Lifting a page from the Beauty industry’s book, Hair Care brand sites are incorporating guided selling tactics like diagnostic quizzes and user reviews. However, many lack key features to encourage product discovery and purchase. L2’s Insight Report: Hair Care & Color Guided Selling highlights a few missing pieces:
Only half of Hair Care brands employ interactive tools to replicate an in-person consultation with a stylist and use questions to ascertain customer preferences. Of those brands, only one in five allow users to save their results – which makes it harder for consumers to find and ultimately purchase products.
Just for Men stands out in this regard. The brand employs an interactive tool to help users find the appropriate product and shade, incorporating slider tools and 360-degree image rotation.
Search is one of the most useful functionalities of a product site. Therefore, it is particularly surprising that 40% of Index brands lack search filters. Existing filters are fairly limited: less than half of Index brands offer Hair Care-specific filters that sort by desired result or hair type, and a mere 16% include performance-based filters such as “most popular” or “highest rated.”
While non-DTC brands might not think of investing in such filters as useful, they can be combined with links to third-party e-commerce sites to guide consumers down the purchase funnel. For example, Head & Shoulders integrates sidebar filters as well as sorting options within the main product navigation to help users identify products that match their preferences. Product pages list prices and shipping costs from various e-tailers.
While 88% of consumers consider online reviews very influential when purchasing a new product from an unfamiliar brand, one-third of Index brands still fail to include reviews on product pages. Only a handful feature testimonials or video reviews, further distancing themselves from the opportunity to engage potential customers.
Once again, Just for Men excels in this area. Product pages consistently integrate customer video testimonials as well as reviews, encouraging consumers to invest in Just for Men merchandise.
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