Reviews at BIKE24
With the largest assortment of bike-related products, reviews were the least focused area of improvement. Leading the initiative of review system brought a positive impact of increasing average product rating from 3.2 star to 4.2 star and increasing trusted reviews by 360% in the first months. This will increase customer trust in our products and will eventually positively affect our conversion rate.
Role: Product Designer
Team: Checkout & Retain at BIKE24 / Product Manager, Tech Lead, Engineers, QA
Duration: 6 months
Whats the problem?
Imagine visiting an online bike store to shop for all things bike-related. After hours of searching, you finally land on a product page—only to be greeted by a flood of negative, anonymous reviews. Frustrating, right?
But why was this happening?
The issue stemmed from an imbalance: unhappy customers were quick to post negative reviews, while satisfied ones had no incentive or encouragement to share their positive experiences.
Project objective:
Redefining how bikers engage with product reviews at BIKE24 by creating a seamless, frictionless experience for posting and exploring reviews across all markets.
Diving deeper into our research :
Diving deeper into:
Customer Interviews
Past NPS Surveys
TrustPilot reviews
Interview and workshops with stakeholders
We discovered:
Bike enthusiasts and casuals rely on reviews
Frustrated over anonymous and negative reviews
Negative reviews as part of complaint
Choose other brands over better reviews.
Current User Interface on Product Display Page
Lack of CTA
Readability issues
Lack of Customer Data for trusted reviews
Lack of authenticity of reviews due to anonymous reviews
Ratings are not prominently shown
Lack of trust as the reviews lack quality
Overall the review section on the Product Display Page lacked quality and authenticity which discouraged customers to buy the specific product and would rather buy it from a competitor. We instantly wanted to solve this by discouraging negative reviews, increasing verified reviews from our customers and also introduce features that would help customers consume the reviews in a more efficient way.
Market Analsysis & Feature Benchmarking
Analysing same products on different competitor website based on their ratings to determine how Bike24 stands among the competitor. Also did feature benchmarking against competitor and market leaders to understand what we can innovate.
Bike24 clearly lacked positive rating as compared to other competitors.
We lacked features that our customers could use while interacting with our review system.
Our platform had the lowest no. of features as compared to other market leaders and E-commerce websites.
Do reviews really matter?
We A/B tested to validate our hypothesis
Hypothesis 1:
Excluding reviews with ratings lower than 2 stars from customer view can positively impact the conversion rate.
Hypothesis 2:
Displaying higher ratings for a product can lead to improved conversion rates.
Success Metrics (KPIs)
No. of conversion on the product that we show reviews for
Add to cart for the product
revenue
We are losing valuable customers due to negative product reviews. To improve our product ratings and review content, we need to develop a system that enables customers to engage and share their feedback effortlessly.
To achieve the objective:
Drafted vision for review system at Bike24.
Feasibility risk evaluation with product manager & tech lead.
Discussed and brainstormed ideas with the team (Engineers, QA,
Customer Service, CRM, Product Designers, Product Manager and Head of Product)
Idea prioritisation and road-map
Ideas & Solutions
To address problem of lower ratings & customer complaints:
Customer service prompt:
Customers would often want customer service attention due to some order issue hence leaving low rating on products, to solve this when a customer clicks on 1-2 stars they will instantly be shown a message that would prompt them to contact customer service, they can either contact or continue leaving a review.
Getting customer data (Email, Order ID) for Customer service queries.
With anonymous reviews, we did not have any data to contact and give personalised service to the customer hence verified reviews would give customer service team more data to solve customer problems.
To Increase verified reviews:
Collaborated with CRM team to setup email invites.
Sending out approx 4000 emails to customers in the first month to leave a review for products that they have bought in last 2 years.
Targeted customers orders with higher purchase value in last 2 years.
Interactive email invite with ratings.
Increase review organically:
Improved UI for first time review on PDP.
Designed interactive UI for products with zero reviews and also products with zero reviews did not show any ratings (supporting our A/B test results), this will improve conversion rate.
Order history page ratings
Increase review organically:
Improved UI for first time review on PDP.
Designed interactive UI for products with zero reviews and also products with zero reviews did not show any ratings (supporting our A/B test results), this will improve conversion rate.
Order history page ratings
Improve UI/UX of reviews on PDP:
Average review and rating distribution.
Verified review badge.
Media in reviews
Auto-translation of reviews for localised markets.
Helpful voting & reporting.
After Purchase - Review Invite
Customer needs to be reminded to review products, in order to invite them for reviews we implemented email automation that triggers invite to customers to review products that they have bought after 2 weeks.
Engaging content of the email to let user interact directly with stars that lead the customers to the product’s review popup, allowing users to swiftly fill in their review and also mark their review as verified review, this increases trust and authenticity of the review.
Now we can link emails and verify reviews based on their referrer, increasing the no. of verified reviews.
Not spamming users with multiple emails but instead sending email for the most expensive product in their last order and the email is sent after 2 weeks, allowing customers enough time to be with the product and use it.
Ensuring no duplication of emails and invites to review to be sent to users.
