User-Generated Product Reviews Turn Overwhelmed Browsers into Confident Buyers
Diapers.com Case Study – October 2008
By Yury Polnar | Marketing Analyst
Overview
With the ever-expanding number of products in the marketplace today, sorting through the seemingly infinite shelf-space of online stores has become a daunting task, and locating just the right product among them is like finding a needle in an ecommerce haystack. With more and more products being offered at the category level, it’s hard for shoppers to figure out why one product should be clicked over another - making them less likely to visit product detail pages, where critical information vital to the decision making process resides.
This paradox of choice is forcing online merchants to seek out new ways to generate increased interest in their products and help shoppers identify standout items worthy of further exploration. This case study discusses how Diapers.com leveraged customer review content early in the shopping process to increase site engagement, thereby driving significant uplift in several key metrics: product page views, number of products added to the shopping cart and site conversion.