Conversations lead to conversion for Urban Decay

Summary

Urban Decay has seen impressive results with Conversations, earning consistently high product ratings and conversion rates.

  • Bazaarvoice Conversations more than doubles conversion rate and average order value
  • Urban Decay shares strategy for capturing consumer feedback and building community
  • Next: Diving deeper into consumer content to identify important themes and insights

Beauty brand Urban Decay has never lacked for loyal, vocal consumers; they’ve always talked up the products they love, all across the web. However, the company was unable to participate in those conversations or quantify their effect on sales until now.

Since implementing Bazaarvoice Conversations, all that’s changed. Urban Decay has seen more-than-impressive results – earning consistently high product ratings, achieving exceptional conversion rates and harnessing a wealth of content for analysis and decision-making.

Bazaarvoice Conversations more than doubles conversion rate and average order value

Within seven months of Urban Decay’s launch of Bazaarvoice Conversations, loyal “UDers” had submitted over 27,000 product reviews with an average product rating of 4.8 out of 5. These reviews have had an overwhelmingly positive effect on conversion and revenue. Website visitors who interact with consumer opinions are 237% more likely to convert than those who don’t. And the average revenue per visitor for these consumers is 230% higher.

“Bazaarvoice has helped us to tie consumer conversations to sales in ways we were never able to do before,” according to Katherine LaFranchise, Director of eCommerce for Urban Decay. “The high review volume that we’ve achieved has led directly to improved eCommerce purchase metrics.”

Urban Decay shares strategy for capturing consumer feedback and building community

Urban Decay has captured reviews on 93% of their product catalog to date. The company’s top 5 products all have more than 1,000 reviews each, providing an amazing asset of over 12,000 consumer data points on these marquee products. This reflects just one component of a larger digital strategy in which the company also integrates reviews with their Facebook page and mobile site, enabling consumers to connect with peers across multiple channels.

Urban Decay worked hand in hand with their Bazaarvoice Client Success Director to develop this holistic strategy for connecting with brand advocates. Key aspects of the program include:

  • Invite active Urban Decay bloggers to participate in the Conversations program.
  • Highlight useful insights and share them with the entire Urban Decay community.
  • Redirect fans leaving comments on the website to write reviews.
  • Provide periodic incentives for submitting product opinions.

“The strategic advice and direction we got from our Client Success Director allowed us to build a strong and vibrant social community, not only on our site but everywhere that we have a social presence,” explains LaFranchise. “That community is an incredibly powerful force for driving brand strength and sales.”

Next: Diving deeper into consumer content to identify important themes and insights

Urban Decay plans to use this tremendous consumer data asset to identify themes and insights around their products. This data will help them make informed decisions about product development and marketing. For example, the company has already determined that nearly a quarter of all comments focus on one particular product attribute: longevity. Other findings include correlations between key product attributes and overall ratings as compared to the brand average.

About Urban Decay

Urban Decay is a different kind of beauty brand; one that harnesses an edgy image to develop products that are truly fan-worthy. This “beauty with an edge” company’s most popular offerings are eye products, especially eye shadows and liners; other offerings include face, skin and body products, makeup brushes and other tools, and gifts and gift sets.

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