User-generated reviews turn browsers into buyers

Tags: Online Retailing, Technology
Type: Case Study
Overview|Pre-Register

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.

As the nation’s largest online provider of diapers, diaper accessories and baby care necessities, Diapers.com strives to offer new moms and dads the best baby products in the most convenient shopping experience. Dealing with a largely homogenous product base, with little-to-no visual or price variations, Diapers.com’s shoppers were challenged in differentiating between seemingly identical and/or interchangeable products. Determined to help its shoppers make the most confident, informed and relevant purchase decisions, Diapers.com searched for a quick and easy way to make the highest quality products stand out from the rest of its offerings.