Products with syndicated reviews convert 26% higher

By syndicating content gathered on manufacturers’ sites to retail sites, BrandVoice lets manufacturers share their captured customer reviews with top retailers worldwide. As our most recent analysis shows, this greatly increases a single review’s potential impact across multiple retail sites, which correlates to increases in conversion.

What we studied

We looked at three manufacturers’ products across two major retail sites, both before the manufacturer shared their collected reviews with the retailer, and then after.

BrandVoice increases review volume

With BrandVoice, manufacturers can immediately share their reviews with a network of retailers—meaning retail sites benefit from reviews collected through manufacturers’ marketing efforts. This is the first, most obvious benefit of BrandVoice. Our analysis shows that BrandVoice increases product reviews up to 15X what a retailer may capture on its own. While this number varies depending on several factors, we’ve seen volume increases up to 33X.

Through BrandVoice, manufacturers automatically get more “shelf space” on retail sites, and the additional reviews help retailers look like trusted, unbiased sources for authentic customer-generated opinions. In this way, the feature benefits both manufactures and retailers alike.

Brands average a 26% incremental increase in conversion following syndication

When a manufacturer shares reviews with a retailer, review volume on the retail site can increase dramatically. This volume increase often correlates with an increase in conversion. Our analysis shows that the average conversion rate for a brand’s syndicated products increased by 26% following syndication. And one brand saw a 38% incremental increase. This coincides with an analysis we previously completed using over four years of retailer’s data. That analysis shows that products with more reviews tend to sell better than those without reviews or with fewer reviews.