Tag Archives: Website

Website Trends: Luxury Brands

Luxury e-commerce accounts for 17% of all industry revenue and is expected to rise to US$58 Billion in 2022.

It is no doubt that luxury shopping starts online. Shoppers discover products via websites or mobile apps. Though experiential in-store shopping remains relevant for luxury brands, digital channels are seen to continue to thrive both as sources of inspiration and sales.

With the rapid pace in technology, luxury brand websites are among those that stay competitive and ahead of the game with the latest developments and trends – from innovative solutions for better user experience, to marketing techniques that boost sales conversions. 

Below are some of the key website trends of luxury brands:

1. Less Is More

The basic colors – white, black, and gold, are often used by luxury brands. The simple colour palette has always been the staple of luxury design and this is unlikely to change any time in the near future. 

Luxury brand websites such as Vera Wang, Apple, and Tod’s use a white – grayish background with no-to-minimal other elements to make customers concentrate on the product. Also, the clean, white space gives the notion that the website is easier to navigate and presents a better user experience. 

Historically, minimalist design was seen as boring. This is where high-quality photography and media come into play to ensure that the website delivers the key messages without overwhelming users.

2. High-Resolution Images

High-resolution photos are essential in luxury brand websites. In this way, customers can see every detail and give a feel to the items just like they are in the actual store.

Rolex is the perfect sample of a luxury brand that captures every detail.

The popularity of Instagram and other visual-dominant platforms made people appreciate the consistent scale, lighting, scenes and environments that happen in every photo. Now, more and more understands what a good quality photography and art direction looks like. So it comes as no surprise that high-quality photography is expected, not only with luxury brands, but with all that’s in e-commerce. 

3. Improved Brand Storytelling

Another massive luxury website trend is brand storytelling. As brands look to build trust with their website users, they utilise in-depth brand stories that provide a rich history of a brand. 

More luxury brands now dedicate special web pages to emphasize on the brand’s history and founders. To make it more engaging, brands often use good photography and media. The more relatable the story, the deeper connection they establish with the users. 

Storytelling has become an integral element of digital content marketing and luxury websites are to tap into this effectiveness.

Chanel and Kate Spade shares a great, relatable stories on their website that humanizes the brand.

4. Mobile-Friendliness

UBS Groups’ survey revealed that Chinese millennials are responsible for the purchase of 30 percent of the world’s luxury goods. American consumers of the same age account for 23 percent, and European millennials command 19 percent of the market, followed by Japanese consumers with 11 percent.

Millennials are the major consumers of luxury items. These new generations of young, affluent consumers continue to rewrite the rule book of the once bulletproof luxury industry; with new needs, new behaviours, and digital-infused lifestyles. They are known to be digital natives that continuously engage with online content and expect highly sophisticated digital experiences. 

With this change in the industry, it is a necessity for luxury brands to understand how to relate and win over younger consumers. Therefore, to remain in sync, it’s a must to adapt the language and digital behavior. 

Asian luxury consumers, Chinese in particular, are some of the most digitally active in the world, mostly on mobile. Connected Chinese affluent shoppers have been used to social selling for years via WeChat’s ecosystem that spans the entire consumer journey and integrates everything from a social media channel to a payments method.

The last few years have seen an increased emphasis on mobile first, as website designs have changed to cater for the increased volume of users visiting websites via their smartphone. With more powerful data to analyse website usage, website content and functionality will be all geared towards what the user wants to see, rather than what brands think their customers want to see.

Photo by Ron Lach on Pexels.com

5. Artificial Intelligence -Chatbots, etc.

Luxury brand websites are now into greater use of AI such as chatbots and machine learning for SEO improvements. It provides more data around consumer behaviour and is available to integrate into the chatbot interactions to give a better quality experience.

For example, Estée Lauder utilises a beauty chat on their website. Currently, not many luxury retailers have adopted this feature. Props to chatbots, customers discover products, receive personalized recommendations, and even place orders.

6. Video Content

The list of luxury website trends is not complete without video. Although having a video content is nothing new, it is seen that many luxury brands have just added this feature to capture attention.

Burberry

Aston Martin currently utilises a video on their home page. With dark, premium colours their videos often complement the luxury feel to the brand and provides a cinematic feel to the website.

