Though most dream of spending on luxurious brands, not all have that privilege. Similarly, many brands dream of delivering a luxurious experience to their users, but only a few are actually able to execute it.
Maintaining a luxurious brand demands intense efforts, right from product development to marketing to customer service. In the recent times, websites often act as the new address for businesses. Providing visitors to this new address with the same level of luxury can be quite a challenge luxury brands.
Let’s consider the examples of Rolex, Aston Martin, and Tiffany. These three established brands have made an indisputable mark in their specific industry. Their ahead-of-the-time standards regarding quality and services have kept their competitors and customers in awe. These high standards are clear to see even on their websites as well—the user experience delivered is luxurious. Nothing less.
So, how did they execute it?
Of the various efforts that the above-mentioned brands have made with their website, the following features are good indicators of a luxurious online experience.
Clean, Simple, and Graceful UI
Simplicity is a prime constituent for serving amazing user experiences. Rolex, Aston Martin, and Tiffany all present a very simplistic UI to welcome website visitors. The color choices are limited, but soothing shades complementing themes, slider images, and text. No attempts at pitching the customer anything with blunt force—just offering what they have, in style, with simplistic, clear copy. Tiffany’s homepage showcases the following light holiday messaging and ties it to their brand—their signature Tiffany Blue color:
A proud brand logo is present in the top-center and then all the offerings are available as well-organized dropdowns within the header (menu) bar. It takes just a little hovering of the mouse to view dropdown menus and then one click to reach what you are looking for. Dropdown menus respond at a comfortable pace –neither too instant nor too delayed. Obviously, the dropdowns suit the overall website UI. Scrolling down on the homepage, marvelous images of the products are available that remains in sync with the overall theme.
If one notices closely, they realize that precise efforts have been made in keeping the view picture-perfect, yet relative with the product. The presence of text is rare, but absolutely to-the-point and without any lucrative pains. At the bottom of the page, a fine footer hosts just the required links. Maybe, the trust the following quote:
“If you want to make a good first impression on website visitors, simple is best.” –Samuel Edwards
Up & Alive
Static websites are things of the past as they offer a monotonous experience to the website visitor. Now, dynamic websites are taken for granted. Even though dynamic websites offer some sort of interaction and entertainment for the customer, that extravagance seems to be lacking.
The web developer has to walk a thin line of maintaining the symmetry of the site and still controlling the overall size of the webpage. Furthermore, keeping the website responsive for different devices, operating systems, and browsers is an additional challenge. For the brands that hold such high expectations, these challenges seem herculean.
To deliver a standout web experience, brands have opted for more lively options —betterment with the codes and thoughtful use of the graphics. Talking about Tiffany, they offer a text container with a video loop in action. So, the text in the foreground appears more interactive because of this video. Rolex and Aston Martin provide mouse-hover text on the images, which shows/hide the text as the cursor glides on the images while moving on the webpage.
Luxury brands are usually concerned about genuine customers only. They understand that their prime target remains those, who are more financially able than most. So, most likely visitors are expected to use a good internet connection that can quickly digest at rich content. At the same time, they are likely give them ample time. This allows businesses the freedom to create websites for heavier size than usual.
No Forceful Call-To-Action Button
Search for the ways of gaining most out of the website and most will answer- ‘create a striking Call-to-Action (CTA) button’. Depending on the service one offers, a click on that CTA button can dial the phone call, initiate chat, lead to product purchase page, offer subscription, a loud invitation to call the business Toll Free Number, or something similar. Some choose the style, some use attractive text, and others use both to bring all the attention of the website visitor to that one button. Interestingly, visitors on the luxury website won’t experience assertive buttons.
Rolex and Tiffany offer majorly watches and jewelry, products that can be purchased online. Others in the same industry will instantly attempt to guide the users to the sales arena, where “Add to Cart” or “Buy Now” are a pretty common sight. Both, Rolex and Tiffany, are making such intentions clear. There is no attempt in hiding such buttons, but they are more interested in showing the product features.
While most of the market is make an effort at guiding the customer, the luxurious brands are trying to offer a sense of freedom to them. This is where the difference lies. The core of concentration is keeping the service standards and product optimum to make the customer pick them. Take the example of Aston Martin. It is totally different from Rolex and Tiffany in terms of product size and operational methods. Cars are not commonly sold online. So, one does not expect the CTA button to shout as ‘Buy Now’. But ‘Book a Test Drive’ is a common feature of car websites. Again, Aston Martin stands apart from those competitors. They offer three CTA buttons, instead of one, namely ‘Discover’, ‘Configure’, and ‘Test Drive’.
At Aston Martin, the customer enjoys more options. Especially, the ‘Configure’ button is a game winner. Who would not love to configure their beast car as per their preference? It truly makes the customer feel special and privileged.
Summing up, these websites offer an experience that is customer-centric and information-oriented rather than sales-oriented. They have certain distinctions from the streamline website practices, such as- centered-brand logo, non-assertive CTA buttons, lucrative limited duration offers or coupons. They back themselves with their product standards to mark an impression on the customer. It does not come as a surprise that their buttons often read as ‘Explore’, instead of ‘Buy now’. They have got an impeccable beauty, symmetry, and relevancy on the website to let the customers experience, what they have earned name for –luxury experience.
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