More and more luxury brands are turning to e-commerce and online sales to reach a more and more connected audience and get closer to their customers all over the world. If e-commerce comes with standards and best practices, the luxury industry brings their own values to the concept: top-end personalized service, high quality, design and technology, customer service…
The beginning of the year is the time I conduct a UX benchmark accross luxury websites, to identify best practices in the industry. This year, 32 e-commerce websites were analyzed, and here are the main conclusions.
Applying best practices and standards is not sufficient for e-commerce any longer. Successful websites have to focus on customer experience throughout the whole process, and offer the best possible service. In this era governed by pictures, with stars like Instagram or Youtube, product visual is getting more and more important for e-shoppers. If a thumbnail can potentially still be sufficient for everyday groceries, the power of a high-quality, detailed and in-situation picture has never been stronger. And technology can support working harder and going further on product visuals, including 360° view, cinemagraph and augmented reality.
Did you know online sales represented 6% of the global luxury market for personal goods in 2014? Luxury e-commerce has grown in the past years, by 27% between 2009 and 2014. Selling on the Internet is a big challenge for renowned luxury maisons, and one big strategic step, that more and more of them are taking.
At the same time, technology is constantly developing, and innovations like product image recognition, chatbots, machine learning and cinemagraph represent as many opportunities to create a unique, delightful experience on luxury brands e-commerce websites.
Capitaine Commerce has recently published their French e-commerce conversion barometer for 2016. More than 400 e-merchants answered to their survey about conversion metrics. Among other interesting conclusions, the report highlights the average conversion rates by sector (ratio between the number of transactions and the number of unique visitors.) The average conversion rate for all domains is 3%, with great differences between industries.
A recent study conducted by Google and Ipsos in June 2016 focuses on the usage of Internet for luxury shoppers in France, Japan, Italy and in the UK. This study highlights the importance of Internet in the shopping process for luxury products, during the research phase as well as later. Here is a summary of the main actionable conclusions in a user experience point of view, and how we can use them to improve the UX on luxury e-commerce and brands websites, including work on pictures, videos, real-time conversation online, etc.
Watchmakers, fashion, beauty, jewelry… luxury brands are at the digital crossroads, with an important decision to make: how should secular brands integrate and stay on top of the new technologies world? Today, they all know they have to face the luxury e-commerce challenge. Whereas 40% of high-end brands don’t sell via the Web (Bloomberg Business), online sales of luxury goods could triple to €70 billion by 2025 (Altagamma-McKinsey Digital Luxury Experience Observatory.) Because the secret to getting ahead is getting started, and based on my own experience on the matter, here are 10 user experience challenges a luxury brand should consider when initiating a purchase process on their website.