Digital depth analysis: The e-commerce experience audit from NielsenIQ
n a new report from NielsenIQ companies Label Insight and Brandbank, we audited the top U.S. retailers in the grocery, health and beauty, and pet industries to determine how well their product content helps shoppers discover products online.
The “Digital Depth Analysis: The e-commerce experience audit,” report analyzes 40 retailers online product content and ranks their ability to make wellness products accessible to interested shoppers.
Top findings: Product page content is limited
This year’s report found that many retailers don’t meet consumer expectations when it comes to product images—some are missing images entirely, while others include a small, low-resolution shot that’s hard to see on a phone.
The report identified that 40% of the top retailers, on average, show two or fewer images on a product page. Less than 30% of retailers share more than four images on a product page, a worrying statistic given that the majority of shoppers rely on product images when shopping online. A recent Forrester survey reports that 63% of consumers use product images when shopping online, 61% use multiple images, and 66% rely on the ability to zoom in on images.
It’s not just images that retailers are still fine-tuning. The “Digital Depth Analysis,” also found that about 23% of retailers don’t include ingredient statements on more than half of their product detail pages, and 29% were missing a nutrition fact panel on nearly half of their products. At best, this lack of information is frustrating for shoppers, and at worst, dangerous for individuals that need access to core product information to manage allergies, dietary intolerances, and other health concerns.