Why Personal Care Brands Should Care About Their Mobile Site Experience

Gartner 23 Nov 2021 08:35

I was analyzing brands’ mobile site data to gear up for Kyle Rees’ and my upcoming cross-sector Mobile Marketing Channel Benchmark Webinar when I noticed something interesting about personal care brands. An overwhelming proportion of site traffic among personal care brands come from mobile devices, compared to desktop (see Figure 1).

Figure 1. Seventy-Six Percent of Personal Care Site Traffic Stems From Mobile

This graphic shows that 76% of personal care brand traffic comes from mobile

While overall, total site traffic to personal care brands remains low compared to popular brand destinations within industries like retail and travel and hospitality, it’s interesting how 76% of site traffic stem from mobile when the average share of mobile traffic across all industries lands at 54%. I also noticed that not many personal care brands have customer-facing mobile apps; just 14% of personal care brands in our Mobile Marketing Benchmark study have a mobile app compared to 50% of brands across all industries. 

This relatively low overall site traffic and mobile app presence among personal care brands make sense, afterall—most customers tend to discover, research and purchase personal care products through large, established multi-brand retail outlets, such as Target, Amazon or Ulta.

Mobile homepages serve as an important landing page for both first-time and high-frequency customers. Therefore, it’s critical that personal care brands keep this digital footprint simple and intuitive for customers to navigate, relying on product display pages for more detailed information and robust visual assets. See Figure 3 for some examples of how high-performing personal care brands execute on the aforementioned elements of a simplified mobile homepage experience: 

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