A LOOK AT THE LUXURY CONSUMER’S ONLINE HABITS

December 10th, 2019
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The Swiss Client Club event was organized by Contentsquare, a digital experience analytics platform (DXP) that helps optimise the customer journey and conversion rates. The November event reunited clients and interested brands to share exclusive and practical insights on the behavior of the luxury consumer, while also providing cross-industry business cases.

Traditionally, many touch-points have been impacted by digital, meaning that there is a greater complexity to drive satisfaction and a greater complexity to drive conversion. But what are the consequences of a recent shift in strategy? Brands are no longer optimizing their communications for solely one touchpoint, but for the full user journey.

In this context, our experts shared the importance of UX and Web Analytics by collecting data points and pinpointing behavioural trends in order to deliver the best consumer experience to the luxury user, convert more efficiently and ultimately increase brand revenue.

Personalisation plays a key role in delivering the best-in-class experience to consumers, and brands should keep three principles in mind to succeed:

Principles to win in personalisation

1. Map users’ behaviours

It’s crucial to analyse substantial data in order to paint a fuller picture of consumer behaviour. Research from the Contentsquare showcased that luxury shopper web behaviour differs dramatically from non-luxury shoppers, with +8 percent for mobile use among luxury jewellery and watch brands, compared to the benchmark.

Luxury shoppers also need 3.7 visits on mobile to convert, compared to 6 visits on desktop, and 39 page views on mobile, versus 34 on desktop. When cross-referencing ContentSquare data with exclusive Watches & Jewellery data, the findings suggest that buyers click more on the search bar than non-buyers by 53 percent.

Collecting and effectively mapping user behaviour allows for a better understanding and delivery of the product and user experience, while also helping brands optimize the touchpoints toward conversion.

2. Optimising for the most impactful journey

To ensure that optimisation is done effectively and efficiently, it’s important to pick your battles wisely to impact business metrics and user satisfaction.

Our experts shared the recommended process for teams, along with tools to help identify trends for their specific users’ categories.

3. Test (all-year long) and learn

The final key principle to emphasize when looking at a successful brand strategy is to iterate and never stop adapting to users. Adopting an “always-on” approach, whether it’s for campaigns or UX testing, is paramount as shoppers are always in the market. That being said, why would you invest all your cash during only two to three times of the year?

Of course, there is the exception of time-specific seasonal markets, such as skiing or Halloween. But for the majority of brands, from an implementation perspective, doing a series of small changes and upgrades throughout the year is unarguably more efficient than a single revamp with significantly higher costs. It’s all about constant maintenance.

It was a pleasure being a part of this year’s event and sharing our expertise and knowledge with industry leaders and partners. DLG is proud to be the first Contentsquare partner in Switzerland, with 25 percent of our employees certified on the platform.

We’ve successfully set up over 10 sites for diverse brands, providing not only the implementation, but also training, analysis, A/B testing, and multivariable testing. In today’s complex market, our expertise has helped companies confidently drive customer satisfaction through quantitative analysis of classical sales and digital e-commerce.

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