Roundtable #12: Balancing Brand and Conversion Through Merchandising and Messaging
When looking to optimize a site, beauty versus function often seem at odds. Brand enforcers may have strict guidelines on messaging, imagery and customer engagement. Merchandisers want to explore ways of increasing conversion rates, even if it means pushing the bounds of the brand manual.
At this roundtable, we will address:
• How you balance the need for consistency in messaging while testing and optimizing conversion rate.
• How online merchants can maintain a positive experience and test alternative messaging, without compromising branding.
• What tools are available to online merchandisers to help them maintain brand consistency in a dynamic e-commerce environment.
This roundtable takes place at Table #12.
Moderators: Danielle Savin, Director, Digital Marketing Consulting Practice, Lyons Consulting Group and Andy Wang, Digital Marketing Brand Manager, World Kitchen