Cartoon characters boost sales for comparison site

Each subject has been given a cartoon mascot on the textbook comparison site

Each subject has been given a cartoon mascot on the textbook comparison site

There's been a lot of talk in the web design world recently about 'emotional design' - which involves creating a distinct personality for our interfaces. This thinking has inspired the latest makeover of textbook price comparison site SlugBooks.com - which describes itself as "Kayak for college textbooks".

A massive page-footer illustration brings all the characters together

A massive page-footer illustration brings all the characters together

SlugBooks founder and CEO David Miller is keen to make sure the new elements of emotional design are helping, not hurting sales of textbooks via the site.

"I'm a huge supporter of websites developing their own branding/personality, but having a pulse on the analytics is very important, especially when you entering those murky waters of branding," he tells us. "So we're always monitoring if there is a subject that is underperforming."

Robust analytics ensure the cartoons are helping, not hurting, conversions on the site

Robust analytics ensure the cartoons are helping, not hurting, conversions on the site

"For example, our dance textbook couldn't keep up with the rest, while our chemistry textbook has consistently been among our stronger performers."

And those cool animated effects? "The autocomplete forms are sync'd to the character pointers through CSS and JavaScript," explains Miller. "This allows us to show the user that the books are moving as they go through the form elements."

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The Creative Bloq team is made up of a group of art and design enthusiasts, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of eight full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Ecommerce Editor Beren Neale, Senior News Editor Daniel Piper, Editor, Digital Art and 3D Ian Dean, Tech Reviews Editor Erlingur Einarsson, Ecommerce Writer Beth Nicholls and Staff Writer Natalie Fear, as well as a roster of freelancers from around the world. The ImagineFX magazine team also pitch in, ensuring that content from leading digital art publication ImagineFX is represented on Creative Bloq.