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New York eCommerce Meetup is only a week away: LEARNING THE SECRECTS TO A MORE EFFICENT SHOPPING EXPIREINCE WITH HIGHER CONVERSION RATES

From: Chanah S.
Sent on: Monday, June 1, 2015 1:23 PM

Hey New York eCommerce and Magento Meetup Fans,

Why should you care about rich media?

MORE EFFICENT SHOPPING EXPERIENCE =HIGHER CONVERSION RATES

When: Wednesday, June 10, 2015 7:00 PM- 9:30 PM

Where: Hara Partners Office Space, 31 west 34th street, 7th floor

RSVP HERE

Jupiter analyst Patty Freeman states that certain lower tech media applications boost eCommerce sales and have a higher return than more expensive higher tech offerings. Specifically, she points to tools like zoom, the ability to view a product in many colors and offering multiple product photographs. The success we've seen is really in color change, where you can change the color of the sweater n the model. And that really gives consumers a wonderful way of envisioning the product. She refers to these tools, somewhat tongue in cheek, as "less rich media" She says, "''mildly wealthy' media, or 'middle class' media is very helpful to consumers." In fact, she says, one of the most persuasive sales is decidedly low tech: allowing customers to refine their search results by price, brand, style, attributes, etc. "It's things that make their shopping more efficient," she says.

 

Shoppers like to interact with the interface and get personalized recommendations based on personal preferences


Chung points to a form of growing form of rich media he calls "rich interaction." For example, Google Maps, a fully interactive program allowing users to drag and zoom maps at all levels of detail for all of North America. In the past, "This was the type of application you got only when you were using a desktop application," he says.

An example of the pioneering use of rich interaction in e-commerce is the Mini Cooper site. The site enables users to customize their own car, from body color to dashboard details to radio type. As the user customizes, the dollar total updates to reflect the cost of choices. Due to the quality and number of photographs used, offering this interaction via dial-up would be cumbersome.

Chung explains that a "rich interaction application" is a custom-written piece of software that enables a Web site to offer advanced user-site interaction. The application downloads in the background, seamlessly, without needing input from users.

One such rich interaction application is Allurent's shopping cart module. The demo is here.

The cart's use of rich media to enhance suggested selling techniques is particularly persuasive. In response to items already in the cart, various related products slowly fly into view, fade, then are replaced by other related items.

The cart interacts with users as they fill out forms. If a shoppers makes a mistake, instead of having to fill out the entire form then hit 'Submit' — only to be told of a error — a small flag pops up the moment they type something incorrectly.

Your fearless eCommerce leader,

Chanah

I you are interested in speaking at one of the New York eCommerce/Magento Meetups please contact me at [address removed]

This Meetup is sponsored Hara Partners.

Check our Hara Partners: Facebook, Twitter, and Instagram pages

You can always get in touch with me through my group profile on Meetup.

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