Though customers may start their discovery process on review sites or even retailers, brand sites still play an important role in providing customers with information that distinguishes one product from another.
During its study period, Gartner L2 observed that only 6% of visits to a brand’s fifty most popular pages lead to content-related pages. Creating more relevant and engaging site content prompts a stickier environment, delivering reassurance to fickle customers. 85% of consumer electronics brand sites provide tutorials of their products and 83% have video content outside of product pages according to Gartner L2’s Digital IQ Index: Consumer Electronics. Only 30% of tracked brands adopt a dedicated video hub, falling short of industries like beauty and hair care, auto and department stores where adoption is 50% or higher.
On top of that, over two-thirds of tracked brands miss the opportunity to link from their videos and tutorials to product pages. Despite only 44% of brands maintaining branded site blogs, over half provide links to product pages. However, of the 17% of brands that maintain interactive product finders—nearly all facilitate commerce. Yet other industries, such as beauty and hair care and specialty retail, adopted these seamless next-step options at higher rates. Even Amazon’s launch of a commerce-oriented video hub “Watch & Shop” clearly indicates the value of content that facilitates purchase.10 It may be that consumer electronics brands believe their products are either too sophisticated or straightforward for the help of an interactive product tool, but the industry misses the benefits of using such tools to identify customer needs and behaviors.
Best Buy and Amazon clearly recognize this value and have implemented interactive quizzes addressing consumer electronics product needs. Additionally, across all product categories, Gartner L2 observed that industry leaders integrate need-based tools into brand sites. Brands should capitalize on these interactive product tools by integrating steps that narrow down product options based on preferences and can subsequently utilize customers’ data to curate personalized content and build loyalty.