Hit Search reviewed and ranked 29 of the biggest and best luxury brands online; including Harvey Nichols, Net-A-Porter and Paul Smith. By analysing these influential luxury brand websites and delving into their CRO strengths and weaknesses, the team of CRO experts at Hit Search found who the best dressed online fashion brand was. So we decided to make the answer easier to explain by identifying the 'most important' metrics that we measure ourselves against when working with a brand, and then applying them across each respective brand.
When you have a seconds to impress a visitor, high ticket price and an endless amount of competition, the luxury brand online market is one of the most difficult campaigns to run online; so any small advantage a brand can take over it competitors makes a significant difference in revenue terms. Believe it or not, a good looking website and great choice of products is not enough to secure a conversion in this competitive market - it takes a carefully implemented CRO plan to entice users to complete a purchase.
The top three websites that lead our study were Jimmy Choo (www.jimmychoo.com), Forward Forward (www.forwardforward.com) and Montaigne Market (www.montaignemarket.com).
For the first scoring round of "Speed, Communication, and General Website features" the Jimmy Choo website scored an eight. The average load time of website across all the brands websites was 2.4 seconds - the Jimmy Choo website was considerably quicker and worked quickly across all platforms.
The second criteria we judge our luxury brands on what how effectively designed and optimised there Category Pages were. The Jimmy Choo website had a very comprehensive search facility which allowed user to narrow down there selection by colour, price and designer. From Hit Search experience in this marketplace we know that customer like seeing specific categories for new arriving products but just 76% of the sites offered this facility JimmyChoo.com provided this information is a clear and consistent manner and scored an eight.
Product Page design and optimisation was a critical part of scoring criteria in our luxury brand report. The report concluded that 93% of the sites had a prominent add to basket function and 76% of the brands had an add to basket bottom above the page fold - both considerably increasing the chances of making a sale. Our report scored Jimmy Choo with an eight.
Reviewing the Recommendations, Delivery and Returns Policy of the entire luxury product gave us our penultimate scoring criteria. Jimmy Choo scored a perfect ten in this area ensuring a highly likelihood of a customer converting and providing no barriers to sale.
Having a Mobile Friendly site was the last scoring criteria of which Jimmy Choo scored a perfect ten. Yet 41% of our sites did not have a mobile responsive design version of the website and relied on the same website for desktop. A recent survey from Econsultancy suggested that conversions increase by up to 50% when implementing responsive mobile design.
In our opinion Jimmy Choo has a website that leads the pack when it comes to converting visitors into sale. To find more of the detail of how Jimmy Choo achieve this download our report; Link at the bottom of the article.
In our new CRO report "Conversion Rate Optimisation: Which Luxury Fashion Brands Are Best Dressed?" the following 29 websites were reviewed and ranked in order of how conversion focused they were:
- Bergdorf Goodman
- Bernard Boutique
- Browns Fashion
- Donna Ida
- Feathers Fashion
- Forward Forward
- Genevieves Web
- Harvey Nichols
- Jimmy Choo
- Kurt Geiger
- LK Bennett
- Luis Aviaroma
- Matches Fashion
- Montaigne Market
- My Theresa
- Neiman Marcus
- Paul Smith
- Russell and Bromley
- Start London
- The Outnet
Click here to download the full report.