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Retailer boosts conversion with reviews

By Retail Technology | Monday November 4 2013

Salon Skin Care adopts new customer reviews system to improve customer engagement and grow conversion rates by 10%

Salon Skin Care has boosted its conversion rates among its online customer base after introducing a review system and trustmark from Trusted Shops.
 
The UK cosmetics retailer integrated the reviews system into its wider customer engagement strategy to strengthen its online reputation and support its Google search rankings.
 
Since introducing the reviews platform earlier this year Salon Skincare has received thousands of positive store reviews.

Key element of ongoing growth
 
“Consumers are savvy and can tell when reviews are false. Putting a trusted and transparent system in place is vital to our ongoing growth,” said Andrew Porter, chief executive at Salon Skin Care.
 
“Online retail is incredibly competitive and our reputation means everything. Reassuring our customers that we are trustworthy is paramount.”
 
Supporting strong online profile

Through its Google integration, the reviews system has helped improve Salon Skincare’s search ranking results and contributed to its conversion rate. Google stars give consumers an overview of the reviews received by an online store before they enter it. It also helps reduce pay per click (PPC) costs and contributes positively to its search engine optimisation (SEO) efforts.
 
Trusted Shops said that combining reviews with third party accreditation that is visible at the checkout also helps reduces cart abandonment and increases conversion.
 
The trustmark is prominently displayed next to Salon’s search box to ensure customers are aware of its benefits and have greater peace of mind when reading reviews and shopping at the site.

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