Summary

The effect Ratings and Reviews have when a choice between two products must be made is extremely evident. But, what about when a particular category contains only one product, leaving no similar alternative?

This analysis is aimed at answering one question:
Do Ratings and Reviews still have an effect on conversion for products with no similar alternative?

This test shows a significant improvement in conversion for these products since going live.

Increase in Conversion

• Analyzing products from several clients where the product has no category alternative, we see that the average conversion rate for these products after going live with Ratings and Reviews is significantly higher.
• Overall there was a 25.24% increase in conversion.
• Products with at least 4 reviews saw a 30.7% increase in conversion.
• Products with a rating of at least 4.3 saw a 33.11% increase in conversion.

Increase in Conversion

Conclusion

The conversion rate for products with reviews that have no similar alternatives shows an increase.

It is highly recommended to drive review volume across all products and categories to effectively increase conversion.