The role of the brand site remains a critical touchpoint in the digital marketing ecosystem as consumers increasingly turn to online search. Brands have an opportunity to leverage content, site UX, and guided-selling tools to create meaningful interactions at each stage of the purchase funnel. As explored in Gartner's Digital IQ Index: Personal Care US 2019, this report addresses the role of the brand site and opportunities to gain consumer mindshare.
The Personal Care US: Creating Consumer-Friendly Site Experiences report addresses the following questions:
- In a crowded Google search ecosystem, how can brand sites earn the right to win by playing an educational role in the consumer journey?
- In the absence of an educational role, what other opportunities exist to help improve brand site discoverability in the path to purchase?
- How are brands closing gaps in their site experiences to showcase their product assortments and guide consumers in their purchase decisions?