Why consumers can’t find your brand home page on e-retailers

Why consumers can’t find your brand home page on e-retailers

Brand concessions on third party retail sites are created to promote conversion by capturing consumers and streamlining their journey towards purchase. However, these pages are often difficult for consumers to find, meaning that they struggle to provide a good return on investment.

 

Last week we showed you how brand concessions can benefit your business. In this article, we show you four key areas that can maximise the potential of your brand pages:

  1. Navigation: Check whether the site's navigation links take consumers to your brand page
  2. Search: Ensure consumers end up at your brand home page when they search for your brand on the site
  3. Listings: Make your product listings link to your brand home page
  4. Other routes: Try to access your brand pages on e-retailers directly from search engines

Navigation: Check whether the site's navigation links take consumers to your brand page

 

Navigation: Check whether the site's navigation links take consumers to your brand page

 

E-retailer navigation links frequently take consumers to product listings rather than to brand home pages. Encouraging e-retailers to link to your brand home page using the site's navigation is the most important step towards flowing traffic to your brand home page.

 

In this example on Argos.co.uk, following the Oral B navigation link takes consumers to the Oral B homepage, while following the Panasonic link does not, even though Panasonic has an Argos home page.

 

Search: Ensure consumers end up at your brand home page when they search for your brand on the site

 

Search: Ensure consumers end up at your brand home page when they search for your brand on the site

 

E-retailers should automatically redirect consumers to your brand home page when they search for your brand. If e-retailers will not redirect for you, providing a link on the search results page (see above) gives you the opportunity to send consumers in the right direction.

 

In this example, searching for Samsung on Amazon.com, the first entry provides a link to Samsung's Amazon brand page.

 

Listings: Make your product listings link to your brand home page

 

Listings: Make your product listings link to your brand home page

 

Consumers can find your product in a variety of ways and their journey may not take them via your page. If the consumer is not ready to buy your product, the last thing you want is for them to view a competitor product.

 

Here, Aussie link directly to their brand page on listings, getting the initiative back by making it easy for consumers to get to their brand page and find the right product for them.

 
Other routes: Try to access your brand pages on e-retailers directly from search engines

Other routes: Try to access your brand pages on e-retailers directly from search engines

Finally, promoting your brand home pages on search engines can be beneficial. You get to direct consumers to your most engaging pages and the e-retailer gets to appear more prominently to consumers. SEO on your own site is important, but if consumers will choose a third party, make sure it is one that supports you and presents your products at their best.

 

WaveMetrix are industry experts in online insight and helping brands build a best-in-class approach to third party eCommerce measurement, strategy and analysis. If you want to understand the steps you can take to improve your eCommerce strategy get in touch with owen.scarr@wavemetrix.com.

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