Luxury e-commerce UX barometer 2017

Published on the 23 March 2017
Luxury e-commerce UX Barometer 2017

Did you know online sales represented 6% of the global luxury market for personal goods in 2014? Luxury e-commerce has grown in the past years, by 27% between 2009 and 2014. Selling on the Internet is a big challenge for renowned luxury maisons, and one big strategic step, that more and more of them are taking.

Digital marketing represents a growing opportunity and market for luxury brands. Major initiatives like LVMH about to launch its own multibrand e-commerce site, or Net-à-Porter developing a technology allowing customers to purchase directly through WhatsApp, are making the news.

Technology is constantly developing, and innovations like product image recognition, chatbots, machine learning and cinemagraph represent as many opportunities to create a unique, delightful experience on luxury brands e-commerce websites.

Marie Kuter has benchmarked 32 of the most famous luxury bands e-commerce websites to identify best practices and industry standards. Among learnings this barometer highlighted, companies might be interested to know that if 69% sites are responsive, the average loading time of the home page is more than 12 seconds. Another key finding is that 81% websites allow customers to order as guest, but 28% of them don’t display reassurance information regarding payment security.

Luxury e-commerce UX Barometer 2017: Key findings, a few figures

Where is your brand regarding e-commerce? How is your website performing? How would customers qualify the experience on your website? Could it (should it) offer a better experience?

To help discuss those questions, the Luxury e-commerce UX Barometer full conclusions are offered as 2 independent 3-hours workshops on-site. These workshops are personalized according to your specific needs and e-commerce status and objectives.

Workshop A: Conversion Booster

Best practices and industry standards – 3 hours

  1. Review user experience accross customer journey, through 4-steps process: landing on site, finding products, making a selection and placing an order.
  2. Identifiy successive pages objectives and KPIs, to measure performance and adjust experience
  3. For each step in the journey, study best practices, good and bad examples illustrated with screenshots
  4. Compare your brand to competitors in the same industry

Workshop B: Brand and experience

Trends, challenges, luxury brand and values – 3 hours

  1. To go a little further, stay up-to-date with the new and coming trends
  2. Discuss industry questions, to get ready for next e-commerce challenges
  3. Based on examples, think of e-commerce integrated with luxury values and brand identity

Working on designing or improving the user experience on a luxury e-commerce website? Get a good start by analyzing best practices in the industry: enquire about pricing and availabilities now!

Luxury e-commerce UX Barometer 2017: A glimpse at next sections

Luxury e-commerce UX Barometer 2017: User experience score per industry

Marie Kuter
Where is your brand regarding e-commerce? Contact me to improve or start a shopping experience on your website
Download extract from the Luxury e-commerce UX Barometer (PDF, 31 slides)
Luxury e-commerce UX Barometer 2017
Marie Kuter

Marie Kuter

is a user experience (UX) consultant based in Geneva, Switzerland. She has accompanied several luxury brands in their e-commerce programs. The luxury e-commerce UX Barometer is presented as 2 independent and personalized 3-hours workshops to identify best practices and compare to industry standards. Contact me now to build your personalized luxury e-commerce workshop!

Contact me