Resources

Not so long ago, experts contended that luxury would always be a bricks-and-mortar business. But the state of play is changing, driven largely by the evolving luxury consumer. Online luxury sales are expected to triple over the next seven years, reaching €74 billion (£66bn) by 2025.

So how can exclusive labels deliver the experience and service implicit in a luxury purchase – but online? In this report, we evaluate 20 luxury brand websites to explore how they are meeting this growing content challenge. Featured brands include Burberry, Gucci, Prada, Ralph Lauren, Hugo Boss and more.

Having effective online product descriptions can make the difference between a customer adding an item to their basket – or simply dropping off your site at the all-important final stage of the shopping journey.

We surveyed 100 UK-based female shoppers to investigate what information consumers really want to know when browsing products online, and what information makes shoppers more likely to buy.

Find out how to create high-performing, conversion-optimised product descriptions in our report.

From fake news scandals to the rising Gen Z, the digital consumer has never been more canny – or more sceptical. 42% of consumers now distrust brands, with 37% trusting them less than they used to. So when brand-customer trust directly affects purchase intent and the bottom line, how can ecommerce businesses protect themselves against this dip in consumer confidence?

The answer isn’t paying for more ads; it’s providing more authentic, truthful information to the customer. Find out why in this data-driven infographic.

The online travel purchase journey is famously convoluted: so how can travel businesses use digital content to cut through and steer customers toward conversion more quickly?

In this report, we break down the online travel purchase journey into 3 fundamental stages and detail the crucial content that travel businesses need to provide their customers at each stage to help them navigate to a booking decision faster.

Mobile is only getting bigger. ‘M-commerce’ transactions are predicted to hit over $3.5 trillion globally by 2021, comprising 54% of US online sales. Combine this with Google’s mobile-first indexing and the rising spending power of a mobile-happy Gen Z, and it’s more important that ever that online retailers optimise for mobile.

In this infographic, we reveal how to transform ecommerce mobile content from basic to best practice – in seven simple steps.

Which of the UK’s top online retailers are leading and which are lagging when it comes to ecommerce content?

In this definitive report, we analyse the digital stores of 100 top UK internet retailers, looking at factors including mobile-readiness, content surfacing across the buying journey and search and conversion optimisation. The results form a compelling picture of how ecommerce businesses are meeting the content challenges of online retail.

Primary Content – the critical pre-purchase information that converts browsers into buyers, including product descriptions, category descriptions and buying/how-to guides – is one of the key drivers of online revenue and reputation for retailers. So why are so many ecommerce businesses allowing theirs to gather dust?

In this report, we dive into the five key reasons why Primary Content deserves your full attention – and a dedicated owner and budget line.