Nike
Animated designs now make up 44% of total Nike eGift sales
The Challenge
Recharge Nike e-gift card sales via their own website (their e-commerce site).
The Nike e-gift website is a Jigsaw managed site, so we got to work thinking about what would help to engage new purchasers and remind previous buyers about Nike’s gift card products.
Nike were keen to implement something as quickly as possible, so pace of execution was essential.
The Process
Animation! That was the answer to this challenge. Why? Because animation boosts conversion rates, they are a great way to simplify a complex design idea or message in a creative but concise way. They’re also a cost-effective way of keeping the offering fresh and relevant whilst being memorable for recipients and of course fun!
That meant we all had work to do. Nike were tasked with creating some GIF’s to match their brand theme at the time, which would become the animated e-gift. They preferred to do this design work in house. Simultaneously, we started work on development to their ecommerce site to enable the animated e-gift cards to sit alongside the existing static gift card designs on the site. This was crucial for a tidy customer experience and meant that the animated card designs would only move when selected rather than constantly. We also needed to adjust the email template that customers received once an order was placed, to embed the animated card and match the new design overall.
The Result
44%
of total Nike eGift sales is now made up of animated designs, so clearly customers love them!
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eGift sales increased even from the first month that the animated designs were added
