Google Search Drives 48% Of All Referrals To Luxury Brand Sites, Study Finds

More than half of all traffic to luxury brand Web sites comes from search. Some 46% of this traffic is paid, greater than the paid rate seen for the broader apparel and accessories market at 39%, according to research released this week.

Once consumers reach the brand’s Web site, according to data from the PMX Agency study, Google, alone, accounts for 48% of all referrals to luxury brand sites. The search engine is the biggest source of traffic to the luxury category. Nearly 40% of visitors leaving a luxury brand site keep shopping by going on to another retail site.

PMX Agency’s 2016 Trend Report — Luxury Brands Online – analyzes the success of top luxury apparel brands online by leveraging a variety of metrics such as site visits, brand searches and social media interactions to better understand reach and consumer engagement.

Read full coverage of our Luxury Report here in MediaPost.

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