“Everyone is not your customer.” Seth Godin
If you are in the field of marketing, you need to understand the fact that segmentation is the biggest factor in the success or failure of a business. And, this factor becomes even more important when we talk about e-commerce websites.
You cannot expect everyone to buy a Rolex, and an Armani suit. Defining your target audience, and optimizing your marketing strategy and website according to these factors, therefore, becomes quite important.
This post is going to talk in-depth about all these factors, so let us have a look at the factors that play a pivotal role in optimizing luxury e-commerce websites –
Pictures speak louder than words
In marketing, a beautiful picture can do what no other gimmick can.
When it comes to selling luxury items, you need to generate the feeling of luxury. And, a beautiful picture can do that with the right supplemented content.
Take a look at the high-end merchandise brands, such as Louis Vuitton, Prada and more. They all have one thing in common – the most beautiful product pictures ever!
So, if you are into luxury e-commerce websites you need to bring in a good product photographer who can showcase the feeling of luxury with evocative photos.
Content that conveys the feeling of luxury
Visual elements are just a part of the overall look and feel of a website. You cannot tend to supplement the textual part with beautiful visual content.
It is the amalgamation of beautiful visuals and powerful content that entices your target audience to hit the buy button. So, the second most important element that plays a massive role in optimizing luxury e-commerce websites has to be content – product descriptions to be more specific.
A pro tip: write content thinking that you are dealing face to face with the client. What would you tell the customer, if you were dealing with them in-store? This could help you choose the right words, and frame the right product descriptions. And, at the same time give your content the look and feel that’s more human than written for search bots.
An overall luxurious look and feel
Luxury means something unique – if it was common, why would it come with a high price tag?
When you are dealing with luxurious and unique things, it becomes quite obvious that your e-commerce website should also induce a similar feeling. Therefore, everything from the images on the website to the color patterns and typography should evoke a feeling of luxury.
For instance, using stock photographs could be a big turn off.
You need to showcase how special you are by showing off your products and their uniqueness.
A pro tip: use more white space and fewer colors.
Remember, it’s not just about the goods that you are selling but how you are making the customer feel that sells in the market. So, try to make sure that all the elements to create a feeling of luxury as soon as the person lands on your website are in place to make your luxury e-commerce website successful!
Focus on the feeling of exclusivity
As already mentioned, exclusivity is always the companion of luxury. Luxury products are always exclusive – that’s why they come with such a hefty price tag.
For luxury markets, you cannot rely on the most common strategy that works in the e-commerce industry – flash sales. Why?
The answer is fairly simple – it will prompt the audience to wait for that time of the year to buy your products. Scarcity and exclusivity, therefore, become two crucial factors here.
You cannot expect those big banners of ‘Buy Now’ and ‘Sale’ to work for your luxury e-commerce website. Instead, something like ‘Limited Edition’ or ‘Limited Quantities’ could work like magic.
There are virtually countless examples of luxury brands using this tactic to sell high-end products, be it clothing, accessories, jewelry or any other niche, for that matter. So, you can take a leaf or two out of their book and give it a try yourself!
In the end, it’s all about the feeling of luxury
Luxury does not reside in the product for which the customer is paying a high price. It lies in the feeling of being exclusive that works the magic. Creating this feeling of luxury is what your e-commerce website must do.
Considering the fact that you don’t have the luxury of the customer being able to physically see the high-end product you are selling, it becomes difficult to tempt them to buy something that comes with a large price tag.
And this makes it even more critical to have a unique and special website design. The content and the images that are going to be used on the website are essential. After all, the success and failure of the venture is going to entirely depend upon these factors.
You need to study the niche, play your analytics cards right and figure out the factors that capture the customer’s attention when buying luxury goods.
Once you have that list, you can eventually focus on the key factors that you need to have a powerful e-commerce website that sells luxury products like hot cakes.
Luxury can be sold online, but only if you understand the most basic factors that contribute to making something luxurious.
With a thorough understanding of those factors, you can easily create a win-win strategy for your luxury e-commerce website, and churn the numbers and revenues that you always wished for.
Try implementing the steps mentioned in this post, and you will see that things will start to fall into place in just a matter of days.
So, are you up for it?
Want to know the important factors that contribute to attracting high-quality leads to your sales funnels? Check out our funnel factor report and see a list of high-performance tactics you don't want to miss.