17 luxury brands with poor web user experience

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This is a good article:

I've always found it ironic that some of the most fancy hotels have some of the worst websites in the world. It's the same with restaurants. Both are long serving fans of Flash and autosound, and the result can be hellish.

If websites are particularly bad, and if I'm the one tasked with booking or buying something, then I can tell you for a fact that I will look elsewhere. The problem is that there isn't always an 'elsewhere'. Luxury brands pride themselves on their uniqueness, after all. If your better half wants some Jimmy Choo for her birthday then that's what you need to buy.

I work a lot with luxury retailers (and have also done work for hotels and restaurants) - and many of the clients tend to still have a lot of misconceptions about the internet in general and what a "website" really is. What you can't forget in the end is that even if you are a Gucci or Ferrari or whatever - you still have to have a website that defines the user's definition/expectation of a website. Can you market or brand and have one off amazing visuals, images, presentations, movies, etc. Yes, definitely - but in the right place and at the right time (meaning, not onload when someone firsts visits!). But the web still has a core demographic of people looking for information.

And if they have come to your website, they usually want to be able to find that information, in a click or two. Splash screens, pop ups, begging people to join your email list or like your Facebook page, auto play music, etc. - these are distractions and at worse turn users off so much that they leave your site and maybe even begin to have a negative feeling towards your brand or business. So don't blow it. Read the article and get an idea of some of the specific mistakes still being made.


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