Retail, in the eyes of the everyday customer

new ideas and thoughts about the online retail world

What to Do When Your Product Page Has 479 Customer Reviews

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Product reviews are crazy important.  According to PowerReviews research going from zero reviews to one review with 4.2 stars improves conversion rates (sales) by 20%.  But what happens when your product page has 479 reviews?  For a shopper who wants to read reviews 479 is just a daunting number.  Nuts.com realizes this.  Their Turkish Figs product page has 479 reviews so they show a summary report while giving you the option of reading all reviews—

Nuts.com_Reviews

They’ve selected a large enough set of reviews (9) that most shoppers will not feel the need to click Read all 479 reviews.

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June 15, 2015 at 5:11 am

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Sears Knows Something We Don’t

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Shoppers who buy motorcycle batteries also buy magic lift bras—

Sears.com_Cross_Sell

It’s either that or Sears’ recommendation engine is broken.  And it’s the latter.

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June 8, 2015 at 5:28 am

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Readable Reviews

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Which review is easier and quicker to read?

Review 1 (actual size):

Review 1

Review 2 (actual size):

Review 2

That’s right, it’s review 2.  Always present reviews in larger font size and darker font color.  You’ll be happy with the result.

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June 1, 2015 at 9:16 am

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Message from Our CEO

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Your story matters, especially for first time visitors.  This isn’t an opinion, it’s data fact.  Inc. 500 award winner (#1 in travel category) Regal Wings knows this, which is why when you land on their site regalwings.com you’re shown this floating tab—

Regalwings.com_Tab

I love floating mini tabs because they take up very little screen space but are hard to miss.  For their tab Regal Wings uses the line “Message from Our CEO” and on click show this company overview video—

I like the tactic but hate the execution (the video is pretty uninspiring).  If you’ve going to use this idea please create a more interesting video story.

Note: Video doesn’t need to be produced in a professional studio.  It just needs be authentic.  Also, it’s a myth that shoppers will not watch videos longer than 3 minutes.  If you have an interesting story, they will watch.

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May 25, 2015 at 5:15 am

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Strange Shape Popup

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4allpromos.com wants first time visitors to signup to their mailing list, and in return receive free shipping.  To communicate this they show a truck shaped popup with background shadow effect—

4allpromos.com_Popup

I guess if you’re going to show a popup might as well make it interesting looking.

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May 18, 2015 at 5:21 am

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The Most Effective Reviews

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For most online retailers, once product reviews have been enabled their job is done.  The thinking goes that if, after turning on reviews shoppers don’t post reviews it’s clearly their fault— they obviously didn’t have anything to say.  But superstar retailers like LifeSource Water don’t think this way.  LifeSource sells water filtration systems, and on their site they’ve managed to collect 1,376 custom reviews.  Not lame reviews like “This works!” but real reviews that tell a story—

My wife Nancy and I share the common goal of building a non-toxic, sustainable living environment. LifeSource was the obvious choice since the system is eco-friendly and requires absolutely no maintenance which isn’t something that you often find in a water filtration system. Knowing that our family has access to clean water through every tap in our home provides us with with much peace of mind and we highly recommend this system for anyone interested in improving their quality of life.

The example above was randomly selected, all their reviews are amazing.

LifeSource’s ability to get shoppers to care enough to compose a meaningful review is itself amazing.  There is no way a shopper would send such a review if LifeSource’s review request email said “We’d love your feedback”.  No.  The reason these shoppers are writing these emotive reviews is because there is magic in LifeSource’s review request email.  I don’t know what they’re asking or how they’re asking it but it’s clearly working.

And just to prove that they’re in a totally different league not only has LifeSource been able to collect 1,376 product reviews they’ve also managed to get 465 reviewers to submit a photo of themselves standing by their LifeSource filter.  How the heck did they get 465 reviewers to go through the trouble taking a picture next to their LifeSource and then send it over??  Check it out— https://www.lifesourcewater.com/customer_testimonials.php

Don’t make the mistake of assuming these reviews are only because LifeSource is an amazing product.  LifeSource might be an amazing product but these reviews are the efforts of some marketing genius who works for LifeSource.

If you know of other retailers that leverage customer reviews in a clever way please do share …

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May 11, 2015 at 5:35 am

Addressing Shipping Times Upfront

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Intheswim.com does something different. They use IP geotargeting to figure out location of visitors and show shipping times on top of page (even before the shopper gets to product page or starts checkout flow). In my case shipping time was 1 day—

Intheswim.com_Top_Nav

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May 4, 2015 at 5:21 am

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