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Debunking the Myth of the Ideal Luxury User

By August 9, 2018 No Comments
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Debunking the Myth of the Ideal Luxury User

TL:DR

Sit back, relax, and close your eyes. Are you ready? Now imagine the ideal luxury customer on your website. What would you want them to do?

  1. Spend most of their browsing session lapping up inspirational content
  2. Keep coming back to the website for more (multiple visits)
  3. Click on all (okay maybe not ALL) the product pages
  4. And of course, buy something. Dreamy.

If only it was as easy as that…

It turns out only 1% of luxury site visitors fit this “ideal” profile. But not all is lost. We’ve taken it upon ourselves to debunk some of the most common myths about luxury users, so you can sleep easier at night:

Myth no.1
Luxury site visitors think twice before clicking the purchase button.
False! 

It’s true that conversion rates are 2 to 3 times lower for the luxury industry than they are for e-commerce. However, luxury users are more likely to convert on the first visit than e-commerce users.

While e-commerce site users tend to visit a site repeatedly, those who browse luxury brand sites become active window-shoppers during their very first visit. 13% of luxury site visitors view more than 6 products during their first visit, versus 5% for e-commerce.

Myth no.2
Luxury site visits last longer.
Wrong again!

In fact, the opposite is true. Browsing sessions on luxury sites are shorter than visits to other e-commerce sites, whether on a desktop or a mobile device (see graph). Users on luxury websites spend an average of 30 seconds on each product description – half the average time spent by e-commerce users. However, these sessions are more fruitful, with twice as many visitors actively window-shopping (viewing 6 or more products per session).

Myth no.3
The only way to convey brand identity is through inspirational content.
You guessed it, also false!

Should we be concerned that only 15% of visitors interact with inspirational content? It could be a visibility issue, or it could be that users are familiar with luxury sites and know exactly where they want to get to — a theory that is supported by the high number of clicks recorded on the horizontal menu.

Luxury customers love a good story and therefore content is at the heart of the window-shopping experience. Should we worry that 91% of window-shoppers end up viewing less than one minute of inspirational content (particularly since window-shoppers are, by definition, users with a higher level of engagement)? But it’s because this type of content takes much more time to load! Marketing teams today face a daunting challenge: reinventing both content and formats to meet the needs of users in the mobile-first age.

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