ModCloth is known for its funky and vintage-inspired clothing pieces for women. From jeans to sweaters and beyond, ModCloth’s pieces are high-quality, affordable and offered in a wide range of sizes for pure inclusivity.
No matter where on the size spectrum you fall, there’s something for you at ModCloth. And the retailer’s many happy customers featured in the product reviews underline that fact. But is there room for ModCloth to allow for even more user-generated content to boost website conversions? We could test that.
The Opportunity: Lack of User-Generated Photos May Inspire Shoppers to Leave Without Making a Purchase
Images influence purchasing decisions. Plus, consumers look to each other for help when deciding what to buy. They want to see a piece of clothing in action to get a feel of how it will fit into their lifestyle.
Without the option to view trustworthy, unfiltered, user-generated reviews alongside images of the products, some users may feel misled and skeptical about a product. This friction and frustration may lead them to bounce from the website without purchasing.
The Control
Our Hypothesis: Soliciting Images From Reviewers & Displaying Those Images Alongside Reviews Will Inspire Trust in ModCloth’s Apparel
When images accompanying a product are realistic and trustworthy, consumers feel inspired to make their purchase. In addition to peace of mind, user-generated photos help answer questions and address concerns that site photos and product descriptions often fail to cover.
A study by Bazaarvoice found that 62% of consumers surveyed across Australia, Canada, France, Germany, the United Kingdom and the United States said they are more likely to buy a product if they can see photo and video content from previous buyers.
The Potential Fix: Adding an “Upload Your Image” Section to the Review Form
We would begin our test by adding an “upload your image” section to the product review form as a way to inspire buyers to add photos of the product. We would do this for both the desktop version of the website and the mobile version. We would also place an asterisk next to the section to make it a requirement before submitting a review.
We hypothesize this change would highlight the importance of submitting an image with each review. It would allow ModCloth to gather user-generated images to use on product pages to further build trust and confidence. As a result, they could increase AOV and conversion rates sitewide.
The Variation
What Can Cro Metrics Test for You?
One simple change could be all it takes to increase your website’s conversion rate. But, without performing any tests, you’ll never really know. To learn more about our experimentation and optimization programs, send us a message.