Yesterday Luxury Daily reported on the page load speeds and availability results of top luxury brands in retail and automotive during the all-important fourth quarter when these brands count on advertising to drive website traffic, brand preference and, ultimately, purchases.
Just this week, an analyst for the luxury retail industry described 2012 as “the year of the dragon” for the industry, pointing to growth and opportunity for this important market segment as well as the importance of customer service and the web and mobile experience. According to Chinese horoscopes, “The Dragon is magnificent. He is flamboyant, attractive and full of vitality and strength. The Dragon is the symbol of power and wealth.”
It’s clear that luxury brands such as Burberry who yesterday announced its impressive Q3 earnings – and credited website investments as contributing to sales, are taking web performance seriously. Our Q4 data shows that these brands continue to make significant strides, resulting in faster page load times and improved availability, as compared to Q3.
In Q4, four brands achieved a remarkable 100 percent availability. The move towards using HTLM5 instead of Flash and the use of fewer heavy images are definitely helping luxury brands to speed up page load times and still deliver stunning, rich websites that appeal to the luxury buyer.
Luxury Website Performance Key Takeaways
- Hats off to Rolls Royce and Jaguar whose sites both delivered 100 percent availability in the fourth quarter as the top automotive luxury brands. Rolls Royce also delivered the fastest page speed – its home page loaded at 0.169 seconds, followed by Porsche with 0.256 seconds and Jaguar with 0.26 seconds.
- Mercedes-Benz displayed the most improvement quarter over quarter. In Q3 its site took 17.03 seconds to load. In Q4, the brand shaved off 13 seconds delivering its site in less than 4 seconds. This dramatic improvement was accomplished by replacing its special Fallback jpg and video with new content.
- Prada and Gucci took top rankings for availability, with both brands delivering 100 percent availability in the all-important fourth quarter. Prada’s site was also the fastest, loading for shoppers in just 0.17 seconds. For the luxury watch buyer, Cartier’s site loaded in 0.24, taking second place in our benchmark.
(Image from Mercedes-Benz fall promotion.)