How Buy It Direct boosted conversions by 15% with Trustpilot
About Buy It Direct
The Buy It Direct Group is a leading UK-based online retailer, operating across 12 brands and specialising in home appliances, furniture and electronics. Their portfolio includes well-known brands such as Appliances Direct, Laptops Direct, and Better Bathrooms.
The retailer has developed an extensive portfolio of businesses, each catering to different customer needs, everything from hot tubs to drones. With over 2 million square feet of warehouse space and a 1,000-strong workforce placed across the UK, Buy It Direct is more than ready to cater to its ever-growing customer base.
Problem
In a competitive online retail landscape, Buy It Direct needed to strengthen credibility across its various brands, increase customer engagement and most importantly, increase conversions with better social proof.
Solution
Back in 2017, Buy It Direct first partnered with Trustpilot, signing up for the Enterprise plan to achieve these goals. Since then, they’ve utilised Trustpilot across their websites, including displaying widgets on their home and product pages, assigned a strategic review team to manage customer feedback and developed an extensive automatic review collection system.
Result
Today, Buy It Direct Group enjoys a reduced website bounce rate, a 15% uplift in conversion rates, product refinement and development. This is all thanks to harnessing trusted customer feedback and increased organic traffic from more user-generated content.
Highlights
+15% increase in website conversion rates after adding widgets.
A direct result of enhanced trust signals and review engagement across Buy It Direct brands.
Reduced website bounce rates.
Trustpilot widgets and user-generated content helped keep potential customers on-site longer.
12 brands powered by Trustpilot.
Buy It Direct embeds Trustpilot reviews and TrustScores across a broad online retail portfolio.
Why Trustpilot?
“The integration of Trustpilot has been instrumental in reinforcing Buy It Direct's customer-centric approach,” said Paul Sims, Chief Operating Officer at Buy It Direct Group.
After eight years, the company remains on the Enterprise plan, enjoying the evolution of features as time has passed. Trustpilot TrustBox widgets are embedded across product pages and homepages in all their domains to showcase live reviews at all times.
Their multiple brands, like Appliances Direct, Laptops Direct and Furniture 123, feature their TrustScores prominently on all brand websites, reinforcing social proof at every stage of the funnel.
The business of feedback
Thanks to more visibility over customer sentiment and opinion, Buy It Direct was able to create a more holistic approach to customer feedback, incorporating reviews into every stage of their customer journey. By focusing Trustpilot in the areas they saw needing improvement, they saw quick and favourable results.
With Trustpilot, Buy It Direct was able to develop an internal team dedicated to engaging with reviews, addressing negative feedback promptly and thanking customers for positive comments in a bid to maintain and enliven customer loyalty.
Once review widgets were implemented across the websites, the team began to notice an increase in trust with potential customers. This improvement showed up in a decrease in bounce rates on various domain product pages and an eventual 15% increase in conversion rates.
The company also saw its organic traffic soar thanks to Trustpilot-induced user-generated content.
“Overall, we gained valuable insights into customer preferences and pain points, allowing us to refine our offerings and improve the customer experience,” says Paul.
Looking forward
The future for Buy It Direct and Trustpilot means maintaining their customer-centric approach and continuing to expand their online presence, with Trustpilot playing a key role. As Paul puts it: “By embracing transparency and actively engaging with customer feedback, we have not only enhanced trust and credibility but also driven substantial growth in sales and customer satisfaction. Trustpilot continues to be a vital component of our business strategy, helping us maintain a competitive edge in the retail market.”
