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#111: Use scale and reputation to convert new customers. Here’s how.

#111: Use scale and reputation to convert new customers. Here’s how.

These tests resulted in 500k+ revenue and 30% conversion lift.

Kendrick Wilson
July 10, 2024

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No. 111: Hey all,

A hot tip for your homepage:

Capture the attention of new visitors by sharing the scale and reputation of your brand.

If you have a ton of satisfied customers and great reviews, you can leverage it (and brag a bit).

Here’s how.

In this issue:

This week’s win: How to use your scale and reputation to convert new customers.
In the news: Target Plus teams up with Shopify.
Quick tips: Steer clear of these 7 conversion pitfalls.

WIN OF THE WEEK

Leverage your scale & reputation to encourage scrolling and increase engagement.

If you sell beauty or fashion products, showing the scale of your brand piques interest.

People want to know what the hype is all about.

Here’s 2 examples that boosted conversions for these apparel and jewelry brands:

#1: When we replaced a high star rating with a larger amount of happy customers on a fashion brand’s homepage, conversions climbed 30%.

Old: 4.9 star ratings from 189 reviews

New: Over 12,000 Happy Customers

Although their average review rating is GREAT (4.9 stars), it’s not as compelling as their customer list. You can have an impressive star rating and shout it from the rooftops, but try calling out your even bigger list of happy buyers to intrigue new ones.

Why?

People are driven by validation.

Everyone wants to wear something that others would also think is awesome. While personal taste matters, collective taste is everything.

By proving your popularity with your large scale of happy customers, you’ll increase purchase confidence.

#2: We added a new sitewide reviews banner for a $500k lift in new revenue for a jewelry brand.

New Banner: “Over 40,000 5-Star Reviews”

Jewelry is all about personal taste.

Beyond logical questions like, “is this a quality product? will it look as good as photos? will it tarnish easily?” customers want to know how many other people loved it.

If you have a huge number of great reviews, use it.

Further down the page, you could show it styled with user-generated content, and offer up incredible sales copy.

But when actual social proof data (40k 5-star reviews) is the first thing they see on every page, it helps encourage further scrolling, making a purchase much more likely.