When Rubbermaid implemented Bazaarvoice Ratings & Reviews in 2008, they wanted to enhance product information on their site and facilitate conversations with clients. Shoppers who visit the site now find in-depth product information from other consumers via their reviews. What’s more, those who read reviews are also more likely to join Rubbermaid’s online club, which leads to deeper engagement with the brand.

What we measured

We tracked conversion, revenue per visit, average order value and the rate at which consumers sign up for the Rubbermaid club for five weeks (December 2009 to January 2010). We compared information from people who read reviews against those who did not read reviews.

Review readers show 10% incremental increase in revenue per visit

Those who read reviews tend to create more revenue for Rubbermaid. Average order value for those who read reviews was also 5% higher.

Review readers convert 5% higher

Rubbermaid saw a 5% incremental increase in conversion for review readers, compared to those who do not read reviews.

Review readers are 62% more likely to continue to engage

The Rubbermaid Club was created to email or mail coupons or rebates, birthday savings, and new product information to Rubbermaid customers. By signing up for the club, a consumer is inviting Rubbermaid to email or mail them more information, continuing their “conversation” with Rubbermaid. We found that there was a 62% incremental increase in sign-ups among those who read reviews.

The bottom line

Conversion can mean more than just sales conversion. In this case, those who trust Rubbermaid after reading customer reviews not only convert more often, but they are more likely to sign up to further engage with Rubbermaid, expanding their lifetime value to Rubbermaid as a customer.

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