Executive MSc in Digital Marketing: Burberry CRO Performance Analysis

This report provides a comprehensive analysis of Burberry's Conversion Rate Optimization (CRO) efforts, focusing on the e-commerce platform. It begins with an overview of the Burberry brand, its target audience, and market positioning. The report then delves into the concept of CRO, its importance for Burberry, and the current state of its website. It examines the e-commerce customer journey, from brand awareness to purchase and loyalty, identifying strengths and weaknesses at each stage. Task 2 sets CRO objectives, including increasing web traffic, improving time on page, and boosting conversion rates. Solutions such as adding reviews and implementing chatbots are proposed. The report concludes with a discussion of user experience (UX) and key strategies to improve it, along with an understanding of consumer behavior in the context of CRO. The report includes relevant website performance data and references to support its findings and recommendations. This report is designed to help Burberry optimize its website and enhance its digital marketing performance.

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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: _____________

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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

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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.

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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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Brand Awareness
Every journey has a starting point, and in the e-commerce business, that starting point is
awareness. This is the point at which the customer learns about your product/service and brand.
This is also where you learn how they discovered you. Burberry has implemented the following
strategies to guarantee that the target audience is aware of the brand.
 Social Media Advertising (Facebook, Instagram, Twitter & YouTube Ads)
 Email Marketing Campaign
 Google Display Network Ads
 Search Engine Optimization
The popularity of social media grew in the last decade leading to an introduction of a multitude
of social media sites and applications such as Facebook, Instagram, Twitter, WhatsApp,
YouTube, etc. Approximately 4.5 billion people use the internet, of which 3.8 billion people
use social media as of 2020 (Kemp, 2020). Burberry has lesser brand reach via social media
platforms when compared to other key competitors like Chanel and Dior. Based on the social
media platform research, it can be seen that Chanel has 17M followers on Facebook and
currently has a higher no of subscribers on YouTube. With the current trend in video marketing
such as YouTube and as well as TikTok, it is important for Burberry to expand the digital
media presence on these platforms as most luxury brands have now stepped up video marketing
on TikTok (Danny, 2020).
Consideration
When a customer first visits your website or app and browses through the catalog, it is the
consideration stage. Here, they will skim through the platform and make an impression of your
brand based on your offerings and experience design.
Burberry has a unique website that can offer the ultimate user experience to the customers. In
addition, the Burberry check pattern has become so famous that it has been adopted by a slew
of celebrities, politicians, movie stars, adventurers, and socialites. As a result, it came to be
associated with superiority, and luxury. This helps the brand to get more customers, as they
believe if their favorite celebrity is using it, they must also use it (Buckley, 2015).

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Purchase
At this stage, the consumer decides to proceed with the order, and they add the item to their
cart, pay for it, and receive confirmation. The procedure is repeated until the item is delivered
to the customer's doorstep.
Brand Loyalty
Burberry has a devoted following of customers who do not move to any other brands. These
customers usually identify the brand with their social standing, and they value the brand's
quality with every dollar they spend. Burberry has worked hard to earn a place among the
world's most prestigious brands, such as Hermes, Gucci, and others. By preserving the check
pattern as the trademark, it continues to innovate and introduce new styles to market, and this
confidence has attracted many new and potential customers to the company (Burberry, 2018).
Current Website
Burberry.com has 13,102 unique
visitors per day and 62,235 page views.
Burberry.com has a web worth of
$1,087,291 USD. The average number
of page views per visitor is 5.08.
Image 1.1 – Burberry Website
According to Alexa's traffic estimates, burberry.com is ranked 1,019 globally, with the majority
of its visits coming from Japan, where it is ranked 1,569.
Image 1.2 – Burberry Website Traffic Details

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Strength and Weaknesses
When evaluating the present website's strengths and weaknesses, the following was discovered.
Strength Weaknesses
The website load in 1.9 seconds Loading issues in some pages
The brand and logo are prominently placed Social sharing is not provided
Flexible checkout options Some payment methods did not appear to be
added to the checkouts.
Clear & Precise Product Details.
User friendly colour theme
Overall Website Performance
Image 1.3 – Burberry Website Performance

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Task-02
CRO Objectives
Every organization's goal is to increase the number of visitors and complete a call to action
during a specific time period. CRO analyzes the shopper or visitor's behavioral engagement
and the similar buying patterns which motivated him to purchase or engage more with
components of the product portfolio of the organization through a web page. In order to
improve the conversion rate of Burberry, it is essential that the company set clear objectives
and introduce initiatives and solutions to optimize the conversion rate.
Identifying business objectives is critical in order to perform better in the e-commerce business.
Following a 5-step digital marketing measurement model by Kaushik, (2021) will be helpful
in setting up clear objectives and measuring them with solid metrics.
Identify the Business Objectives - Kaushik, (2021) Suggest, the objectives should be online
with the D.U.M.B method. which is,
D - Doable
U - Understandable
M - Measurable
B – Beneficial
These D.M.U.M.B objectives can be divided into 3 key areas as Acquisition, Behavior, and
Outcomes.
Identifying Goals - By identifying the goals can help organizations achieve each of their
objectives.
Setting Up KPIs - Key performance indicators refer to a set of quantifiable measurements used
to gauge an organization's overall long-term performance. KPI will be assigned and ensure
effective and measurable outcomes.

