Okanui, K PLACE and Kijimea each worked out the one question holding their shoppers back, and answered it. The results: on-site revenue up 230%, average order value up 14%, and reviews ranked as a top reason customers choose the brand. Here's how they did it, and how you can do the same before Black Friday.
These aren't the only reasons shoppers hesitate, but they're the ones three of our customers had to tackle. Start with the one your shoppers ask about most.
Okanui is a coastal clothing brand, founded on Sydney's Northern Beaches in 1978. Online, shoppers were left guessing about fit and quality. As the range grew, so did the guesswork, and unanswered questions turned into abandoned carts.
What Okanui did
The result: on-site revenue grew 230%, and revenue linked to the on-site experience more than doubled.
Try this yourself: customer photos answer fit and quality questions better than any product shot. Put them on the product page, close to the buy button.
K PLACE sells K-pop albums, photo cards and merch, much of it on pre-order. Fans pay weeks before anything ships. Before buying, shoppers need proof that items are official, will arrive in collector-grade condition, and that the shop will actually ship their pre-order on time. Without that proof, they hesitate.
New releases made it harder still. They're the most wanted, but they're yet to have reviews. And reviews on last year's bestsellers don't help with this week's drop.
What K PLACE did
The result: average order value up 14%, review volume up 40% year on year, and more than 7,000 verified reviews at a 4.7 average. Shoppers who see good delivery reports tend to buy everything in one basket, instead of splitting orders across sellers.
Try this yourself: if you launch often, how quickly reviews come in matters as much as how many you have. Ask every customer, every time, and use company reviews to show you're a shop people can rely on.
Kijimea makes gut health products, sold through 11 storefronts across Europe and the US. It's a daily product, so shoppers want to know it works for people like them. Brand copy alone doesn't settle that.
What Kijimea did
The result: more than 87,000 product reviews, and an average rating that rose from 4.34 to 4.68. In an on-site survey, 41% of German customers said reviews were a reason they chose Kijimea. Only product quality ranked higher, ahead of price, delivery and advertising. In the UK, the figure was 55%.
Try this yourself: read your reviews like a feedback report. Fix what customers complain about, and turn what they praise into proof.
Start with what your customers already tell you. Look at:
Then match the doubt to the proof that answers it:
Okanui, K PLACE and Kijimea each found the one question holding their shoppers back, and answered it with real customer proof. We'd love to help you do the same before Black Friday.
Product reviews are about a specific item (fit, quality, whether it works), while company reviews are about the shop itself (delivery, service, whether it’s trustworthy).
Ask every customer for a review after every order, and show ratings on collection pages so reviews of past products reassure buyers of new ones.
No. What matters is that your reviews answer the specific doubt holding shoppers back, and that new ones keep coming in, so start with the doubt your shoppers raise most.
Put reviews where the decision happens: product reviews and customer photos near the buy button, ratings on collection pages, and company reviews on your homepage and at checkout.
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