Bath & Body Works' reviewers become more frequent customers

Bath & Body Works Ratings & ReviewsBath & Body Works, the premium destination for personal care and home fragrance, offers a luxurious range of brands from Patricia Wexler MD Dermatology, C.O. Bigelow, Aromatherapy, True Blue Spa, Signature Collection, Slatkin & Co., and Frederic Fekkai. The company has always prided itself on product innovation, quality, and performance, and that spirit flows all the way to its innovative e-commerce site.

The company launched Ratings & Reviews in May 2007 and has seen steadily high review volumes. They have been innovative in using real customer word of mouth in their email campaigns and online, giving their customers' voices starring roles in their online marketing.

Analysis conducted in March 2008 shows that these passionate customers appreciate having their voices heard, as customers who became reviewers now purchase even more.
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Product reviews drive 29% increase in time on site

Overview

Measuring the time consumers spend on branded sites has become a key statistic for marketers. Nielsen Media Research decided to “scrap rankings based on the long time yardstick of page views and begin tracking how long visitors spend at sites.” One way to measure “time on site” is to measure product views per viewing session. Consumers spend more time on product pages than anywhere else on a branded site. A higher average number of product page views per visit for rated products means that consumers spend more time and browse more products on a website when ratings and reviews are present. As consumers browse the site longer there is also a higher propensity for an increase in average order value and site conversion.

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Use Net Promoter scores to identify solid influencers

About this case study

Those who say they would recommend your products to their friends can become your best customers (and attract more customers like them).
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SearchVoice Reviews drives 38% increase in pages per visit

About this case study

The Bazaarvoice SearchVoice program drives natural search results by creating separate product landing pages fueled by user-generated content such as reviews, questions, and answers. SearchVoice Reviews improves this program by bringing these individual pages together and creating an inter-linked area where customers can find all reviews, questions, and answers across all product categories. In this analysis, we contrast SearchVoice Reviews' performance with the standard Review Landing Page’s performance. The three key improvements the microsite has made over the original landing pages are:

  • Improved design flexibility for enhanced branding and seamless integration with clients’ websites
  • More inter-linking between pages to improve SEO and drive more visitors to clients’ websites
  • Category pages which attract additional visitors and provide intuitive navigation to other products through a user-friendly home page.
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Photo reviews drive conversion, enhance customer experience

About this case study

PETCO.com Ratings & ReviewsPETCO, a leading retailer in specialty pet products, operates more than 850 stores in the U.S. and strives to create a customer-centered experience both in its stores and on its website, PETCO.com. To enhance its ratings and reviews, PETCO enabled customers to submit photos with their online reviews. Once this capability was in place, we set out to determine its impact on PETCO’s reviewer community.
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