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Content & Commerce

The
Purchase
Funnel

Learn about the techniques that leader brands are using to drive customers along the purchase funnel.
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2017 saw leader brands doubling down on content investments to help direct customers to products. In March 2018, L2 found that 40% of brands link to product pages from branded content, up 20% from 2017.
In 2018, a seamless commerce experience means effective content investment along every step of the purchase funnel.
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Email & Social

Social media and email prime customers to be engaged with brand content.
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Content & Homepage

Homepage and content pages can simplify product discovery through mass personalization and social content.
product-page

Product Page

Product pages can seal the deal with last-mile features like size guides and product-matching tools.

The Purchase Funnel

email-social

Email & Social

Social media and email prime customers to be engaged with brand content.
down-arrow

Content & Homepage

Homepage and content pages can simplify product discovery through mass personalization and social content.
hompage-and-content
down-arrow
product-page

Product Page

Product pages can seal the deal with last-mile features like size guides and product-matching tools.
Leader brands carefully tread the line between not overwhelming users on mobile devices and offering enough for customers to feel confident in their purchase decision.
step-one

Email & Social

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.
Brands that emphasize loyalty programs and calls to actionbracket in emails see greater open rates than brands that emphasize product content.

Emails with Calls-to-Action/Loyalty

45%

Adoption

n=106

Brands can take advantage of Call to Action buttons to link to the brand homepage or to shoppable product or category pages.

Facebook Call to Action

80%

Adoption

n=106

Chatbots can help brands personalize user interactionsbracket and respond more quickly— an opportunity to drive traffic to site.

Facebook Messenger

77%

Adoption

n=106

step-two

Content & Homepage

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.
Leader brand homepages favor mass personalization and product discovery tools.

Mass Personalization

20%

Adoption

n=106

Shoppable social feedsbracket can be a huge boon to brands. Authenticity is key—successful feeds make the source of images clear.

Social Content

31%

Adoption

n=106

Branded content like blogs, tutorials, and videos are an opportunity to engage consumers.

Blog and/or Editorial Content

68%

Adoption

n=106

Over half of all brands in L2’s study offer 3 or more filtering options, such as product category or price.

Filters

49%

Adoption

n=106

User ratings and product summaries help customers navigate category pages.

Product Tile

56%

Adoption

n=106

step-three

Product Page

product-page
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.
Leader brands showcase products in use through lifestyle and model shotsbracket.

Models/Lifestyle Shot

80%

Adoption

n=96

Adoption of tutorials on product pages grew by 22% YoY but most brands are not including them on their product pages.

Videos

47%

Adoption

n=106

Consumers place a lot of trust in content written by peers; however, UGCbracket is adopted widely only among leader brands.

User Generated Content

63%

Adoption

n=106

Adoption

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.

See adoption rates for

Credits: Minh-Anh Nguyen (design); Alice Heine (development); Adriel Tey, Lili Meng (data)

© 2018 Gartner, Inc. and/or its Affiliates. All Rights Reserved.

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