I’ve been getting a lot of emails from michaels.com lately. So I clicked the ‘unsubscribe’ link in this email footer. The next page changed my mind—
I’ve struggled with product page review counts. I know going from 0 reviews to 1 with 4.2 stars (or better) improves conversion rates 20% (source). But, if an item already has 4.5 stars and 7 reviews …
… is there additional benefit of collecting 41 more reviews (reaching a total of 48)?
Well, it turns out, I don’t need to bother my head with this question any more. According to research by Reevoo.com 48 reviews is way better than 7 (source)—
Stop everything, open Google Analytics, select 9 month time period and see Conversions—> Ecommerce—>Product Performance report. It’s highly likely that your top seller sells 2X as many units as the next best seller (Zipf’s law). Now go to your top seller product page (on your site) and copy page link name. Return to Google Analytics and go to Behavior—>Site Content—>All Pages report and enter the unique part of your top seller product page link name into this box and hit enter—
This will pull up stats for top seller product page. Note number listed under Unique Pageviews column. Now go to Audience—>Overview report and note the number of Users listed. Divide # Unique Pageviews by Users for the top selling item. This number will tell you how visible that top selling product page is. If this number turns out to be more than 12% you’re fine. If it’s less than 10% you have an opportunity to improve top seller sales. Think about it, less than 10% of site visitors are currently aware of your top seller. The reason for this is that there are so many neon signs on your site screaming for the visitor’s attention they get distracted and never reach the one page that really matters. Solution, do what proactive.com does. On their homepage they have this floating tab call-to-action—
And on click it expands out to—
This is a very simple tactic to ensure your top seller always gets top visibility.
Few facts about online shoppers—
1: They are impatient and unexcited about reading your 2,000 word product description.
2: They hate making a bad purchase decision, but the alternative of comparing multiple products on multiple sites isn’t ideal either.
To solve for 1 and 2 consider adding an infographic like this on your product page—
Because I’ve been obsessing over ecommerce for 8 years I often erroneously start believing I’m an expert. I’m not. Case in point— on my virtual stroll through ecommerce stores I stumbled on bikesdirect.com. Please stop reading, visit their homepage and return in 10 seconds. I didn’t take bikesdirect.com seriously because it was obviously a “small” site with a “1995” look. For laughs I checkout out their compete.com visit stats (https://siteanalytics.compete.com/bikesdirect.com)—
In 5 seconds flat my smile was gone. Please help me understand why this site has so much traffic. And if they have so much traffic what could have convinced the owner to never redesign? I mean, at first look it seems like the site has tons of “friction”. But maybe I’m totally wrong. Maybe the owner of bikesdirect.com understands something about online shoppers I never well.
PS: Their customer service email ID is firstname.lastname@example.org. I would never buy from a site where their customer service ID was email@example.com. But I guess that’s just me.