E-commerce Customer Journey of Burberry
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Added on 2022-01-18
E-commerce Customer Journey of Burberry
Added on 2022-01-18
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EMSc DM 21-12-140
ASSIGNMENT - November 2021
Conversion Rate Optimisation
PROGRAMME : EXECUTIVE MSc IN DIGITAL MARKETING
ACADEMIC FACILITATOR : Mr. Naveen Marasinghe
LEARNING CENTRE : CAMBRIDGE COLLEGE - SRI LANKA
INSTRUCTIONS TO STUDENTS
1) Plagiarism in all forms is forbidden. Students who submit plagiarised assignment will be
penalised.
2) This assignment carries 100% weightage towards the final grade.
3) References MUST be included and taken from reliable sources. Please use the APA or
Harvard Referencing Style and cite your work appropriately.
4) The submission date of this assignment is on or before 31st of October 2021
DECLARATION BY STUDENT
I certify that this assignment is my own work and is in my own words. All sources have been
acknowledged and the content has not been previously submitted for assessment to Asia e
University or elsewhere. I also confirm that I have kept a copy of this assignment.
Signed: _____________
EMSc DM 21-12-140
ASSIGNMENT - November 2021
Conversion Rate Optimisation
PROGRAMME : EXECUTIVE MSc IN DIGITAL MARKETING
ACADEMIC FACILITATOR : Mr. Naveen Marasinghe
LEARNING CENTRE : CAMBRIDGE COLLEGE - SRI LANKA
INSTRUCTIONS TO STUDENTS
1) Plagiarism in all forms is forbidden. Students who submit plagiarised assignment will be
penalised.
2) This assignment carries 100% weightage towards the final grade.
3) References MUST be included and taken from reliable sources. Please use the APA or
Harvard Referencing Style and cite your work appropriately.
4) The submission date of this assignment is on or before 31st of October 2021
DECLARATION BY STUDENT
I certify that this assignment is my own work and is in my own words. All sources have been
acknowledged and the content has not been previously submitted for assessment to Asia e
University or elsewhere. I also confirm that I have kept a copy of this assignment.
Signed: _____________
2
EMSc DM 21-12-140
Table of Contents
About Burberry................................................................................................................. 3
Task-01 ............................................................................................................................ 4
What is CRO? ........................................................................................................................... 4
Importance of CRO for Burberry and Current Readiness............................................................ 4
E-commerce Customer Journey of Burberry .............................................................................. 4
Brand Awareness.......................................................................................................................................... 5
Consideration ............................................................................................................................................... 5
Purchase ....................................................................................................................................................... 6
Brand Loyalty................................................................................................................................................ 6
Current Website ...................................................................................................................... 6
Strength and Weaknesses ........................................................................................................ 7
Overall Website Performance................................................................................................... 7
........................................................................................................................................ 7
Task-02 ............................................................................................................................ 8
CRO Objectives ........................................................................................................................ 8
New Solutions to Increase CRO................................................................................................. 9
Add Reviews ............................................................................................................................................... 10
Chatbots and Live Chat features ................................................................................................................ 10
Suggested Budgets for CRO Initiatives .................................................................................... 11
Task-03 .......................................................................................................................... 12
What is User Experience? ....................................................................................................... 12
Key Strategies to Improve User Experience ............................................................................. 12
Understanding Consumer Behaviour in CRO ........................................................................... 13
Reference List ........................................................................................................................ 14
EMSc DM 21-12-140
Table of Contents
About Burberry................................................................................................................. 3
Task-01 ............................................................................................................................ 4
What is CRO? ........................................................................................................................... 4
Importance of CRO for Burberry and Current Readiness............................................................ 4
E-commerce Customer Journey of Burberry .............................................................................. 4
Brand Awareness.......................................................................................................................................... 5
Consideration ............................................................................................................................................... 5
Purchase ....................................................................................................................................................... 6
Brand Loyalty................................................................................................................................................ 6
Current Website ...................................................................................................................... 6
Strength and Weaknesses ........................................................................................................ 7
Overall Website Performance................................................................................................... 7
........................................................................................................................................ 7
Task-02 ............................................................................................................................ 8
CRO Objectives ........................................................................................................................ 8
New Solutions to Increase CRO................................................................................................. 9
Add Reviews ............................................................................................................................................... 10
Chatbots and Live Chat features ................................................................................................................ 10
Suggested Budgets for CRO Initiatives .................................................................................... 11
Task-03 .......................................................................................................................... 12
What is User Experience? ....................................................................................................... 12
Key Strategies to Improve User Experience ............................................................................. 12
Understanding Consumer Behaviour in CRO ........................................................................... 13
Reference List ........................................................................................................................ 14
3
EMSc DM 21-12-140
Digital Marketing: Conversion Rate Optimisation
About Burberry
Founded in the year 1855, Burberry takes pride in catering to the luxurious designer wear in
the home country London, UK. The brand has built a strong brand reputation over the years
across the globe and caters high quality sense of fashion to their target market (Burberry, 2021).
Burberry is headquartered in UK and has a market capital of GBP 7.5 Billions as at November,
2021 (Bloomberg, 2021). As luxury brands are accepted as a symbol of prestige and class,
people are more driven towards luxury brands which is a growing market in the world
(Perkins,2016).
