Executive Summary

Completing Stage 1 of an eCommerce site for a +$40 Billion luxury retailer has taught us valuable lessons about content-driven commerce. Find out how we brought simplicity to the customer journey for a brand worth an estimated $3 Billion.

Lessons from the project journey

The recent rash of feature-heavy, cart-focused eCommerce platforms has contributed to a startlingly low international average conversion rate of 2.13% ( http://www.invesp.com/blog/ecommerce/how-to-create-effective-e-commerce-... ). Many eCommerce platforms cram features into the buying experience that are distracting and take a large toll on site performance and usability. They make it difficult for content editors to take control of quickly evolving brand messages and the customer experience. Average cart abandonment rate is over 65%. The only way to bring web traffic to your site and turn them into loyal customers is to put content first.

Last year, a Top 10 luxury brand approached us to build their Web Content Management system. In December, we released stage one of the project. As soon as a customer lands on the site, they are taken on a rich branded journey where they are enticed to find out more about each product. The luxury products are given the respect and framing they are accustomed to on Bond Street or the Champs-Élysées. When it comes times to make a decision, the checkout process gets out of the way.

If you would like to find out more about our project and two others, along with 3 game-changing online customer journey principles, come to this session.