The L2 report evaluates the approach and performance of 100 consumer brands in regards to their use of digital content to drive conversions and streamline commerce. The report addresses brands across 8 industry sectors including Activewear, Beauty, Big Box, Consumer Electronics, CPG, Department Stores, Fashion, and Retail, tracking their investments in site, email, mobile, and social.
"Traditionally, brands have focused on creating as much site content as possible to encourage consumer engagement," explained Evan Neufeld, VP of Intelligence at L2. "However, content for content's sake can often overwhelm users and many brands have yet to acknowledge the need to shift their focus from mass messaging to bespoke digital features that can drive conversions."
Key findings from L2's report include:
Missing out on Mobile: Sixty-seven percent of tracked brands offer a commerce enabled app. However, only 22 percent include video, 13 percent incorporate user generated content, and 4 percent add lookbooks into their mobile app experiences, a fraction of the engaging content deployed on sites.
Selling with Social: Sixty percent of brands incorporate Shop Now buttons into their Facebook Pages. Big Box, Beauty, and Retail brands lead the pack with 89, 86, and 85 percent adoption, respectively. Conversely, Brands are slower to integrate social commerce into their Instagram accounts with only 41 percent adoption of the platform's Like2Buy feature.
Curation Vs. Clutter: Adding a personalized homepage can help to retain consumers by reducing the average bounce rate for brand sites from 47 to 39 percent. Likewise, site personalization drives consumers to spend 46 percent more time on site and view 39 percent more pages per visit.
"From proper email segmentation to site diagnostics, there are key digital features and tactics that have significant impact on a user's experience," notes Camilla Opperman, Research Associate at L2, "and in an era of over messaging, leading brands will be the ones who learn to do more with less."
The report features case studies on brands including but not limited to: Macys, CVS, Bud Light, Under Armour, Nordstrom, Smashbox Cosmetics, and Zara.
Click here to explore L2's interactive visualization depicting content execution versus commerce enablement across Index brands.
Contact [email protected] to access a complete, media-only copy of L2's report.
L2 benchmarks the digital performance of over 2,200 brands across 12 sectors globally. The L2 Digital IQ Index is the global standard for measuring digital competence. We analyze 1,250 data points across Site & E-Commerce, Digital Marketing, Social Media, and Mobile to provide brands with actionable, data driven insights on their digital performance.