ROI Case File No. 046 | Visual Beauty and Sales Disparity: On-Demand Company's Labyrinth

Chapter One: The Incoming Request

London 1891, a telegram arrived at the detective agency on 221B Baker Street.

"Our company's e-commerce site is beautifully finished, yet sales don't grow as expected..."

An earnest voice from On-Demand Corporation's e-commerce manager, Mr. Tanaka. Founded in 1986, the company has 25 years of achievements in video/content production industry, facing modern mysteries amid digital transformation waves.

"Our UI is industry-renowned, but customers seem lost in purchase pathways."

Watson read the telegram aloud while pondering before the fireplace. What exactly happens in the gap between beauty and functionality?

Chapter Two: Three Detectives' Perspectives

3 PM—three master detectives assembled at the agency.

🟦 Gemini spoke first:
"Let's break this down with KPT Analysis, shall we? UI and UX aren't synonymous. We need separate analysis of visual beauty (Keep), actual purchase behavior (Problem), and conversion design (Try)."

🟧 Claude murmured while gazing at sunset from the window:
"This one sentence, couldn't we convey it with more 'feeling'? E-commerce sites created by video production professionals are museum-beautiful. But people 'appreciate' in museums, they don't 'purchase.' The disconnection's identity lies there."

⬜️ ChatGPT developed hypotheses while holding a pipe:
"That story sounds worth expanding, doesn't it? Hypothetically, information design specializes in 'showing' while lacking experience design 'prompting action.' This might be video production companies' occupational hazard."

Chapter Three: Dissecting Solutions and Structures

Three detectives began detailed verification of site analysis data provided by Mr. Tanaka.

Gemini deployed frameworks:
"AIDMA analysis shows high Attention and Interest but extremely low Desire-to-Action conversion rates. Numerically, page views are 1.8× industry average, but conversion rates remain at 0.6×."

Claude supplemented from intuitive perspectives:
"Sites created by video production professionals are indeed 'works' with high completion levels. However, purchase experiences are fundamentally different. Visitors enchanted by beautiful videos face practical questions 'how to buy?' when attempting purchases—like museum visitors suddenly wanting to 'purchase this painting immediately' but wandering around searching for reception desks."

ChatGPT organized backgrounds:
"Considering 1986 founding history, company DNA lies in 'quality pursuit.' Aesthetic sense cultivated through video production manifests in e-commerce sites. However, B2B and B2C purchase psychology differences, particularly impulse buying versus deliberate selection usage distinctions, likely emerge as challenges."

Chapter Four: Systematic Analysis Summary

Gemini framed the overall picture:
"5W1H organization: Who (video production pros) created What (e-commerce site) for Why (sales improvement) through How (artistic approaches), but When (purchase timing) and Where (purchase pathways) design was insufficient. Fundamentally, paradigm gaps exist between production and sales thinking."

SWOT Analysis: - Strengths: Overwhelming visual quality, brand recognition - Weaknesses: Complex purchase pathways, weak CTAs (Call to Action)
- Opportunities: Pioneer positioning in video×e-commerce fusion - Threats: Usability-focused competitor emergence

Chapter Five: Conclusion and Cross-Reinforced Hypotheses

Claude summarized through storytelling:
"On-Demand's case symbolizes 'specialization curses' facing modern enterprises. Pride as video production professionals paradoxically obstructs success in different e-commerce contexts. True solutions aren't abandoning visual beauty but making that beauty function as 'bridges to purchasing.'"

ChatGPT articulated insights:
"Analysis reveals 'structural challenges when content creators become platform operators.' Balancing production completeness as finished works with functionality as sales tools becomes crucial management challenges in future digital ages."

Gemini logically reinforced decisive hypotheses:
"Data-derived laws show 'aesthetic quality ≠ sales effectiveness.' Applying cognitive load theory to purchase behavior reveals visual information overload causes decision delays. Mobile optimization and purchase pathway simplification could improve conversion rates by at least 2.3×."

Epilogue: Resonance and Anticipation for the Next Case

Watson recorded three detectives' analyses while gazing at London streets as night fell.

"This case again made me realize 'double-edged sword specialization.' On-Demand's video production technology was indeed first-class. Yet that technology sometimes becomes barriers in different e-commerce contexts.

True detectives aren't misled by superficial beauty but perceive essential underlying challenges. Similarly, true managers might be those who can translate company strengths into applicable forms for other fields."

As fireplace flames quietly swayed, three detectives awaited telegrams for next cases.

'Beauty sometimes becomes the greatest barrier to action'

—With love from ROI Detective Agency

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