Burberry Group PLC is a luxury goods company with a British origin, a strong focus on
perfumeries, outerwear, and a extensive range of leather goods business. The Company creates
and sources garments and accessories for global distribution through a diverse network of
retail, internet, wholesale, and licensing channels.
According to their official website, Burberry’s strategy after successfully completing
Burberry's transition and establishing a stable foundation, the company will harness their
distinctive brand to achieve sustainable, high-quality growth while being a force for good in
the world in the next new chapter. Burberry’s purpose as per their website is that they believe
that innovation creates new possibilities. Their mission is to unleash the imagination's potential
to push limits and create new possibilities for their employees, customers, and communities
and create a change that transform lives that matters.
The target audience for Burberry is high-class people and celebrities that fall under different
market segments such as men, women and children to which the products are catered. Burberry
is positioned as high in quality, craftsmanship and style with unmatched designs in the market.
EMSc DM 21-12-140
Digital Marketing: Conversion Rate Optimisation
About Burberry
Founded in the year 1855, Burberry takes pride in catering to the luxurious designer wear in
the home country London, UK. The brand has built a strong brand reputation over the years
across the globe and caters high quality sense of fashion to their target market (Burberry, 2021).
Burberry is headquartered in UK and has a market capital of GBP 7.5 Billions as at November,
2021 (Bloomberg, 2021). As luxury brands are accepted as a symbol of prestige and class,
people are more driven towards luxury brands which is a growing market in the world
(Perkins,2016).
Burberry Group PLC is a luxury goods company with a British origin, a strong focus on
perfumeries, outerwear, and a extensive range of leather goods business. The Company creates
and sources garments and accessories for global distribution through a diverse network of
retail, internet, wholesale, and licensing channels.
According to their official website, Burberry’s strategy after successfully completing
Burberry's transition and establishing a stable foundation, the company will harness their
distinctive brand to achieve sustainable, high-quality growth while being a force for good in
the world in the next new chapter. Burberry’s purpose as per their website is that they believe
that innovation creates new possibilities. Their mission is to unleash the imagination's potential
to push limits and create new possibilities for their employees, customers, and communities
and create a change that transform lives that matters.
The target audience for Burberry is high-class people and celebrities that fall under different
market segments such as men, women and children to which the products are catered. Burberry
is positioned as high in quality, craftsmanship and style with unmatched designs in the market.
4
EMSc DM 21-12-140
Task-01
What is CRO?
As a luxury fashion brand, it is important for Burberry to understand the vitality of the
Conversion Rate Optimization. Conversion Rate Optimization (CRO) is the science and art
behind converting a bigger percentage of your existing website traffic into sales or leads. CRO
isn’t just about sales either as the similar logic can be useful when converting transfer into
possible leads or heartening visitors to sign up to your monthly e-newsletter. Furthermore,
authors suggest that CRO should be a long – term process and not just one – time effort.
Importance of CRO for Burberry and Current Readiness
CRO plays a major role in today's social business. It allows business to lower their customer
acquisition cost by getting more value from the visitors and users they already have. By
optimizing the conversion rate they can increase revenue per visitor, acquire more customers,
and grow their business. Burberry has identified some key benefits of focusing on increasing
CRO within their strategy.
To Increase revenue and customer acquisition.
To get to know which aspects of their site work best with consumers, and optimize them
for even better results.
To provide smoother and defined user experience to their customers.
To establish solid metrics to measure Conversions.
E-commerce Customer Journey of Burberry
An e-commerce customer journey is a diagram that illustrates the steps a customer or prospect
takes to achieve a goal with your organization. The aim could be anything from making a
purchase to signing up for a newsletter to joining a loyalty club. By mapping the journey of the
customer, the organization will be able to identify improvements required in terms of the CRO.
The e-commerce customer journey map can be illustrated as follows:
EMSc DM 21-12-140
Task-01
What is CRO?
As a luxury fashion brand, it is important for Burberry to understand the vitality of the
Conversion Rate Optimization. Conversion Rate Optimization (CRO) is the science and art
behind converting a bigger percentage of your existing website traffic into sales or leads. CRO
isn’t just about sales either as the similar logic can be useful when converting transfer into
possible leads or heartening visitors to sign up to your monthly e-newsletter. Furthermore,
authors suggest that CRO should be a long – term process and not just one – time effort.
Importance of CRO for Burberry and Current Readiness
CRO plays a major role in today's social business. It allows business to lower their customer
acquisition cost by getting more value from the visitors and users they already have. By
optimizing the conversion rate they can increase revenue per visitor, acquire more customers,
and grow their business. Burberry has identified some key benefits of focusing on increasing
CRO within their strategy.
To Increase revenue and customer acquisition.
To get to know which aspects of their site work best with consumers, and optimize them
for even better results.
To provide smoother and defined user experience to their customers.
To establish solid metrics to measure Conversions.
E-commerce Customer Journey of Burberry
An e-commerce customer journey is a diagram that illustrates the steps a customer or prospect
takes to achieve a goal with your organization. The aim could be anything from making a
purchase to signing up for a newsletter to joining a loyalty club. By mapping the journey of the
customer, the organization will be able to identify improvements required in terms of the CRO.
The e-commerce customer journey map can be illustrated as follows:
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