In luxury, conversion is preceded by a process of desirability. A site that lacks desirability leads users to buy elsewhere.

Net-a-Porter set the standard for luxury e-commerce by understanding that selling designer clothing online required reproducing the editorial experience of the great fashion magazines. The site is both a boutique and a magazine, desirability is built editorially, before it is built commercially

SSENSE chose a radically stripped-back interface, almost conceptual, which says, through its very form, that the brand speaks to an audience

that knows what it's looking for. This restraint is itself a signal of desirability.
In both cases, conversion is a result of the experience, not its starting point. This is the logic the Bonhomme agency applies in its premium e-commerce projects.

1. Showcasing the product first. 2. A discreet but present CTA. 3. Trust before the decision. 4. Smoothness of the purchase funnel. 5. Consistency between traffic and experience.

As a web agency, Bonhomme applies the Desire-to-Convert Framework, three phases: desirability, consideration and conversion. Each phase calls for specific interface decisions.

Biver: strong desirability before conversion. Jean-Claude Biver: "Captures the nuances of a brand brilliantly".

Nescens: articulating desirability and scientific credibility. Pierre T.: "Bonhomme is a creative and visionary partner."

• Treating the CTA as an admission of weakness.
• Ignoring trust signals.
• Optimizing the product page while neglecting the funnel.
• Confusing restraint with a lack of clarity.

The real question: what experience must this brand create so that its audiences want to buy, here, now, and come back?

"A site that doesn't convert has failed, however beautiful it is. But a site that converts by betraying its brand has also failed."
— Emmanuel Cruellas, co-founder & design director

"Desirability is not the luxury of conversion, it is its foundation."
— Morgane Urbain, co-founder & creative director