Shoppers who read reviews convert 178% more often

Conrad is Europe's largest, multi-channel electronics retailer. They serve more than 14 million customers across Europe and offer more than 100,000 different products, which they sell online and through catalogues.

With a commitment to customer satisfaction, Conrad added Bazaarvoice Ratings & Reviews to their site in July 2009 to let customers share opinions online. These reviews help shoppers make faster purchase decisions; Conrad found that shoppers who read reviews convert to buyers at a much higher rate than those who do not read reviews.

What we measured

From February 7th, 2010 to March 13th, 2010, we compared the behavior of online shoppers who read reviews to those who did not engage with reviews.

Review readers convert 178% more often than those who ignore reviews

Conrad found that shoppers who read reviews were almost three times as likely to convert to buyers than those who did not engage with reviews.

Download the case study PDF in English or in Dutch.