talk ur pages follow through? Proof points
Luxury brands may offer a superior experience, but are they doing enough to convince site visitors of it? In our sample, generic category 1 and 2 sentences dominated copy for both luxury brands (shown in green) and mainstream brands (shown in orange). Category 7 sentences - ones that give details of a luxury service or experience - barely register for either group.
differentiation has to be service, ex- clusivity and attention to detail. What makes this trip to Mauritius special? How is it delivered differently? That’s where category 6 and 7 sentences count.
The quality question The lowest-quality copy in our sample came from a mainstream player – but that doesn’t mean luxury brands can afford to be complacent. We identified grammar and vocabulary errors on some of the most prestigious brands we reviewed (see box). In addition, several sites exhibited poor photo choice and optimisation. Destinations were depicted by stock photography
100 120
20 40 60 80
0 1 2 3 4 5 6 7
– those white sand beaches again – instead of imagery that depicted a luxury experience, and in some cases photos appeared blurry or grainy. When you’re competing at the
top end of the market, presentation matters. In our experience, one of the issues most likely to drive down con- versions is an unprofessional-looking page. The same goes for UX; on one luxury site, the top-level navigation item ‘Inspire’ opened a dynamic menu so large – 95 items – that it filled the screen with a wall of text. These are genuine problems that can impact revenue. If you’re spend- ing money on organic search or PPC campaigns, they directly affect your
Luxury Brands Mainstream brands
Copy crimes
The top five mistakes we found during our research:
1. ‘Sand curls between the toes, an ideal spot for an alfresco dinner’ We’d rather not eat on anyone’s toes, even if they’re clean
2. ‘Luxuriant catamarans’ Luxuriant means ‘healthy and plentiful’, not ‘luxurious’
3. ‘A luxurious nivarna of heaven’ The correct spelling is nirvana
4. ‘The islands… rank among the world’s most aesthetic’ Aesthetic means ‘related to the study or appreciation of beauty’, not ‘beautiful’
5. ‘The colbalt blue seas…’ The correct spelling is cobalt
return on investment. Worse still, they undermine the brand you’ve invested in building. So next time you take a look at your own site, try to put that logo out of your mind and ask yourself what you – and more importantly, your potential customers – really see. melt
content.com
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