Review readers 40% more likely to start the checkout process at 3 Mobile Australia

Summary

Review readers on VHA’s ecommerce site are more likely to initiate the purchase process than visitors who don’t interact with customer reviews.

Review readers 40% more likely to start the checkout process at 3 Mobile Australia

  • Email with reviews sees 40% higher click-through rate
  • Review readers 40% more likely to start the checkout process

Vodafone Group Plc is the world's leading mobile telecommunications company. In Australia, the company operates in a joint-venture with Hutchison 3G as Vodafone Hutchison Australia (VHA). In July 2009, VHA launched Bazaarvoice Ratings & Reviews for their subsidiary 3 Mobile Australia on their ecommerce site, shop.three.com.au. They’ve since found reviews linked to higher email click-through rates, and they’ve discovered that review readers are more likely to start the checkout process.

Email with reviews sees 40% higher click-through rate

VHA conducted a split test for 3 Mobile’s email marketing efforts, comparing emails with reviews to emails without review content. The marketing emails with review content saw a 40% higher click-through rate than the emails without reviews.

Review readers 40% more likely to start the checkout process

On the 3 Mobile ecommerce site, the “Reviews” tab is the most clicked tab once a shopper visits a product page. And clicking this tab shows an increase in conversion potential – VHA found that site visitors who read reviews are 40% more likely to begin the checkout process than visitors who do not read reviews.

The bottom line

Reviews impact VHA’s marketing effectiveness, both in email and online. Review readers on VHA’s ecommerce site are more likely to initiate the purchase process than visitors who don’t interact with customer reviews, bringing them one step closer to becoming Vodafone Hutchison Australia customers.

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