To contend with Amazon, retailers and brands must invest in site content that encourages purchase. But while three-quarters of department store sites feature guided selling tools, L2’s report finds that the visibility and shoppability of these features often leaves room for improvement.

Editorial content is not consistently promoted on many sites, and when it exists, it often fails to place the user on a path to purchase. Only three brands—Harrods, House of Fraser, and Next—offer editorial content on product detail pages, a missed opportunity to boost conversions without requiring shoppers to navigate away from the page.

Editorial content placement

Shoppability is another area that can be improved, particularly when it comes to video. Barely half of campaign videos provide a path to purchase, and less than 30% embed links to shopping pages inside the video frame. Given that consumers are 1.7 times more likely to make a purchase after watching a video, this is a clear missed opportunity. Without brushing up on these areas of guided selling, retailers could find themselves losing more customers to Amazon.

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