While brands are increasingly making their content more informative, it is also vital that they make their content easily accessible. Here are a few lessons on how to efficiently educate the modern consumer.
Fortunately, in both the U.K. and Germany, 84% of all brand sites link directly to site content from the primary navigation according to Gartner L2’s report on the topic. The story is slightly different for content linking from product pages, however. Here, Germany leads the way with 63%, compared with 38% in the U.K. This is significant, as a third of site page views are on product pages across both markets.
When educating consumers, ensure that content can be found easily through the primary navigation, homepage and product pages. Two brands that do this in the U.K. are Lynx and Always, which both maintain unique approaches to integrating content and involving the customer along their educational journey. Lynx provides an interactive, multistep product finder tool that asks a combination of lifestyle and regimen-based questions to build a personal profile and suggest relevant products. Before revealing this profile, however, Lynx asks for personal contact details to expand its CRM database. Consumers are clearly satisfied with this tool’s results, as its page views rose 10% since its launch in January 2017, and it now accounts for a quarter of all content-related page views. By tailoring its content and products to the individual, Lynx is able to educate shoppers about its large product range while pushing them down the funnel on e-commerce-enabled product pages.
Always takes a different approach by linking to its content through a site chatbot. Rather than using a chatbot for customer service, the Always chatbot pushes users straight to content pages, given the more intimate nature of the content. From there, shoppers are either directed to more content or product pages. The Always site is a major content hub, with half of the views landing on content pages. The homepage, on which the chatbot is prominently placed across all devices, is the second most popular page.