Review-readers on French retailer Wanimo’s site convert 85% more often
Fri, 2010-03-12
As a leading online pet supply retailer in France, Wanimo serves a loyal customer base of passionate, French pet-enthusiasts. Seeking to increase these customers’ engagement with the brand, Wanimo launched Bazaarvoice Ratings & Reviews in June 2009. They’ve since found that shoppers who hit a product page, and then engage reviews, are more likely to convert than those who visit a product page, but do not engage with reviews.
What we measured
From January to mid-February 2010, we compared success metrics, including conversion and revenue per visit, for customers who visited a product page and then clicked to read or write reviews to those who visited a product page, but did not explicitly engage with reviews. This effectively omitted homepage bounces and other less-qualified visitors from the unengaged population, ensuring a better apples-to-apples comparison.
Review-engaged shoppers convert 85% more often
Shoppers who interacted with reviews:
- Converted 85% more often than shoppers who didn’t read reviews
- Spent 68% more per visit
Review-reading shoppers remain more engaged
Wanimo looks to time-on-site and pages-per-visit to help assess brand engagement. The review-engaged customers:
- Spent 181% more time on the site than visitors who didn’t interact with reviews
- Viewed 133% more pages per visit
The bottom line
Pet enthusiasts want to hear from peers who share their passion. By leveraging customer reviews, Wanimo connected that passion to their brand, and in doing so drove real business results!
