Overall, Home Care brand sites are known for their limited functionality. Most focus on product awareness than path to purchase and many don’t have direct-to-consumer e-commerce. In the past year, however, multi-brand enterprises have started to develop their sites with features that help conversion. For example, all Procter & Gamble and Kimberly-Clark brand sites feature reviews and all of P&G, Church & Dwight and Georgia-Pacific brand sites have store locators. Independent brands have been innovative as well. Seventh Generation, for example, has launched direct-to-consumer e-commerce and attracts 1.4x the site traffic of the average brands in L2’s Home Care Index.

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Enterprises are also realizing the importance of mobile presence, as smartphones are becoming the first stop in the purchase path for Home Care products. Twenty-three percent of U.S. mothers use a smartphone when shopping for household cleaning products. Three-quarters of L2’s Home Care Index now have a mobile site and 23% of brands that were in the 2013 study have a mobile site. Procter & Gamble leads mobile adoption with a site for all of its home care brands.

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