Since 2017, Salon Services has collected over 1,000 product and service reviews through Feefo, achieving an average rating of 4.2 stars.
- As the number of reviews collected for each product increased, so too did the brand’s impressive conversion rate. Product pages with 20 or more reviews saw an incredible 334% increase in conversions compared to those without.
This increase in engagement carried over into sales. Spend on products containing reviews increased up to 294% thanks to the greater levels of insight available to customers when shopping through the Salon Services website. Customers were now more confident when choosing to buy as they were able to rely on the real opinions of fellow professionals to guide their decisions.
Interestingly, products with 5 stars saw a lower increase in product performance, demonstrating that consumers don’t necessarily believe a product can be flawless, and that a mix of reviews, both positive and negative, actually helps to increase consumer trust in your brand.