I’m digesting this blog post today from Bazaarblog about how Office Depot increased clickthrough, conversion and sales from their Google ads simply by putting information based on customer reviews in their ads. What a great idea! Office Depot recently started a creative test to see how searchers would respond to messaging from product reviews on their site. The result was a 78% increase in clickthrough rate, 23% increase in conversion and almost 200% increase in revenue from their Google ads.
Here’s a sample of one of their ads (from the Bazaarvoice case study):
Office Depot Google ad
This would be an interesting test for online retailers that test copy in Google ads. You can bet we’ll be testing it!
October 5th, 2010 at 8:09 pm
Colin8ch says:
With results like 23% increase in conversions, I’m surprised that more ecommerce sites don’t have their customer reviews more accessible through the shopping experience. Often one of the biggest challenges to startups and small businesses once they get a prospect to their ecommerce website: getting them through the payment process and converting them to a Paying Customer.