The mission at Hit Search is to create unique digital marketing campaigns and conversion rate optimisation (CRO) strategies for a wide range of retail brands.
The Luxury Brand market is one of the most competitive industries in the world, especially online. Using proven SEO techniques is part of any digital marketing campaign; but encouraging customers to convert once they arrive on the site is just as important…and often overlooked.
This report looks at 29 of the world’s most prominent luxury fashion brands, analysing their key CRO strengths and weaknesses. Our aim is to illustrate the opportunity brands have to increase conversions by optimising their website.
We’ll shed new light on the way brands encourage higher sales in this competitive industry and highlight those who focus on conversion rate optimisation. What do they do to convert users into revenue?
I found the results of this study particularly interesting and I am sure you will too. If you have any feedback, comments or questions, feel free to get in touch.Andrew Redfern
This report looks at 29 of the world’s most prominent high fashion brands, analyses their key CRO strengths and weaknesses and ranks them in order of how conversion focused they are.
The findings in this report illustrate how the luxury fashion sector embraces conversion rate optimisation and provides benchmarks for the retail industry as a whole.
57% of web visitors will abandon a website if its load time is more than 3 seconds - hence site speed and load time play a major part in the user buying decision.
Google suggests that brands should optimise their website load time to less than 1 sec if they do not want to lose potential customers.
Balancing creative display messages and load time can be a very difficult task to achieve but an acceptable compromise should be to beat the 3 second mark.
A study by Kiss Metrics suggested that a 5% increase in sales could be achieved by simply placing a telephone number in a prominent position on the page.
The design of a website’s category structure is a major factor in generating the most sales possible. Category pages move a user from the home page to the most relevant products as efficiently as possible. The design of category pages and the elements contained within the pages are a significant indicator of a website’s ability to convert users.
The product page is the single most important page on a retail site and the design is crucial for converting site visitors to sales.
A business’s blog and social media presence helps to influence the consumer’s decision making process in a number of ways.
They allow the business to present their products in a dynamic and colourful way. Consumers are savvier in 2014, when researching the products they would like to purchase. Things like interesting blogs, high quality images and videos of products that can be shared on social media provide an element of trust between the company and the consumer.
A recent Econsultancy report highlighted the importance of free delivery in the decision making process.
Econsultancy also suggested that sales increase by up to 50% when a retail site had a responsive mobile design.
41% of sites did not have a mobile responsive design version of their website
The report scored all 29 of the chosen luxury fashion sites in five main categories shown below:
Each website was scored from 1 - 10 with 10 being the highest score in each section. The average of their five scores made up their Conversion Ranking.