E-commerce Advocacy Optimization

Expert reviews boost
e-commerce revenue

Background

Brands across multiple industries build consumer trust and grow sales by optimizing their product display pages with authentic UGC from the ExpertVoice Recommendation Display, a feature of the Advocacy Platform. The Recommendation Display is different from a standard stream of customer reviews. It allows the brand to curate the most quality recommendations and display them on their product pages in an elevated manner, including the expert’s real name, photo, and area of expertise.

Brands from a variety of industries are increasing conversion rates and average order value with the ExpertVoice Recommendation Display.

This case study looks at the impact the recommendation of an expert has on the e-commerce shopping experience and how its placement on the page affects revenue, conversion rates, and average order value.

1546-Background-display@2x

Solution

For each brand’s optimization test, traffic was split evenly between four variations of where the Recommendation Display lived on the page: below the buy button, the middle of the page, the bottom of the page, and finally, not displaying it all. The test tracked conversion rate The number of conversions divided by the total number of visitors. and average order value Tracks the average dollar amount spent on each order. Calculated by dividing the total revenue by the number of orders. for each variation in order to identify the placement that generated the most revenue per session The amount of revenue generated each time a customer visits your website. Calculated by dividing total revenue by the total number of visitors to the site. for each brand.

boost-experience

Below the buy button

1546-Solution-Middleofthepage

Middle of the page

shop-deals-mock-pixelated-1

Bottom of the page

share-knowledge

Recommendation Display not visible

DaveVet_Blog_Image

Results

The ExpertVoice Recommendation Display combined with optimization testing makes it easy for a brand to automatically deploy quality expert recommendations in the right place on their product pages to increase revenue.

Optimized placement varies for every brand, but in every case expert recommendations positively impacted revenue per visitor by increasing conversion rate and/or AOV when compared to not having the Recommendation Display on their site. In most cases, both data points increased. No matter the industry, expert recommendations lifted sales by an average of 41%.

Revenue, percentage increase

41% average increase

1546-Revenue-Chart@1.5x

Case Study Results

Company-level data

Block First Logo
+
Block Second Logo

Crankbrothers increased revenue per session by 48%

For global mountain bike component leader Crankbrothers, the winning placement variant proved to be moving the Recommendation Display to just below the brand’s consumer reviews at the bottom of the page.

Block Image
Session revenue

48% increase

Conversion rate

18% boost

AOV

20% lift

Block First Logo
+
Block Second Logo

Weston Snowboards increased AOV by 60%

The winning variation for Weston Snowboards placed the Recommendation Display in the middle of the page above the video section, which houses overview, specs, and sizing information.

Block Image
Session revenue

46% increase

Conversion rate

9% boost

AOV

60% lift

Block First Logo
+
Block Second Logo

Country Life increased revenue by 96%

Country Life Vitamins found that placing expert reviews just below the brand’s consumer reviews at the bottom of the page was the sweet spot. And doing so had a major impact on the brand’s revenue.

Block Image
Session revenue

96% increase

Conversion rate

10% boost

AOV

74% lift

Block First Logo
+
Block Second Logo

Wolfgang Man & Beast lifted revenue per session by 18%

Expert recommendations also impact consumer purchase behavior on products like dog collars and leashes. Wolfgang Man & Beast displays expert recommendations on their mobile site. The winning variation placed the Recommendation Display just below the buy button.

Block Image
Session revenue

18% increase

Conversion rate

10% boost

AOV

7% lift

Block First Logo
+
Block Second Logo

Fishing knife and tool brand lifted AOV by 33%

For this fishing knife and tool brand, the winning variant placed the Recommendation Display above the brand’s consumer reviews. While this placement did not provide the highest conversion rate, it provided a considerable lift to AOV resulting in a 25% revenue increase.

Block Image
Session revenue

25% increase

Conversion rate

6% decrease

AOV

33% lift

Block First Logo
+
Block Second Logo

Floyd’s of Leadville increased AOV by 8.5%

CBD brand Floyd’s of Leadville was in the unique position of already having extremely high conversion rates. While the display did not lift conversion rates, it boosted average order value, which provided a positive impact to session revenue when placed below the fold of the page so that it was just under the additional information section.

Block Image
Session revenue

3.3% increase

Conversion rate

5% decrease

AOV

8.5% lift

Block First Logo
+
Block Second Logo

Klymit increased revenue by 55%

Camping gear brand Klymit found that moving the Recommendation Display to under the brand’s consumer reviews at the bottom of the page had a huge impact on revenue.

Block Image
Session revenue

55% increase

Conversion rate

21% boost

AOV

28% lift

Conclusion

Across multiple industries, expert recommendations delivered at the right time increase revenue by an average of 41%.

The bottom line: providing consumers with transparent, high-quality reviews from experts they can trust increases confidence to purchase and boosts brand sales. Providing that information in the right place at the right time has an even bigger impact on the bottom line.
The ExpertVoice Recommendation Display with optimization makes it easy to increase e-commerce performance on your product pages.

Contact ExpertVoice today to learn how you can start gathering predictable,
authentic recommendations and automatically show the most quality ones to
your consumers when and where it matters most.