Challenge
E-commerce has a wide assortment, which unfortunately translates into low conversion of new customers. Customers didn't know what to choose, and the store couldn't advise them on anything. The feedback form on the site was unreadable and broke on phones, so almost no one filled it out. Despite great products and good prices, sales began to decline.
Action
- Create new forms for posting reviews
The online store prepared new forms in iPresso, so customers could give reviews of the products they bought regardless of the device they used. - Automatic sending of personalized messages
Messages with a link to the review form went to customers who had recently made a purchase. - Recommendation frames based on reviews
Products with the highest ratings and a large number of positive reviews appeared in recommendations on the site. - Personalization of offers based on reviews
Customers who reviewed products with a specific attribute (e.g., "Scandinavian style" often appearing in reviews) received ads for other products with similar attributes, along with excerpts from reviews. - Personalized newsletters
Emails included products that were highly rated in reviews and matched the customer's preferences. For example, if a customer reviewed sofas, they received a newsletter with the top-rated sofas and selected reviews. - Encouraging people to leave reviews
For all users who leave a review, the company prepared discount codes worth 10%, emphasizing how important customer reviews are to other buyers.
Results
- The use of personalized recommendations built on reviews significantly improved the conversion rate, which increased by 27%.
- Customers spent more time on review pages and reviewed more products on the site. User engagement increased by 25%.
- Customers were more likely to purchase more expensive products that had positive reviews, so the average order value increased by 12%.
- The brand became perceived as more transparent and trustworthy.
