CASE STUDY
Collecting 47% More Reviews On Autopilot (Without Offering Any Single Incentive) For A 7-Figure Fashion Brand To Improve Social Proof & Conversions
Niche
Fashion
Size
7-Figures
USA
47%
Boost In Reviews Collected On Autopilot Within 30 Days Of Implementation
The Mission
In a world full of claims, proof has never been more important.
In fact, 93% of consumers say that online reviews influenced their buying decision.
This is huge.
People want to have their questions answered before trusting you with their money.
They want to know whether your product is right for them.
And as data shows, reading reviews from people just like them is critical.
And for our client in the Fashion industry, consumers want to see how does the clothing look in real life – beyond the staged photoshoots.
But that's not all, customers are also willing to spend 31% more on brands with excellent reviews.
Want to see an example?
The two products below are essentially the same.
Now, which one are you most likely to buy?
Also, who's most likely to be perceived as the market leader?
Which are you most likely to recommend – despite not having tried any of them?
Then, why are brands not placing more efforts into collecting customers reviews?
Luckily that's where we come in.
As we always do with new projects, we started our project following our 4D Phases: Discovery, Design, Deliver and Dissect.
Let's dive in...
Phase 1: Discovering The Problem
Initial Audit
We started with an audit of their review app (Judge.me) to get an overall idea of their current performance.
At this point we had our thoughts already, but we don't skip ahead until we've followed all the steps to get to the root of the problem.
Understanding The Customer
Before we ask we understand.
Why should a customer leave a review?
What's in for them?
Drew Eric Whitman – renowned sales & advertising consultant – lays in his famous book Ca$hvertising what he labels the Life Force 8.
The 8 basic human instincts hardwired into every person:
- Survival, enjoyment of life, life extension
- Enjoyment of food and beverages
- Freedom from fear, pain, and danger
- Sexual companionship
- Comfortable living conditions
- To be superior, winning, keeping up with the Joneses
- Care and protection of loved ones
- Social approval
By pushing some of those buttons, and getting into customer's heads, we find compelling angles and motivations that moves them to write a review.
And we didn't even use incentives for this project.
No discounts.
No bonuses.
Nothing.
Would they have helped? Absolutely.
But it wasn't part of the overall strategy for this brand.
Understanding The Journey
As usual, the email marketing strategy should support the natural customer's journey as much as possible.
As the late, great copywriter Robert Collier said in his famous advertising book Robert Collier Letter Book: "Always enter the conversation already taking place in the customer’s mind".
A basic example of this is timing.
Send a review too early and you're doomed to receive a flood of 1-star reviews complaining about late orders.
Ready To Grow Your Business With Profitable Emails?
Book a 15-minute Discovery Call with us and let's talk about the ways we'll be able to help you grow.
Ready To Grow Your Business With Profitable Emails?
Book a 15-minute Discovery Call with us and let's talk about the ways we'll be able to help you grow
Phase 2: Designing A Solution
Now comes the fun part.
After Phase 1, we discovered our most immediate course of action was to improve the automated review request emails.
We included some of the Life Force 8 triggers mentioned above to increase response rate and also added more emails to the sequence.
Phase 3: Delivering The Solution
We leveraged Judge.me's advanced features to create 4 new emails to be sent at the best time – which included compelling triggers leading customers to leave a review.
We prioritized media request reviews to further improve social proof with images and videos.
Results
Thanks to these new emails we managed to increase the reviews collected by 47% within the first 30 days.
The increase in reviews was not due to an increase in order volume, as the volume remained the same during this time period and before.
As an additional benefit, we've seen average reviews rating consistently improve since implementing our solution.
Phase 4: Dissecting The Results
The increase in reviews was not due to an increase in order volume, as the volume remained the same during this time period and before.
As an additional benefit, we've seen the average reviews rating improve since implementing our solution.
Takeaways
After this, we're increasing social proof – which leads to better conversion rates and willingness to spend – in 3 ways:
- Through reviews volume
- Through reviews overall rating
- Through extra media collected acting as social proof
And it's all happening on autopilot.
Ready To Grow Your Business With Profitable Emails?
Book a 15-minute Discovery Call with us and let's talk about the ways we'll be able to help you grow
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Orlando, FL 32819
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