Brian Vella, MD, DTDigital, and Corinne Wilson, Digital Marketing Manager, Honda Australia, explore how successful ecommerce appeals to both our emotional and rational sides.

1. RIGHT BRAIN / LEFT BRAIN COMMERCE

2. OFFLINE RETAIL FOCUS
SERVICE EXPERIENCE MERCHANDISE TECHNOLOGY

3. ONLINE RETAIL FOCUS
TECHNOLOGY MERCHANDISE EXPERIENCE SERVICE

4. ONLINE RETAIL FOCUS
Differentiation
starts here
Sales
and
Brand
Performance
Many stop
here
Technology
Experience Service
Effort

5. ONLINE RETAIL FOCUS
Sales
and
Brand
Performance
• Luxury brands
• Travel
• Automotive
Technology
Experience Service
Effort

7. PHILOSOPHY
P People
Understand you customers’ activity and behaviour
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change
T Technology
Decide which technologies to use

8. DT ONLINE CUSTOMER
EXPERIENCE PATHWAY

9. DT ONLINE CUSTOMER
EXPERIENCE PATHWAY
CONSUMER INTENT

10. DT ONLINE CUSTOMER
EXPERIENCE PATHWAY
CONSUMER INTENT
+
USE CENTRED DESIGN

11. Consumer Intent

14. DIGITAL BODY LANGUAGE

19. HONDA ECOSYSTEM WEBSITE
MOBILE CONVERSIONS
360 spins/ printed
CONTENT
colour options video content brochure
interactives mobile requests
applications
content
strategy test drive
ADVERTISING bookings
DIGITAL PRESENCE mobile
website
honda one
brochure
online display EMAIL honda.com.au DIGITAL requests
showroom INSTALLATIONS
data and
viral triggered analytics find a dealer
campaigns emails
honda mobile dream wall
social
presence
launch emails iPad
applications social
strategy
SEARCH SOCIAL
Twitter
AWARENESS honda eNews
ENGAGEMENT SEM Facebook
monitoring
ACTIVE CONSIDERATION YouTube
honda one SEO management
RELATIONSHIP BUILDING news
ADVOCACY

20. USER-CENTRED DESIGN PROCESS

21. EARLY PROTOTYPE

22. FINAL VERSION (LIVE)

23. COMPARISON

24. OLD CIVIC PAGE

25. NEW CIVIC PAGE

26. OLD CIVIC PAGE

27. NEW CIVIC PAGE

28. RESULTS
Test Drive Requests +52.5%
Brochure Requests +61.2%
Brochure Downloads +99.7%
2 months before and after change

29. CALLS TO ACTION

30. TEST
LEARN
ADAPT

31. SUCCESS IS 99% FAILURE

32. SUMMARY
1. Don’t overlook what you already know
2. People first, technology last
3. Right brain / left brain to improve conversion
4. Never stop learning and adapting

33. THANKS
Brian Vella / brian.vella@dtdigital.com.au
@brian_vella
@dtdigital
@corinne_wilson
@honda_australia