Integrating content and commerce can increase conversions by streamlining the shopping journey. While retailers invest heavily in branded content, much of it leads to a dead end and does not provide a path to purchase. Teams must collaborate to create a seamless experience that blends informative product content with opportunities to shop. When done effectively, this approach can yield conversion lifts of up to 125% according to Nielsen research.

1. Integrate
CONTENT & COMMERCE
to Increase Conversion
Retailers now invest heavily in branded content.
Why do brands still ask customers to choose
between content and shopping experiences?
However, much of this content leads to a dead end.
of US homepage
user-generated content
does not provide a
path to purchase
of US brand blogs are
not integrated into the
commerce site
72% 44%
The “Double-Door” site experience leads to a missed opportunity
SHOPCONTENT
Teams must collaborate to create a seamless experience that
blends product and content
Integrate content and commerce to streamline
the shopping journey
MARKETING ECOMMERCE
Source: "The Role of Content in the Consumer
Decision Making Process,” Nielsen, March 2014.
Branded content has
the biggest impact
Beating out user-generated
content and expert content
PERCENT LIFT,
PURCHASES $50-$399 MAR. 2014
Expert content
User-generated content
PRODUCT FINDER
Branded content
125%
113%
75%
Guided Selling Influences Consumers Along
Their Path to Purchase
Skin Tone Result!
promote them on category pages.
of US beauty brands invest in guided selling
features, but don’t integrate this content across
the entire purchase path.
the consumer in their consideration phase.
Discover Shop
Blog articles link back
to product pages
SHOPPABLESHOPPABLE
Integrated path to
purchase
Blog articles do not
link back to product
NOT SHOPPABLE
BLOG ARTICLELOOK BOOK BLOG ARTICLE
ADD TO CARTADD TO CART
72%
Only
50%
Only
7%
www.demandware.com/content-commerce
Get the full L2/Demandware report to learn how 80 of the
world’s best-known brands weave content and commerce.
The opportunity?
Brands with content deeply integrated
throughout the shopping journey see higher
conversion rates than their peers.