>We see some of our richest clients being completely locked down due to systematic failure of platforms and systems to offer merchandisers any freedom to act.</p> <p>Also, despite the best intentions, the end customer experience simply does not delight customers in all cases – the proof is in the metrics. At Apptus, we believe that reversing this trend requires a radical new approach: an approach that is already proven in solving the same problems in other markets.</p> <p>Predictive machine-learning is being used, successfully, in financial markets, and marketing automation is moving over to using AI. These are trends driven by the same issues facing retailers – masses of information and not enough people or time to act intelligently on it instantly.</p> <p>With computers becoming the dominant force of retail, we believe that in five years’ time over 90% of the virtual shopping experience will be automated by computers with AI-powered ecommerce optimisation.</p> <p><em><strong>More on this topic:</strong></em></p> <ul> <li><a href="https://econsultancy.com/training/courses/online-merchandising-selling-in-the-digital-age/"><em>Online Merchandising Training Course</em></a></li> <li><em><a href="https://econsultancy.com/blog/68496-10-examples-of-ai-powered-marketing-software/">10 examples of AI-powered marketing software</a></em></li> <li><em><a href="https://econsultancy.com/blog/68387-how-missguided-uses-personalisation-to-create-an-addictive-shopping-experience/">How Missguided uses personalisation to create an addictive shopping experience</a></em></li> <li><em><a href="https://econsultancy.com/blog/68777-10-uses-of-computer-vision-in-marketing-customer-experience/">10 uses of computer vision in marketing &amp; customer experience</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68925 2017-03-22T11:19:22+00:00 2017-03-22T11:19:22+00:00 How ASOS targeted students via ‘Blank Canvas’ competition Nikki Gilliland <p>With help from marketing agency Seed, the ecommerce brand aimed to create an authentic and empowering campaign that would truly resonate and connect with this young audience. Here’s how it succeeded.</p> <h3>Understanding the student experience</h3> <p>ASOS says that its challenge was to become the number one destination for fashion-loving students. A rather broad aim, perhaps, but you get the idea. </p> <p>In order to do so, it first set out to better understand this target market and what it is they desire from an online brand. As well as determining specific characteristics of the consumer – someone who is likely to be fashion-forward, experimental, and highly targetable due to a high level of social media activity – it set out to identify key student trends.</p> <p>So, what do students want from university life today?</p> <p>ASOS suggests that the notion of ‘success’ is no longer as traditional as it once was – especially within university life. From starting a new business to becoming a social media influencer, the youth of today are far more set on creating their own version of success, as well as their own rules on how to achieve it.</p> <p>In turn, while fashion might have an impact on a student’s identify, it is clear that a curation of individuality and of one’s self is far more important than modern trends.  </p> <p>ASOS also emphasises the experience-seeking nature of today’s student audience – one that has grown up with the internet (and in fact has never been without it) - resulting in the expectation of a seamless consumer experience, whereby the real and digital worlds blur.</p> <p><img src="https://assets.econsultancy.com/images/0008/4945/ASOS_students.JPG" alt="" width="760" height="543"></p> <h3>An interactive campaign</h3> <p>Once the brand had determined the typical values and lifestyle of today’s student consumer, it aimed to craft a campaign that would ultimately align with and resonate with this audience.</p> <p>The ‘Blank Canvas’ competition – launched in time for the ‘back to uni’ period across multiple global markets – involved students creating their own version of a tote bag when they registered as a student on ASOS. </p> <p>There were a few ways to get involved, but it was all done via a simple app designed specifically for the campaign. Students could either create a bag from pre-designed emoji-style graphics, select from 10 designs by global professional artists, or upload a bespoke design that they had created themselves.</p> <p>Essentially, it meant that all students could have the opportunity to get involved, but it also gave the most creative the chance to truly stand out. The best design would win a prize – to be able to sell their creation on ASOS, as well as a bursary and dedicated mentor.  </p> <p>The winner would be decided by a voting system, with all voters receiving a 15% discount on the site to encourage participation.</p> <p><img src="https://assets.econsultancy.com/images/0008/4944/ASOS_blank_canvas.JPG" alt="" width="760" height="361"></p> <h3>The results</h3> <p>With over 22,000 custom-bags designed and over 80,000 votes from territories like the US and the UK, the competition drew a huge amount of interest.</p> <p>In turn, ASOS saw great results on-site, with a 178% success rate for targeted sign-ups, and a high conversion from sign-ups to shoppers.</p> <p><img src="https://assets.econsultancy.com/images/0008/4950/ASOS_stat.JPG" alt="" width="760" height="425"></p> <p>While the figures speak for themselves, the brand also measured success in terms of positive brand sentiment, citing excellent feedback from participants as well as the general overwhelming response of entries as proof. The competition element also meant that students essentially did the marketing on behalf of ASOS, using their own social presence to promote their entries and the campaign itself.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">last day to cast your votes for ASOS blank canvas! please click this link to vote for my bag design and share: <a href="https://t.co/Dt6Lun3uPK">https://t.co/Dt6Lun3uPK</a> xo <a href="https://t.co/O9I1u8kCmg">pic.twitter.com/O9I1u8kCmg</a></p> — Alison (@alison_geddes) <a href="https://twitter.com/alison_geddes/status/807582274996830208">December 10, 2016</a> </blockquote> <p>Finally, the brand was able to take away a few key discoveries about the student consumer, using it to inform future campaigns and targeting. Firstly, that the age-old student stereotype is far from the reality of this super-ambitious demographic. </p> <p>Secondly, that by empowering a young audience – offering them a chance to fulfil their own potential as well as explore their individuality – a brand is able to generate great results. </p> <p><em><strong>More on ASOS:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67823-what-makes-asos-s-online-customer-experience-so-enjoyable/" target="_blank">What makes ASOS's online customer experience so enjoyable?</a></em></li> <li><em><a href="https://econsultancy.com/blog/67950-eight-ecommerce-checkout-design-features-that-make-asos-great/" target="_blank">Eight ecommerce checkout design features that make ASOS great</a></em></li> <li><em><a href="https://econsultancy.com/blog/67870-why-asos-is-still-leading-the-online-retailing-pack/" target="_blank">Why ASOS is still leading the online retailing pack</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3216 2017-03-21T12:35:31+00:00 2017-03-21T12:35:31+00:00 Usability and Persuasion in E-commerce <p>Usability and persuasion techniques are proven to increase e-commerce conversion rates. From search and navigation through to product pages, shopping bag and checkout, this course will arm you with a wealth of insights that you can begin using on your own e-commerce customer experience.</p>