To summarise, consumer expectations are getting higher than ever and if luxury brand websites won’t make the most of the advanced technology available,business leads and sales are sure to fall off.  From building deeper connections with storytelling to using the most effective colour schemes, getting these details right will bring success.

WEBSITE VS SOCIAL MEDIA: Why Your Business Needs A Website

Have you ever asked, “Why do I need to spend on a website if I can just use social media to promote my business for FREE?”. Besides, more than half of the world’s population now uses social media.

Today, social media is the main platform for easy communication between brands and its audience, so, why are websites still relevant? 

1. Websites Build Trust And Credibility

Have you ever Googled a business and the only thing represents them is a Facebook page with 100 likes? What were your first thoughts? It’s skeptical, right?

A website adds credibility to a business as it shows seriousness of what they have to offer. In fact, customers today expect business owners to have an online presence. 

To add, a well designed, informative, and updated website gives a positive impression that the company is bigger and more successful, thus, it is more important for small businesses to have one.

2. Websites Own Its Audience Attention

On Instagram, you could have the best profile in the world but it’s rare that someone spends ten minutes on a single profile. Visitors might look at your first few photos, clicks ‘follow’, then interact when the algorithm places it in their feed. 

That’s not going to be a problem with a website.

If a good strategy is incorporated on the website, visitors will hang around for more than thirty seconds to half an hour. Long enough to read a few blog posts, and eventually, be convinced to sign up. 

Remember, no matter where visitors are on the site, they’re only consuming content related to the business.

3. Websites Are Better For SEO

Did you know that no matter how relevant your caption is on Instagram, it doesn’t show up in Google search results.

It’s non-existent in Google’s eyes. Which means businesses miss the opportunity to connect with potential customers who search for solutions through Google, where websites are recommended. 

Website contents such as blogs are the primary way to jot down relevant search terms for Google to crawl on. Therefore, social media can be a tool to point people to the full content on the website, but certainly, is not a place for long contents.

4. Website Data Are Trackable

Want to know how long did your visitors stay on the website? Pages they clicked? Keywords they used? All of these are visible with a website.

Website creators such as WordPress and Wix can track all activity that happens on the website.  It gives real-time insights which are perfect for in-depth analysis and reporting to improve website performance and marketing.

5. Websites Are Available 24/7

With social media, you have to be present for it to work – post consistently, share valuable contents for you to appear on your followers’ feed.

Websites are the opposite. It doesn’t need to be updated every other day (besides new blog posts) to be relevant. It is live all the time, anyone, anywhere in the world can access it. As a result, current and potential customers can visit the site to learn information about the business (new and upcoming products and services) whenever convenient to them.

Even with brick-and-mortar companies, customers still expect them to  have a website to check on to get more information. 

6. Websites Are Controlled

Do you remember when business pages on Facebook were affected when it decided to update its algorithm. Owners had nothing to do but to accept the new rules and  move on. The same thing could happen on other social platforms at any time. YouTube could charge you on every upload on their servers.

Businesses have NO control over social media platforms unlike a website.

Owning a website allows businesses to have full control over the brand. It guarantees security and certainty, as long as they pay for the domain, it will always be there. There are no terms and conditions that need to be complied on. 

Also, it allows businesses to create exclusive contents – blogs, to give the opportunity to rank in search engines with specific keywords that relate to your services or product. 

Lastly, there are much more options with the regards to the look, feel and features. Most domain extensions even come with various templates that are customizable.

Get the best of both worlds.

Why choose once if you can have both?

The website should be the heart of businesses’ online presence and social media should be the marketing tool of driving traffic back to the website. The two go hand in hand, and both are crucial to online success in the modern era.

References:

https://nic.icu/marketing/website-vs.-social-media-why-entrepreneurs-still-need-a-domain/
https://www.wellnesssiteshop.com/blog/need-website-instagram
https://kijo.co.uk/blog/why-have-a-website-and-not-just-rely-on-social-media/
https://conversionstrategies.com/website-vs-social-media-small-business/
https://socialmediaexplorer.com/content-sections/movers-and-makers/website-vs-social-media-whats-better-for-your-business/