Bright Spark Digital Limited

A brief guide to taking your luxury brand online

Here at Bright Spark Digital, one arena we like to think we have a lot of experience and expertise in is the world of luxury.

Over the many years we've been in the online space we've worked for some of the world's biggest luxury brands and feel that we really know the do's and don'ts when it comes to successfully positioning them online.

So what does it take? Here are some of our thoughts on how to successfully take your luxury brand online…

Stand out but keep it simple

It's obvious that your site needs to stand out, that's what luxury brands are all about, but it needs to be tackled in the right way. Make sure your site truly reflects the quality of your product, but don't try to say too much at once. If there are too many page elements fighting for attention, it doesn't say luxury, more likely it will come across as a hard sell.

It's all about confidence and exclusivity, not feeling the need to give away too much and communicating one message at a time. And that goes for both visual and written content. Use bold, impactful imagery and keep messaging simple and concise, leaving users to dig for more detailed information as and when they need it.

We like to look at it as three levels of communication:

Emotional (High-level brand)

This is where users experience their first impression of your brand online and will in most cases be the homepage. Designed to capture attention at a more emotional level, this has the important job of engaging the user and making them want to find out more.

Semi-rational (Product Introduction)

Once users are engaged, they will most likely move onto a product page. At this level, the communication should still be emotive (afterall, it's another introduction just as the homepage is) but should also start to divulge more useful information.

Rational (Detailed Information)

This is where the real facts live. Once a user has formed an opinion of a product, they may want to go a step further and get to the detail. What are the specifications of the product? How much does it cost? Where can I make a purchase?

Not just a pretty face…

Looking good goes without saying, it's a given, but it's not the be all and end all. One of the most important things when constructing any online presence is creating a great user experience. It's great if your site looks the part, but what if it falls down when it comes to your users completing the simplest of tasks?

In order to make your site as user-friendly as possible, you need to make sure that any design work is backed up with sound research and a solid information architecture. This will ensure that users have the best experience and in turn are much more likely to successfully complete each of their goals.

*Do* mind about the little things

Don't just look at the bigger picture. Details are important, and remember, content is king. Don't create a killer looking site and then skimp on quality written copy, photography should be of a high standard, and your site should always comply to certain W3C standards for accessibility.

If you put yourself in the shoes of your customers, these are all things that will be noticed if they're not executed well. It's these details that speak volumes to a users subconscious, and it shows that the quality and care that goes into your products is reflected in your brand.

Finally, always keep important information updated. Contact and dealership information should always be at hand and current, otherwise how do your users know how to make that next step towards making a possible purchase?

Let users experience your product

Question what it is that makes your product so desirable. Is it the craftsmanship? Does it have a unique design? Numerous features? Is it customisable? Whatever it is, be sure to give your users an experience that gets them up close and personal with your product, one that can only be bettered by becoming an owner. This can be achieved in a number of ways, here are a few to keep in mind…

Photography

It's the most obvious and common example, but a lot can be achieved from the use of great quality (and big) photography. The real key here is 'quality'. If you're in the business of selling some of the worlds highest quality products, make sure they're being represented correctly. And then there's the size it's displayed at. If you don't have the screen estate available for large shots, have an enlarge option that can launch in an overlay, the more impact and detail, the better.

Display as many shots as necessary to really show off your products, but don't just rely on gallery pages to do all the hard work. Consider allowing users to enlarge imagery contained in any page, and make it easy for them to download and keep any shots they may want.

Video

Maybe your product could benefit from being demonstrated? Or you'd like an impactful visual introduction. Video is a great way of tackling both, afterall, what better way to get a feel for a product than seeing it being used and appreciated?

It's also worth remembering however that video can be tricky to get right, what with having to strike a balance between good quality and acceptable download times. Consider using more optimised video as a default and giving users the option to up the quality if they believe they have a connection that can cope with larger file sizes.

Configurators

A configurator will not be necessary in all cases, but for products that allow for customisation they're a valuable addition, as long as they're kept simple and easy to use.

Consider what a user can do with their configuration. Can they forward it to a dealership to show interest in a purchase? Maybe they can print it out or download it as a desktop wallpaper or PDF? It's all about getting the user closer to your product and in this instance, building a relationship with it.

Recognise the importance of your site

For a lot of people, the internet is the first port of call for finding out information about a brand and it's products, so you can never underestimate how important it is to not only make a great first impression, but also a positive, long lasting one.

Your site has a lot of heavy lifting to do, it has to sell your company up front and there's nobody there in person to offer a warm greeting or lead consumers to what they're looking for. You need to make sure your site is working hard, don't dismiss it as a fire and forget operation or hold it in any less regard than your offline communications.

If users are frustrated by the experience they have on your site, or do not feel engaged, they may well go elsewhere.

 

So there you have it, a  few things to consider when looking to take your luxury brand online. Or maybe you already have a site and think it could be doing more for you? Either way, if you'd like to find out more, feel free to drop us a line or give us a call. We're always happy to talk.