Hitherto reluctant to this trend, luxury brands around the world are now developing their online presence in order to compensate for lost sales and balance their financial situation. To support its digital growth, LVMH, the largest luxury group in the world, has created a new corporate position, namely that of Omnichannel Director , which focuses on the integration of online and offline sales channels. In addition, luxury Senegal Phone Number List conglomerates Richemont and Alibaba have invested $ 1.1 billion in Farfetch’s new Chinese marketplace to boost sales, the BBC reports. In this article, we’ll take a detailed look at how luxury brands can increase e-commerce conversion rates and perform better on direct-to-consumer websites.

Converting a website means causing a user to take a predetermined action, such as signing up for a newsletter, filling out a form, sharing content on social media, or completing a purchase. When expressed as a percentage, the number of people who take this action defines the conversion rate. In order for users to make a decision and take the required action, defined as the campaign goal, they need to go through the conversion process, described here as the conversion funnel. This process includes: Awareness – Making consumers know that your brand or products exist.

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This is usually done through SEO, the press, social media, influencers, advertising, etc. Interest – The next step in the funnel is to generate interest and therefore consideration. Desire – Generate desire and give consumers the impression that they could benefit from using your brand’s products and services. Action – Get consumers to take action, whether it’s buying something, signing up for information, or downloading an eBook. In the luxury sector, optimizing e-commerce conversion rates is crucial. While other sectors rely on quantity and flow, the luxury sector is different.

Here, it is less about the volume of users who access your website and more about the tiny fraction of them who convert, because luxury products are aimed at a niche audience and therefore have a smaller consumer base . According to the 2020 Adobe Analytics Consumer Electronics Survey, which studied 80% of transactions for America’s 100 largest online retailers, stores with expensive products require more visits to generate sales, resulting in a lower conversions . This is the reason why high-end products are found at the bottom of the conversion tables.

Brands Should Consider 3 Key Points That Will Optimize The Customer’s Shopping Experience

Moreover, the same study reveals that the average order value is $ 159, but this value varies from industry to industry. For example, the average order value for jewelry and cosmetics is $ 226, and that of luxury digital retailers is $ 408 , which is more than 3 times the average of America’s top 500 merchants. In conclusion, while luxury sites have lower conversion rates, they have higher spend per customer. Therefore, attracting the right people and delivering a website experience that leads to your goal is a much better strategy for luxury marketers than focusing on attracting as many consumers as possible.

When selling high-end products, brands need to ensure that users are qualified buyers and have some purchasing power. Optimizing e-commerce conversion rates allows brands to not only increase sales by attracting more buyers, but also drive more spend per customer . Achieving this means ensuring a high-end and remarkable digital shopping experience and providing the information necessary to attract and educate consumers. 6 ways to increase e-commerce conversion rates in the luxury industry 1. Use great visuals that justify the product: Product photo VS 3D visualization According to scientists, the human brain processes images about 60,000 times faster than texts .

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