Brand sites play a valuable role in product research, even though they have lower search visibility and site traffic than major e-tailers. Product pages garner nearly twice as many views as content hubs, indicating that brands should place relevant content pieces on product pages to optimize their visibility. However, many brands in L2’s Digital IQ Index: FMCG UK fail to take this into account when designing site content.

Site traffic share

Investments in product pages have evolved quickly since L2’s 2017 study, while content investments have stalled. An impressive 84% of brands now include an e-tailer handoff to major UK retailers, up from 55% in 2017. Procter & Gamble brands are responsible for half of this improvement, as the enterprise has deployed a shared plug-in across its portfolio. Brands are also making their handoffs smarter, with more of them linking directly to relevant e-tailer product pages rather than to e-tailer homepages. This reduces the chances of losing a conversion to a competitor brand.

With brands focusing on product pages, however, content investments have taken a back seat. The number of sites with guided selling content has plateaued over the past year, and features like product finders remain scarce. Content features that do exist are poorly optimized for commerce. For instance, only 22% of brands link to product pages from product videos, failing to provide customers with an easy path to purchase.

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