Five Common Website Mistakes That Premium Brands Make

Premium brands deliver top-quality products or services and an outstanding customer experience. Having the best possible websites in business is key for brands to be able to deliver excellence at all points throughout the customer journey. However, even premium brands often make at least some of these five, common website mistakes.

  1. Slow load time

If you are a premium brand, a luxury service has to be felt at all touchpoints, from the research stage to final purchase, delivery and after-sales service. Therefore, if a customer browses a product online, the research process has to be as smooth as possible, ensuring that the users are engaged and enjoy browsing your website. If a website has a slow load time, the user is likely to bounce off the site and spend their money elsewhere. Slow load times can be due to anything from images not being optimised, to the hosting environment, to a lack of caching.

  1. Insufficient attention to mobile

Designing for mobile is no longer a “nice-to-have” it’s a “must-do”., Designing for mobile must take into account that the term “mobile” encompasses a huge range of devices from the largest iPads to the tiniest smartphones.  Your website has to work for them all and, as 80% of internet users own a smartphone, you would be losing out on key customers if your website delivers tiny text, impossible-to-click links and unwatchable video content.

Mobile should now be seen as a lifestyle as opposed to just another channel and customer experience should come first.

  1. Underestimating SEO

Premium brands have a head start on their less-well-known counterparts since it is far more likely that internet users will know their name and search for it directly, rather than searching for more generic terms such as “gold jewellery”.  

Instead of relying on this as a means to capture traffic, premium brands need to capitalise on it by optimising their pages for both search engines and human readers.  This is neither a contradiction nor a huge task, in fact, often you will use the same strategies for both, such as making sure each page has a relevant title, structured headings and an appropriate percentage of relevant keywords used in a natural way.

  1. Confusing navigation and UX

Premium brands are, fundamentally, all about the user experience so UX testing is a must.  This is the next topic that will be discussed at LEARN on Tuesday 22nd May.

Z-patterns are a great example of how to layout a landing page to ensure the best conversion rate optimisation for your website.

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Online consumers should be able to find their way around your website without even so much as a microsecond’s pause for thought, everything should flow completely naturally and there should be absolutely no “dead-end” pages where your website simply stops.  Your user should always be able to move on somewhere, even if it’s just back to the home page.

  1. Weak content

There really is no excuse for this from premium brands, but in many cases weak content is a result of failures in content strategy, possibly coupled with a lack of understanding of how to make websites work for both humans and search engines.  

Strong content does not mean high-impact selling, nor does it mean a particular word length. Instead, great content is informative or entertaining and it is as long as it needs to be. Luxury brands often rely on heritage which is a fantastic asset to use as brand story-telling. If you are part of an emerging luxury brand, sharing the beginning of it and how it all started is always helpful to engage with your audience and create a sense of community. Similarly, creating and sharing content from complimentary brands is likely to enhance the interest of your audience. Net-A-Porter has incredibly engaging content, often featuring non-fashion brands. In this example, we see a bespoke article around Maxx Royal Resorts. Although this resort is not related to clothing or accessories, it is likely to be of interest to Net-A-Porter’s audience.

If you would like to discuss how to improve your website, we are hosting #LEARNbyVERB UX and Conversion on the 22nd of May. Get in touch if you would like to attend.