How Product Reviews Increase Conversions
By Anna Johnson on July 20th, 2009MarketingSherpa recently published a case study which showed how a bathroom supply online store prompted an increase in customer reviews, which in turn boosted its site-wide conversion rate by 17 percent.
Essentially, the bathroom supplies store used a contest to encourage customers to submit product reviews on the copmany’s website, which in turn led to a five-fold increase in product reviews, and a subsequent 17 percent increase in website conversions.
The store began the initiative by designing the contest – a sweepstakes – and then promoting the competition, including emailing recent and past customers to prompt them to submit a review.
The promotion worked, resulting in a 400 percent increase in product reviews on the site, and a 17 percent increase in conversions which has held steady since the campaign.
