Storytelling has always been part of LUSH, the beauty store for handmade personal care and beauty products. Founded in 1994, LUSH has weaved its stance against animal testing and natural ingredient ethos in its stores and traditional advertising channels. (The company faced controversy for running an ad about reptile extinction with false claims.) The brand is bringing the same approach to its brand site, integrating its production backstory with sales.
According to L2’s Intelligence Report: Content & Commerce, one of brands’ biggest content mistakes is hosting a blog on a separate microsites that can receive as little as 0.2% to 0.5% of the traffic of the main URL. Microsite bounce rates are higher as well, two to three times the main site. Furthermore, those who visit a standalone brand blog are often fans who search for all content related to the brand, diminishing the ROI.
Featured as a model of content and commerce integration in the study, LUSH places the blog posts on the main page, treating them as a gateway to products. And vice versa, the brand uses the blog to give consumers additional information about the products they are considering. Each product page has a feed of relevant blog articles that contain ingredient information, product stories, and content about other products in the category. There are no dead ends on the LUSH blog; all posts link back to product pages, emphasizing the goal of conversion.