You might think that, because of its high price-tag, luxury only attracts digital window-shoppers looking for inspiration but with no actual intent to buy. You would be wrong.
Behavioral data shows that, despite having lower conversion rates than their e-Commerce counterparts, luxury brands boast an active and loyal audience of product-focused consumers.
In this post, we give you the real numbers behind some of the most common misconceptions surrounding digital luxury shopping.
MYTH #1 : Luxury shoppers prefer to browse on desktop.
64.6% of traffic to luxury sites comes from mobile devices. In comparison, only 49.1% of traffic to e-Commerce sites comes from mobile sources. The time to optimize luxury content for smartphones is NOW.
MYTH #2 : Luxury consumers are more timid digital shoppers.
13% of users view more than 6 products during their navigation, versus only 5% for e-Commerce. Make sure you CREATE INTUITIVE PATHS TO PRODUCT PAGES, and that navigation between pages is headache-free.
MYTH #3 : Visitors to luxury sites think twice before clicking the purchase button.
46% of those who make a purchase from a luxury site do so on their first visit. Digital luxury customers become active shoppers early on – REMOVE ANY UX OBSTACLES that could get in the way of their purchasing agenda.
MYTH #4 : Consumers spend more time on luxury sites than on other sites.
Users spend an average 30 seconds on each product page – half the time they would spend on an e-Commerce site. Make sure you give luxury visitors QUICK AND EASY ACCESS to all the information they require.
MYTH #5 : Mobile luxury consumers are mostly browsing for inspiration.
Only 14% of mobile users are exposed to branded content – not surprising when you consider that 37% of sessions on this device last under a minute. Mobile users are product-focused and have a purchasing agenda – make sure you provide them with a SEAMLESS PATH TO CHECKOUT.
To find out more about the digital shopping habits of luxury shoppers, read our Little Black Book of Luxury. It’s full of insights for brands wanting to create unique and profitable digital journeys that will appeal to a luxury audience.
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