PART FOUR:

Optimising the landing page.

There are multiple online platforms that can be utilised for plenty of different things. Websites can be used both for informational and e-commerce along with social media which can be both used for personal use as well as a marketing strategy for advertisement. A brands online content should reflect the brands narrative and personality to ensure consistency. The role of the internet becoming a retail channel created a different avenue for the fashion industry becoming a place in which purchasing was available to a wider crowd of people along with it being a more cost-effective way of shopping. The landing page of a website if the first view a consumer will see when they visit a brands website to ensure having a good bounce rate and retaining the traffic which has been attracted, the use of theory’s which optimize the landing like the F-Shape reading pattern (Nielsen, 2006) this study shows how a user reads a web page in an f shape so placing the most important information in these areas create a higher chance for a consumer to interact with the landing page for example placing click through in the bottom left corner would result in less interaction as the eyes are less likely to focus on this area of the screen meaning inefficient conversion takes place to ensure the retention of the consumer.

PART FIVE:

The Key touchpoints for visula communications

Visual communications are a key way for a brand to project its brand values this can be done via many different channels of communications. An example brand which uses visual communications to express its brand values is Ecoalf, its sustainable efforts are visually displayed throughout the brands website and continued through its products and packaging. There are three avenues and touchpoint which impact the consumers experience and interaction with the brand (D’Arienzo, 2016, NP) Firstly Pre-Purchase Experience this is where the brands digital communication channels are most crucial for attracting traffic to hopefully follow through to being a consumer. The website is a main part to play as it’s a method of online payment as well as being informational to the consumer two other parts of the Pre- Purchase Experience are Advertisements and Collateral these areas play an important part of attracting potential consumers to the website this can be done via social media with the use of campaigns if successful this leads onto the consumers purchase experience, making sure there are a range and variety of products offered and available to the consumer and having visually pleasing marketing displays to encourage the consumer to make a purchasing decision along with this the product should live up to and reflect the brand’s brand values.