Interesting analysis from Graham Charlton (@gcharlton) in two parts that looks at 5 luxury brands who do online well & 5 that do it not so well.
To quote the author: “I think the key here is providing a great user experience. Too many luxury sites put creativity and visual appeal first and forget that people have to actually use these sites…This perceived clash between creativity and usability is nonsense in my view, and has been used as an excuse to ignore ecommerce best practices like testing and designing with users in mind.
This is not to say that convention and best practice should be slavishly followed, but luxury brands should aim to combine good usability and great design. After all, selling things is the name of the game.”
Here’s a list of the main issues to consider, again quoted directly:
- Images. This is an important element whatever the site, but luxury sites should ensure that images convey the quality of the products on offer.
- Video. The use of video on product pages is great for conversion, and luxury brands should make the most of this opportunity.
- Attention to detail. Little things matter, such as detailed product descriptions.
- Great copy. The copy on product pages should be reinforcing that luxury feel, while keeping one eye on SEO.
- Great service. This is something luxury sites should be able to do well. This includes things like prompt delivery and packaging which matches the product.
- Fonts. Fonts can play a huge part in how websites and content are perceived.
Here are the “good” five: Selfridges, Jimmy Choo, Burberry, Bang & Olufsen & Mulberry.
Here are the “not so good” five: Dom Perignon, Givenchy, Dolce & Gabbana, Chanel & others.