November 3, 2010, 1:27 PM

Customers’ two cents mean bucks at

Conversion rates rise 10% since launching customer ratings and reviews.

Nesli Karakus

Senior Editor, Research

Lead Photo has been so happy with the results of a customer ratings and reviews feature that it has added a Top Rated category to the site’s top navigation bar., a site operated by National Business Furniture, No. 213 in the Internet Retailer Top 500 Guide , launched a customer ratings and reviews feature in March and credits it with a 10% increase in conversion rates. 

“The reason why we added reviews in the first place is to give customers a voice. It really lets customers speak about a product,” says Dean Stier, marketing director for catalog brands.

Before launching reviews on the site, the company solicited customers’ opinions by e-mail and received several hundred responses., which uses customer reviews software from Bazaarvoice, has grown the number of ratings and reviews on the site to 1,400. 86% of products reviewed on the site have received four- and five-star ratings from customers. Products receiving lower marks enable to learn about problems with a product that it can discuss with vendors, or to make adjustments to the web site, says Stier.

In addition to the Top Rated category, the navigation bar contains categories centered on customer service such as Ships Today, Best Seller and Customer Support.

“We really want the customer to drive what is important, and top navigation reflects that,” says Stier. “We know they want furniture quickly and we have a dedicated space for that.” is planning to promote its ratings and reviews with an upcoming campaign to give away a free office chair monthly to one customer who has submitted a review during the month.


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