February 5, 2009, 12:00 AM

Conversion rises 21% on products that customers talk up on MotoSport.com

Review and community features lift conversion overall at MotoSport, with the highest lift on products having customer comments.

 

MotoSport, a multi-channel retailer of parts, accessories and gear for riders of motorcycles, dirt bikes and all-terrain vehicles, reports that it realized an average 21% increase in conversions on some products after adding customer-generated content to its web site. The company has used Ratings & Reviews from Bazaarvoice since 2007, and also has added newer functionality from the vendor, the community-focused Ask & Answer feature that lets site visitors post product questions to be answered by other customers.

In general, conversion rates, as tracked by Omniture Site Catalyst analytics, started rising month by month after MotoSport started adding consumer-generated content, for both products that had it and those that didn’t. The 21% increase in conversion applied only to the products customers commented on though Ratings & Reviews and Ask & Answer, versus products not attached to customer comments. MotoSport also says its order values tend to be higher when orders contain reviewed products.

The effects of adding the two forms of consumer-generated content on the site serve to validate not only the value of online social engagements but also afford insights that can serve as a basis for optimizing site content around user-generated content in the future, according to vendor Bazaarvoice.

 

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