Luxury brand managers are prone to focus their efforts on generating more traffic, rather than learning how to convert more of the traffic they have. Part of that mindset comes from the idea that sales is a numbers game.

“The more you pour in, the more you get out”

Luxury brands are unable to rely on this mindset to grow their sales, simply because the type of customer they target is different.

Different in the sense that they have a longer sales cycle, they do more in depth research, etc.

Therefore the quality of the lead needs to be top priority.

Any successful sales person who’s done work with a luxury brand will tell you that it’s better to have fewer high-quality leads, than to have many low quality leads.

And if they’re really well trained in sales, they’ll also tell you that traffic generation without CRO consideration can cost more than it’s worth.

Conversion rate optimisation provides “Quality over quantity”

When well practiced CRO strategies are paired with traffic generation, it raises the quality of your leads. CRO solely focuses on improving the flow of various pathways your prospects take on your website before making a purchasing decision.

This improved flow, helps to prequalify prospects as quality leads, who are now fast tracked to making a purchasing decision.

Luxury brand managers have also been known to believe that Conversion Rate Optimisation is done as a once off.

“Yes, we’ve done CRO before, we updated our website last year”

Here’s the harsh truth – While you’re busy looking for new ways to generate more traffic to your already poorly converting website in the hope to grow your sales, other luxury brands (your competition) are optimising their pages for existing traffic.

They understand that it’s more beneficial if they invest in a strategy that boosts their conversions rate from 3% to 4.8%, than to try and double their traffic, especially when click costs are at an all time high.

Here’s something else to consider if you really want to talk numbers:

Even a marginal conversion rate increase for a luxury brand site can lead to a substantial increase in ROI. If you increase the conversion rate from 3% to 3.5% from a site that is generating over $10,000,000 per year in annual revenue, this will yield over $1,600,000 in additional sales each year.