In this year’s Digital IQ Index: Home Care, Drano earned a Feeble ranking. However, the drain cleaning brand shines in one crucial area where other home care brands fade: its site. While other labels fail to capitalize on brand site traffic and push consumers further down the purchase funnel, Drano demonstrates simple but effective tactics to engage customers with e-commerce-enabled content.
In the past year, brands across the category have added more videos to their sites and incorporated more information on manufacturing and ingredients. However, adoption of e-commerce features has been stagnant. The percentage of brands in L2’s study that link to e-tailer product pages dipped from 57% to 55% this year, with Charmin and Ziploc removing the feature entirely. This represents yet another missed opportunity to make the most of brand site traffic and speed up the path to purchase.
In contrast, Drano’s website features how-tos on bathroom cleaning and embeds product links within the articles; related products are also advertised in the sidebar. Closing the loop between discovery and purchase, product pages on the brand site link seamlessly to product pages on e-tailers, making it easy for customers to buy items of interest. Despite its simplicity, the site is effective in demonstrating what home care brands should prioritize within e-commerce.