Fleur Lancaster
Account Manager Verb Brands

As the year comes to an end, we reflect on our continual research into e-commerce best UX practice, from user journey mapping to design and content, here are our top five tips for luxury ecommerce brands. 

1 . Reducing the Online Customer Journey to Purchase

A regular mistake luxury brands make is that they often have too many steps to complete the transaction. The shorter the user journey is, the better the conversion will be. Our recommendation is to think about which steps can be cut out or how to shorten fill in forms that often require too much information that won’t be needed. Between 4 to 6 steps are optimal to achieve an increase in conversions. 

We also recommend thinking of the homepage as the key piece of information about your brand. Users should receive as much information as possible to understand what your brand is all about. To do so, having navigation updates on hover can be very useful since it allows your customers to get all the necessary information at a glance, which also reduces the number of clicks. 

Another tool that we regularly recommended our luxury clients to implement is advanced filtering. This feature, applied within a mega menu, allows users to go straight through to the product category they would like to, cutting through the noise and making navigation easier.

Breadcrumbs should be a must for anyone doing ecommerce. This allows the user to understand at which point of the customer journey they are at all times. 

Last but not least, adding an automatic bag fly outs encourage users to check out faster due to not having to click into their basket icon.

2. Have the Key Content Above the Landing fold of your Homepage 

Park Chinois Website

One issue that we frequently come across with luxury websites is that they have their main copy and CTAs (call to actions) of the site not showing when you land on the site. 

The fold of the site is what you see when you first land before you have to scroll. This content is very important as it is the first thing a user sees if they are landing on the site and it can cause the user to bounce. 

You want to ensure that you have CTAs above the sites fold and also test this across devices and make sure that the site optimised for this. 

3. Add Un-intrusive Notification Pop-ups 

Fox Comms brand new website

This is especially key for luxury brands. Similarly to in-store service, a luxury brand should provide excellent customer service, without being too intrusive. Hence, in luxury ecommerce pop-ups should not load as soon as a user lands on the site, but instead, do it when the user has had time to experience the brand and make them discreet. 

Although some believe that pop up notifications aren’t effective, the truth is that if used subtly they can still be very effective. 

An example could be to not use a full-screen pop up but instead have the pop-ups appear on user intent after a scroll depth or after a few clicks into the site so they are more committed and less likely to bounce. 

4. Introduction of the Brand’s Instagram Feed for Frequently Updated Content

Clive Christian Homepage

With users frequently visiting sites it can be important for them to see frequently updated content throughout the site. Instagram feeds within sites also provide the option to showcase lots of lifestyle visuals that are often associated with luxury brands. 

This can also complement social commerce if some of the posts have shopping tags on it, which works out nicely into the brand ethos and simplifies the user to journey, making it easier to convert. 

An Instagram feed can also encourage users onsite to understand more about the brand and buy into the community by following the account on social media due to being more visual than the traditional social icons. 

5. Showing the Product Basket Summary To Reduce Drop Off 

William & Son check out page

Within lots of site checkouts you can’t go back to see what is in your basket without having to take a step back. If the user takes a step back then it will always increase their chances of abandoning the cart. 

Users want to double-check on what they are purchasing before they confirm their order. To check that they have the correct products in the correct sizes. 

To avoid this, we recommend having the functionality that allows the user to always see a summary of their cart.

This also allows users to see the updates in the basket price when promotions are applied and shipping is added. 

To Conclude

Not all sites and clients are the same, one update won’t fit all. 

You should always analyse the age of the users and look at heat maps through tools like Hotjar as this can influence how a user will complete a purchase online. For an older user this can include clear messages within the navigation, for example adding the word ‘Menu’ next to the burger menu. 

It is also worth considering where the traffic is mainly coming from on the site. If it’s social media, you need to consider the importance of building a community for your followers. If it’s paid, your brand should have a very clear messaging through the site so that the new user quickly understand what it is about. 

If you would like advice on how to improve your luxury website through UX and CRO changes, please do not hesitate to get in touch