L2’s Digital IQ Index: Beauty finds that opportunity for Beauty brands lies in mobile more than ever. The share of non-branded Beauty searches on mobile increase by almost 10% just between 2013 and 2014, from 36% to 45%.

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But are brands seizing this opportunity by being present, discoverable, and enticing on mobile? Presence is good; 98% of brands in the study have adopted a mobile-optimized site.

text-3 (2)Yet, most have not built the features of their mobile sites to their full capabilities, which could hinder conversion rates for consumers that do find the mobile site. For example, 20% of mobile sites still do not have a store locator and just 56% have geolocation. Just 57% display user reviews on the mobile site. Not the ideal combination for converting shoppers on the go.

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