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.
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.