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%.
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.
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.