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Giovanni Pola
Contenuti di prodotto
dall’engagement alla vendita
PRIMA IMMAGINA POI COMPRA
Internet è un equilibrio efficace
di
FORME
IMMAGINI IN MOVIMENTO
SUONI
PAROLE
in grado di comuni...
IPERLINGUAGGIO DIGITALE
Il nostro SISTEMA
ATTENZIONALE
RAPPRESENTATIVO viene
particolarmente stimolato dalla
navigazione s...
OLD-BRAIN & INTENTION TO BUY
Il CERVELLO PRIMITIVO
effettua scelte di acquisto
sulla base di 6 fattori:
1. IMPATTO PERSONA...
E-COMMERCE CONTENT STRATEGY
4 fattori di successo per
attivare la funzione
decisionale:
1. BISOGNO PRIMARIO
2. UNICITÀ E S...
SODDISFARE I BISOGNI PRIMARI
Rispondere al bisogno
primario significa:
→ elaborare strategie di
vendita che soddisfino
imm...
IL PRIMO IMPATTO INDIRIZZA L’UTENTE
Catturare l’attenzione
dell’utente al “PRIMO
IMPATTO”
indirizzando il percorso di
acqu...
UNICITÀ E SEMPLICITÀ
→ SEMPLICITÀ della
struttura, dei contenuti,
delle descrizioni
→ UNICITÀ IDENTITARIA
2
RIDURRE LE OPZIONI IN CHIUSURA 2
Incrementare il CONVERSION RATE
non solo riducendo le opzioni, ma
segnalando la migliore.
VALORIZZARE LE DESCRIZIONI TESTUALI
In net-a-porter.com una
semplice “DESCRIZIONE”
diventa la “NOTA
DELL’EDITORE”.
2
STIMOLI UNICI ALL’ESPLORAZIONE 2
In FARFETCH è possibile esplorare il
catalogo anche sulla base dei TREND e
categorie part...
FORNIRE UNA PROVA IMMEDIATA
Elementi utili a fornire una
“reason to believe” sono:
→ COMMENTI
→ RANKING
→ USER GENERATED
C...
SEPHORA: COMMENTI FILTRABILI
Su SEPHORA commentare è
più semplice grazie ad una
PRE-SELEZIONE DI
KEYWORD.
I commenti sono ...
CAPI REALI SU DONNE VERE
ZAPPOS usa modelle
differenti per mostrare
all’utente la vestibilità del
capo su qualsiasi tipo d...
SOCIAL MEDIA O E-COMMERCE? 3
Nasce prima il social o l’ecommerce?
Su FANCY o WANELO condividere
viene prima di comprare
AMAZON E EBAY “PINTERIZED” 3
I grandi e-commerce puntano su
dinamiche alla Pinterest: CATALOGHI
USER GENERATED.
CONTENUTI SOCIAL IN PAGINA 3
Diverse tecnologie abilitano
l’AGGREGAZIONE di contenuti social.
COINVOLGIMENTO E ISPIRAZIONE
Emozionare ed ispirare un
acquisto attraverso
CONTENUTI INASPETTATI e
STORYTELLING
coerenteme...
SHOP THE STORY, SHOP THE TREND 4
CONTENUTI e STORYTELLING
semplicemente connessi al catalogo
abilitano nuovi processi di v...
SHOPPABLE FILM 4
Su Farfetch vengono pubblicate
specifiche PRODUZIONI VIDEO
volte a descrivere il mood di uno
particolare ...
SHOP THE INFLUENCER’S LOOK 4
La funzione SHOP THE LOOK nella
sezione The Beauty Board su Sephora.
ABERCROMBIE VIDEO E BRAND IDENTITY 4
3 diversi look raccontati attraverso
MINIVIDEO in homepage, rimandano ad
una scheda p...
CONCLUSIONI
1. INNOVARE SEMPRE, MA
EFFICACEMENTE
2. IL BUON SENSO PREVALE
SULLE REGOLE
3. ADEGUIAMOCI ALLA
CULTURA DEL PAE...
GRAZIE
Giovanni.pola@simpleadvisory.it
www.simpleadvisory.it
@giovannipola
giovannipola.com
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B com 2014 | Contenuti di prodotto: dall'engagement alla vendita_Giovanni Pola, Simple Advisory

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Conferenza plenaria_26 marzo 2014

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B com 2014 | Contenuti di prodotto: dall'engagement alla vendita_Giovanni Pola, Simple Advisory

