Design for Ecommerce Success Massimo Arrigoni Chief Product Officer, MailUp
Massimo Arrigoni Chief Product Officer, MailUp Previous: Co-founder and CEO, Early Impact, ProductCart
Why optimize ? Because your sales depend on it. 3
Substantial revenue comes from ~20% of sales 4 Source: eConsultancy – 2015 and Marketing Industry Census % of sales attributed to
The power of the address 5 Guy Kawasaki at the Experience Conference
in 2015 Whom are we designing for? 6
How mobile are your subscribers? ~50% is mobile 7 Source: Litmus - 53% of s Opened on Mobile, January 2015
How mobile are your subscribers? Ours are 24% mobile 8 Source: MailUp “Device report” statistics for MailUp Inc.
How mobile are your subscribers? Benetton’s 49.3% mobile 9 Source: MailUp “Device report” statistics for Benetton SPA
What clients are they using? Bye, bye Outlook! 10 Source: clientmarketshare.com by Litmus, August 2015 These stats = 70% of clients show images by default Be careful: % can vary greatly between B2C and B2B lists.
5 design tips We’re just scratching the surface. 11
The importance of mobile #1 Adopt a mobile-first approach 12
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It’s all about focus. 16 #2 Design uncluttered, focused messages… Source: Windsor Circle – Top 25 Holiday Campaigns of 2014 – August 2015
It’s all about focus. 17 #2 … visually separating different sections.
Test. Track results. Repeat. 18 #3 Try new things. Like animated GIFs… Source: Ann Taylor LOFT via Litmus’ A Guide to Animated GIFs in , March 2014
19 Source: Real Time – Food Network example of countdown timer - #3 … and interactive content.
It’s not all about stunning images #4 Use text: it works… 20
It’s not all about stunning images #4 … and it may not even be text (but remember image blocking) 21 Source: my inbox. Banana Republic campaign, August The text is actually a JPG image file.
It’s not all about stunning images 22 Source: HubSpot – Plain-text vs. HTML s: which is better? (July 2015) #4 Is it text … or maybe it’s just that “less is more”?
It doesn’t stop with the #5 Design for the entire UX 23 Source: Litmus Mobile-Friendly & Landing Page Trends, July 2015
Quick recap! 1.Mobile is (probably) key 2.Stay focused 3.Try new things 4.Use text 5.Mind the entire journey 24
Some design resources Litmus on Acid Fresh Inbox Design Review by Action Rocket Professional DesignProfessional Design by Jason Rodriguez Campaign Monitor’s HTML design guidelines MailChimp’s design guide beefree.iobeefree.io free editor … and many more 25
Discussion Massimo Arrigoni