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Based on the above method, the following CRO objectives can be identified for the Burberry
e-commerce platform.
 Increase web traffic by 150,000 visits for the next 12 months.
 Increase average time spent on pages to over 2.30 minutes during the next 12 months.
 Increase the average basket value by 20% of single buyers within the next 2 months.
 Achieve average monthly email sign-ups of 500 for the next 12 months.
 Minimize and maintain the bounce rate of the overall website below 30% during the
course of the next 12 months.
 Increase the number of returning customers by 25% for the next 12 months.
New Solutions to Increase CRO
Conversion Rate Optimization can double the results with the same traffic Burberry currently
gets to the website. This makes it a more preferred option to spend money on P.P.C ads and
other forms of digital marketing. Burberry can easily generate more sales by just improving
various aspects of the website! This means the company has a higher chance of converting
more leads with every marketing step that it takes, even those outside of their website.
The following two new solutions are suggested to improve the CRO of Burberry's website.
 Add Reviews to the Products.
 Chatbots and Live Chat feature.
Objectives Create Awareness Increase Conversions Increase Retention
Goal Increase Web Traffic Increase Average Basket
Value
Increase in Returning
customers
KPIs 75000 visitors per month 2.30 minutes average time
spent
Increase by 25%
Segments Traffic through Social Media Advertising, Search
& Display Advertising
Previous Buyers & web
visitors with buying power

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Add Reviews
Adding reviews to the website is a great way of building trust and credibility for e-commerce
businesses. People who shop online will primarily consider the effectiveness of the product
before choosing a payment option. This is why they check product reviews before deciding
whether or not to purchase it. A good way to accelerate this process? Make reviews visible on
the company website! Place them in a prominent location so that
visitors may quickly find them. Burberry should ensure that the
reviews are well arranged, and well structured, for better reading.
Bullet points can be used by the company to highlight the different
benefits that previous buyers have experienced from the product.
Adding a few statistics to show customers the statistical
significance of the company website is another good strategy.
Chatbots and Live Chat features
If there's one thing that customers expect from a business, it's quick service. Nobody likes being
kept waiting when they need something done. This is why it's important to keep visitors
engaged while they wait for a response. Customers will occasionally run into an issue and will
require assistance. Installing a chat option on Burberry's e-commerce website is an excellent
solution to handle this problem. This can take the shape of a Chatbots that has been pre-
programmed with the most common questions that customers are likely to ask. Customers don't
like unrelated automated responses to significant situations, thus Burberry should include a live
chat facility to assist this chatbot. Burberry may utilize live conversations to better explain
items to customers, provide solutions to issues that aren't programmed into the chatbot, and
improve customer support by making it more personable and effective. A good chat function
can significantly improve a company's website's conversion rates. Burberry may also make
chatting available on social media channels, which are extremely quick and successful at
reaching customers

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Suggested Budgets for CRO Initiatives
Description Cost (Per Month)
Social Media Advertising $500
Email Marketing Campaign $100
A/B Testing $150
PPC Campaign $200
Display Ads $200
Creatives $350
Total $1,500
Table 2.1 – Budget for CRO

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Task-03
What is User Experience?
Since Burberry is an e-commerce platform, the User Experience must exceed expectations. As
previously stated, the e-commerce industry is crowded, and good optimization will have a
significant impact on conversion rates.
According to Product Plan (2021), The emotion people have when utilizing a product,
application, system, or service is referred to as user experience. It's a broad phrase that can
refer to a variety of factors such as how well a user can navigate a product, how simple it is to
use, and how relevant the content displayed is, among others.
Key Strategies to Improve User Experience
Call To Action - Burberry should concentrate on the Call To Actions (CTAs) on the landing
page. This is what determines the customer's next step after viewing the entire website. It's
similar to crossing a bridge; you must ensure that the bridge is stable! Remember that you've
already persuaded people to browse your website long enough to find your CTAs. You don't
want visitors to waste time contemplating whether or not to click the CTA once they arrive. As
a result, the organization must ensure that they are meeting the needs of its customers.
Customers, like you, are individuals. This means they'll look to see if your product can help
them solve their problems. It also entails understanding what clients wish to avoid. As a result,
Burberry must strike a balance between what they want and what they don't want. Ensure that
visitors notice the CTAs as quickly as possible; urgency is the most effective technique to
persuade a visitor to purchase a product. The visitor will have a better user experience as a
result of this.
Add incredible visuals - Most customers will not purchase a thing if they cannot see how it
appears. When it comes to user experience, the visual depiction of your product is really
important. To be certain that a product is exactly what they want, most customers want to touch
and feel every component of it. Except for saas products, they can't do this online, thus it's in
your best interest to spend a lot of effort into visual representations of your product.