Landing pages are critical for influencing the consumer path to purchase.

Home Care brands tracked in Gartner L2’s report on the sector with display ad landing pages linking directly to e-tailer sites predominantly lead to product pages or brand pages. But enterprises have also increasingly taken advantage of custom landing pages to showcase custom assortments, highlight key seasonal trends, integrate differentiated content or provide a multibrand, enterprise-wide experience. Adoption of custom landing pages is more apparent on Amazon, with 28% of display ad impressions with Amazon landing pages serving custom pages, compared to 21% of those leading to Walmart and none of those leading to Target. Dish care brand Finish’s display ads direct consumers to custom landing pages on Amazon, which showcase the variety of cleaning products sold by its parent company, Reckitt Benckiser.

But as customers navigate to specific product pages, brands have to cede power to Amazon, whose algorithms control product recommendations in the form of “Frequently Bought Together” or “Customers Also Considered” widgets. On the other hand, 77% of home care brands’ display impressions linking to Target, and 35% of those linking to Walmart, land on generic brand pages. These pages showcase a single brand’s assortment, rather than upselling complementary products. However, brands continue to maintain some control over product recommendations with “More From the Collection” widgets. For example, Procter & Gamble uses this widget to navigate consumers from Cascade’s product page to a custom enterprise page that highlights collections of complementary products within its portfolio.

Custom landing pages can also help enterprises take a coordinated approach to display advertisement across their portfolios. SC Johnson brands used a consistent display ad creative template for the enterprise’s 2018 Spring Cleaning campaign, for example, with ads directing consumers to custom landing pages on Walmart. Pooling creative and media resources had the added advantage of supporting the portfolio’s smaller brands, like Pledge, Drano and Scrubbing Bubbles, with a strong payoff—eight of the company’s twelve brands distributing through the platform outperform the index average Digital IQ score for Walmart.

For enterprises with a large portfolio, especially those offering complementary products, online basket building will become increasingly critical in improving the value proposition of e-tailer investments by gaining search real estate and eventually share of sales. Enterprises must work with e-tailer partners to promote basket building with new, custom site features, and incentivize customers to buy from within the portfolio to maximize conversion value.

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