What are the latest landing page design trends for luxury goods products? (in particular as it relates to mobile browsing)
A review of the latest landing page trends as they relate to mobile browsing reveals that China is setting trends due to its use of digital personal assistants; combining luxury brand mobile apps with social media is creating positive results; and, personalization, while difficult with mobile devices, scores big for some luxury brands. This report also provides linked examples of each site’s landing pages in order to provide depictions of their use.
LATEST MOBILE LANDING PAGE TRENDS
Over 64% of smartphone shoppers use their mobile devices prior to a shopping trip to help them generate ideas or make shopping decisions. General shopping app trends include discovery platforms (e.g., The Hunt, ShopStyle, and Hook), personal shopping apps (e.g., PS Dept), and universal checkout (fashion aggregator apps like Keep had to dismantle their OneCart experience due to functionality and legality issues). However, mobile integration is one of the hottest trends occurring for the luxury sector. Havas Media noted that “treating smartphones as humans’ senses extenders and a technological bridge between offline and online worlds, creates remarkable opportunities for modern luxury marketing.” There are a few trends developing for luxury brand mobile sites. Those mobile trends, as they relate to luxury brands and their mobile landing pages, are reviewed below.
China’s Luxury Brand Consumers & WeChat
China is reported to have consumers with an “insatiable hunger” for foreign and luxury brands. Ecommerce in China, assisted through mobile technologies, has recently trended upward. T-Mall, one of the largest ecommerce platforms on the planet uses a shopping assistant feature to help consumers navigate through the ginormous offerings in this Chinese digital mall. This shop assistant, allows consumers to—with the click of a small icon on the lower left of their mobile devices—speak with a live (or AI) representative who can answer questions about products like if they are in stock, if the size specifications are standard, and if the quality is up to par.
The app WeChat offers a shop assistant function that developers can build into apps designed for business clients. Berluti, a French menswear house, used WeChat to introduce its “Fast Track” footwear to consumers in China. The luxury brand offered a contest exclusive to WeChat users. The popular contest ran for three weeks and used Berluti’s mobile landing page to allow users to place votes, watch videos, learn about contest specifics, and get a better look at Fast Track shoes. In the Berluti example the landing page was used for promotional efforts, with actionable buttons, not a simple, engaging picture to set consumer mood.
Another example of a luxury brand’s mobile app landing page trend can be seen in the example of the Swiss watchmaker, Roger Dubuis. This luxury brand used its mobile landing page to launch a campaign aimed at making product suggestions based on user personalities. Once consumers navigate to the dedicated landing page they were presented with a series of questions “asking [them] to choose between two city skylines and whether they’d prefer a luxury yacht or a sports car.”
Roger Vivier, another luxury brand that uses WeChat for mobile landing page campaigns in China, used the functionality for flash sales “intended to drive users to its online store and recruit more followers.” The campaign lasted seven days and saw engagement by over 90,000 followers. The campaign’s landing page featured colorful, playful visuals similar to SnapChat filters and clear, simple labeling. Users would click on one of four images of different products to view further details about it. Consumers interested in making a purchase are brought to a purchase page where they complete personal details before providing payment.
Mobile penetration and social media
Another trend impacting mobile landing pages of luxury brands is seen in combining mobile use and social media. One example of this trend is provided by the luxury brand, Michael Kors with the #InstaKors shopping program. #InstaKors is synced to Michael Kors’ Instagram feed, making it easy for consumers to go from discovery to sales transaction. The program creates a one-of-a-kind shopping experience for Michael Kors’ 8.2 million followers, as offers are exclusive to those within the #InstaKors "shoppingverse." The landing page for the promotion is a replica of the images shared by the luxury brand on its Instagram feed.
Personalization of users shopping experience is the next big trend for mobile app landing pages as it led to an overall growth in app usage of 322%. Personalization, as opposed to customization, allows a mobile app to adapt itself to information obtained from the user. However, personalization with mobile apps has, at times, been deemed “trickier to nail down due to the small screen sizes.” Regardless, when done right personalization via mobile app landing pages can have nice rewards. Perhaps to capitalize on this valuable feature, Barneys created its standalone mobile app, The Window, to provide users with blog stories exclusive to Barneys New York. The users of the app are presented with a story and feature content that is tied to Barneys merchandise images, as users read the stories they are able to shop through the app that has the landing page represent the top stories.
TRENDS ON THE WAY OUT
There were a couple of trends I came upon during the research that might be helpful in terms of avoiding. One of those trends includes using Flash. Flash is good to avoid because it often malfunctions on mobile devices; it is bad for SEO; it requires installation and updates; it has a slow loading time and tends to have flawed security. Digital carousels are also on the way out. Carousels deny consumers the right to choose the products they want to see when they want to see them. This form of control is counterintuitive to the personalization trend currently trending in the mobile, luxury brand space.
A continuing trend with mobile users is the “need for speed.” A recent study revealed that 40% of mobile users will leave the page if it takes longer than three seconds to load. Also, 79% of users, when they did not like a site’s mobile functioning, were less likely to return to make a new purchase from the company.
To sum up, there are several trends surrounding landing pages and mobile apps. Those trends include Chinese consumer-driven features like personal assistants, WeChat use, combination campaigns with social media accounts, and personalization. Flash, lengthy loading times, and carousels are not en vogue. Finally, links to examples of luxury brand landing pages are provided throughout the text.