L2’s Digital IQ Index: Personal Care finds that user reviews experienced the biggest jump in adoption among personal care site features between 2013 and 2014. Fifty-five percent of Personal Care brands invested in user reviews this year, a 10% increase from 2013. Couponing remains the most popular with little growth; 64% of brands had a couponing section in 2014 vs. 60% in 2013.
Surprisingly, no brands featured in this year and last year’s studies added a store locator to their sites. Brands seemed cool on interactive tools as well; the fraction of brands using interactive tools decreased to 34% from 39%. Brands such as Vaseline and Olay deactivated their interactive tools for a cleaner product navigation experience. Yet, interactive tools remain great consumer data collection and conversion tools for others. For example, Eucerin gates its quiz results with email sign up and Burt’s Bees drives conversion by offering $5 coupons for purchasing all recommended products.
Brands are missing the boat on another opportunity as well: personalization. Consumer account adoption increased by just 1% from 2013 to 2014. And of the 24% of brands that did offer account signup, just 14% offered wishlists.