  1. 1. Giovanni Pola Contenuti di prodotto dall’engagement alla vendita
  2. 2. PRIMA IMMAGINA POI COMPRA Internet è un equilibrio efficace di FORME IMMAGINI IN MOVIMENTO SUONI PAROLE in grado di comunicare e contemporaneamente interagire. Picture by Dave Dave Dave - Flickr
  3. 3. IPERLINGUAGGIO DIGITALE Il nostro SISTEMA ATTENZIONALE RAPPRESENTATIVO viene particolarmente stimolato dalla navigazione su Internet. L’INTERATTIVITÀ ci rende maggiormente in grado di “IMMAGINARE IN 3D”, coinvolgendo tutti i sensi… Guitarra y Cartas, Juan Gris, 1913
  4. 4. OLD-BRAIN & INTENTION TO BUY Il CERVELLO PRIMITIVO effettua scelte di acquisto sulla base di 6 fattori: 1. IMPATTO PERSONALE 2. CONTENUTI CONTRASTATI 3. PROVE TANGIBILI 4. POLARIZZAZIONE INIZIO-FINE 5. COMUNICAZIONE VISIVA 6. FORTI EMOZIONI “Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain” di Patrick Renvoise
  5. 5. E-COMMERCE CONTENT STRATEGY 4 fattori di successo per attivare la funzione decisionale: 1. BISOGNO PRIMARIO 2. UNICITÀ E SEMPLICITÀ 3. PROVA EVIDENTE 4. COINVOLGIMENTO E ISPIRAZIONE
  6. 6. SODDISFARE I BISOGNI PRIMARI Rispondere al bisogno primario significa: → elaborare strategie di vendita che soddisfino immediatamente la PRINCIPALE NECESSITÁ degli utenti. → Abilitare PERCORSI PERSONALIZZATI e studiati in base ai BISOGNI REALI. 1
  7. 7. IL PRIMO IMPATTO INDIRIZZA L’UTENTE Catturare l’attenzione dell’utente al “PRIMO IMPATTO” indirizzando il percorso di acquisto in funzione dei suoi bisogni. Il costo di un oggetto è uno dei “dolori” principali del compratore: → SCONTO IN PRIMO PIANO → PREZZI AGGREGATI E NON PER SINGOLO COMPONENTE 1 SALE 20% off
  8. 8. UNICITÀ E SEMPLICITÀ → SEMPLICITÀ della struttura, dei contenuti, delle descrizioni → UNICITÀ IDENTITARIA 2
  9. 9. RIDURRE LE OPZIONI IN CHIUSURA 2 Incrementare il CONVERSION RATE non solo riducendo le opzioni, ma segnalando la migliore.
  10. 10. VALORIZZARE LE DESCRIZIONI TESTUALI In net-a-porter.com una semplice “DESCRIZIONE” diventa la “NOTA DELL’EDITORE”. 2
  11. 11. STIMOLI UNICI ALL’ESPLORAZIONE 2 In FARFETCH è possibile esplorare il catalogo anche sulla base dei TREND e categorie particolari (es. tutti i vestiti a righe)
  12. 12. FORNIRE UNA PROVA IMMEDIATA Elementi utili a fornire una “reason to believe” sono: → COMMENTI → RANKING → USER GENERATED CONTENT → BADGE Le testimonianze di altri utenti sono lo strumento più efficace. 3
  13. 13. SEPHORA: COMMENTI FILTRABILI Su SEPHORA commentare è più semplice grazie ad una PRE-SELEZIONE DI KEYWORD. I commenti sono FILTRABILI attraverso diversi parametri (stelle, sesso, età, colore degli occhi, tipo di pelle,…) 3
  14. 14. CAPI REALI SU DONNE VERE ZAPPOS usa modelle differenti per mostrare all’utente la vestibilità del capo su qualsiasi tipo di corpo. → “Umanizza” le modelle comunicando, oltre alle misure, il nome e i loro gusti personali. 3
  15. 15. SOCIAL MEDIA O E-COMMERCE? 3 Nasce prima il social o l’ecommerce? Su FANCY o WANELO condividere viene prima di comprare
  16. 16. AMAZON E EBAY “PINTERIZED” 3 I grandi e-commerce puntano su dinamiche alla Pinterest: CATALOGHI USER GENERATED.
  17. 17. CONTENUTI SOCIAL IN PAGINA 3 Diverse tecnologie abilitano l’AGGREGAZIONE di contenuti social.
  18. 18. COINVOLGIMENTO E ISPIRAZIONE Emozionare ed ispirare un acquisto attraverso CONTENUTI INASPETTATI e STORYTELLING coerentemente con l’immagine e i valori del brand. 4
  19. 19. SHOP THE STORY, SHOP THE TREND 4 CONTENUTI e STORYTELLING semplicemente connessi al catalogo abilitano nuovi processi di vendita.
  20. 20. SHOPPABLE FILM 4 Su Farfetch vengono pubblicate specifiche PRODUZIONI VIDEO volte a descrivere il mood di uno particolare retailer.
  21. 21. SHOP THE INFLUENCER’S LOOK 4 La funzione SHOP THE LOOK nella sezione The Beauty Board su Sephora.
  22. 22. ABERCROMBIE VIDEO E BRAND IDENTITY 4 3 diversi look raccontati attraverso MINIVIDEO in homepage, rimandano ad una scheda prodotto essenziale ma estremamente coerente con l’IDENTITY.
  23. 23. CONCLUSIONI 1. INNOVARE SEMPRE, MA EFFICACEMENTE 2. IL BUON SENSO PREVALE SULLE REGOLE 3. ADEGUIAMOCI ALLA CULTURA DEL PAESE
  24. 24. GRAZIE Giovanni.pola@simpleadvisory.it www.simpleadvisory.it @giovannipola giovannipola.com

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