Converting customer content into authentic visual reviews

VOX Capital Group is formed by companies and brands operating in the interior design and interior finishing industry. Learn how they achieved an 18.76% increase of conversion rate thanks to authentic visual reviews.

Numbers

The Story

VOX offers unique and complementing portfolio of products and solutions for decoration of houses and apartments, including furniture & accessories, doors and floors, external & internal cladding and skirting boards. The consideration of customers’ needs is the foundation for all their actions. VOX products are created according to the “human touch” idea, based on design thinking methodology.

With their unique approach, they were able to encourage online customers to post images featuring their products on social media. This engagement upped their online social media presence, but they were sure there was more that could be done to improve their eCommerce.

Why not check out these awesome customer photo examples.

Challenge

After sending out a survey asking their customers the best ways that they could improve their eCommerce – to which they received almost 4,000 responses – they noticed a common trend.

“One of the most common problems that people faced on our website was not a satisfactory amount of photos and reviews of our products. We thought about launching a basic review section on our product pages, which asks customers to write a few words about what they bought – but it would be an old school method. Luckily, the idea came from the users of our social media channels. For the past few years, the amount of amazing interior photos people uploaded on Instagram increased immensely. We are constantly amazed by how our clients use our products and make them work in their own style. Consequently, we thought it would be a great idea to use this kind of content as visual reviews.”

Damian Miziolek – eCommerce specialist at VOX

With the goal of collecting this content and leveraging it on their website as authentic visual reviews, all they were missing was the perfect tool to help them do it.

Solution

With Flowbox, VOX is able to collect all of the content that their customers create on social media and integrate it into various points within their eCommerce journey to provide visual reviews for their online customers. The brand has since seen an 18.76% increase of conversion rate.

“We’re stunned how many people see these customer photos and click on them – it’s amazing. We didn’t believe our numbers at first, so we used Hotjar to record some sessions of our customers going through the pages on our site, as we wanted to see if really 18% of our customers looked at these photos before purchase. It turned out to be true.”

Damian Miziolek – eCommerce specialist at VOX

Authentic User Generated Content displays products in a way that professional content simply cannot achieve. Plus, the review aspect of the images helps to sell your product when placed within your web shop.

“Looking at photos made by our customers, one can really see how our products looks in real interiors: with real people, real lives and with other products.”

Damian Miziolek – eCommerce specialist at VOX

Of course, there’s more to UGC than the visual reviews. Something that VOX learned when they started to implement the Flowbox technology.

“We wanted to show our customers photos on our product pages, but we’d gone through Flowbox’s help center to read some articles and case studies and found that they have so much more potential than just visual reviews.”

Damian Miziolek – eCommerce specialist at VOX

With this knowledge, they’ve integrated this content into four different locations on their site: their homepage, a lookbook style gallery of customer content, into product pages showing product specific content, and a categories page where customers can browse based on style or product type.

Results