The Importance of Customer Reviews

Customer reviews drive conversions, especially in the bridal & wedding planning space. They also provide vital feedback from real customers that can be used in many different areas of the business - product development, merchandising, marketing and business strategy.

How Customer Reviews Are Generated

Customer reviews are usually generated by an email prompt, usually a triggered email or series of emails that ask for feedback and photos to post on product detail pages, to help the purchase decision of a customer considering the item.

Research by BrightLocal shows that 98% of customers think online reviews are important for buying decisions. Additionally, 75% trust reviews as much as personal recommendations from friends or family. So yeah, they’re important.

Review submissions are usually consistent and mirror the sales trends your website see.

Driving More Reviews – Test Plan

Knowing the importance of reviews, we wanted to drive me, so I designed a test plan.

Control: Current Experience

An email 14 days post delivery, asking to review the item they purchased, showing the item in the email and a prompt to review.

Test(s): Incentivized Reviews

Offer a discount on a future purchase in exchange for a review - tested 10% off v $10 off.

The Result

A 400% increase in the submitted review count, and understand the discount that gets the highest review conversion rate: $10. Overall average review ratings also increased as more satisfied customers were inclined to write a review, plus more media to show prospective buyers! The best bit? The cost of the test was marginal - only a few customers actually redeemed the promo code.