L2’s Insight Report: Mobile & Luxury finds that Beauty and Fashion brands have invested in mobile, but certain features still lag. In Beauty, four of five sites made for the mobile are e-commerce enabled, but less than half feature customer reviews (which can increase conversion by 133%).
Fashion mobile sites lag across all features, with more investments needed in video and user reviews. Especially striking is that just 54% of fashion brands allow users to save items to their wish list on the go.
So what are Fashion and Beauty brands doing right on mobile? Fourteen percent of Fashion brands enable inventory search on mobile, equal to the percentage desktop sites with the feature. Clinique’s mobile site has a skin diagnostic tool to ease purchase of cosmetics. Smashbox Cosmetics and Origins have in-store guides on their mobile home pages. Aveda offers no-minimum free shipping just on the mobile site to incentivize on-the-spot purchases.