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Email & Social
Social media and email only make up 6 percent of site traffic combined. However, brand sites that rely more on social media and email traffic have longer visit durations on average than sites that rely more heavily on organic and paid search traffic.
Here’s a breakdown of how best-in-class brands are using social media and email to drive users to site.
Content & Homepage
The homepage of brand sites has historically been used to tout new products or promotions. However, brands have started refining their homepages provide a more curated browsing experience and streamline product discovery.
While leading brands bolster product pages with video tutorials and interactive product matching tools, most brands are slow to go beyond product specifications and photos and are not fully leveraging what they have.
Adoption rates vary across different verticals—see which verticals are doing better than others by exploring the interactive below.
Values represented in the interactive below are based on February 2018 observations. Each purple line represents an industry’s adoption rate; hover over each vertical for details.
Credits: Minh-Anh Nguyen (design); Alice Heine (development); Adriel Tey, Lili Meng (data)
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