It’s too bad dogs can’t use computers, because pet treat brands are seeing declining site traffic. Between this year and last, brands that sell only pet treats saw their overall site performance plunge, according to Gartner L2’s Digital IQ Index: Pet Care.

These sites receive less than 30% of the monthly visits scored by competitors selling staples like pet food and cat litter, a problem compounded by their limited features and functionalities. Given the relatively lower purchase consideration of pet treats, treat brands must focus on maximizing efficiency through scaling essential site features and functionalities, particularly on product pages, which receive more than half of all page views across pet treat brands’ sites.

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J.M. Smucker Co., for example, which recently updated multiple brand sites with more modernized user interfaces, efficiently scales site features across its portfolio so that brand sites provide a consistent user experience. Each site includes a common navigational structure and an About Us page. Additionally, each product page provides feeding instructions, a table-stakes feature across pet care sites.

In addition to scaling essential site features and functionalities, pet care organizations with pet treat brands can reallocate investment toward other digital marketing and e-commerce channels. By de-prioritizing investments in developing sophisticated site features, J.M. Smucker Co. can focus on further accelerating the performance of its recent acquisition, Nutrish, across high growth e-commerce channels like Amazon.

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