FreshNetworks Blog

Engaging customers through online reviews of your product can add increase your conversion rate by 35%. This is what Figleaves, the main online lingerie retailer in the UK, found when they evaluated their first year of having product reviews on their site.

Having allowed product reviews from users for the first time in 2007, Figleaves found that not only did customers want to review their products, but that they felt positive about them. Over half of all Figleaves products have some kind of review, and the average score for a product was 4.3 out of 5. What is even more interesting is that those products which had a review had a significantly higher conversion rate – in fact the conversation to sales was over 35% more likely when a product was reviewed.

Reviews really matter – people value recommendations and advice from others about a product. It leaves them with the reassurance that the product they’re buying is used by “people like me”. They feel part of a community. The value of this word of mouth is huge and is something that ecommerce sites should look to make the most of.

More information on the power of reviews for Figleaves is in a recent presentation from e-consultancy on social commerce in the UK, see the slides below.