Our A/B tests increased review collection rate by 30%!

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Meet the people behind Loox

Everything we do at Loox revolves around empowering merchants to grow trust in their brand through the power of social proof. The first critical step in achieving this is helping them collect as many photo and video reviews as possible. The second is enabling them to display those reviews in engaging ways that build trust and drive conversion.

These two aspects form the core mission of our Reviews Squad — a team of product managers, designers, and developers obsessed with optimizing review collection and store conversion. Regina Damti leads product management in the squad. She's here to give us a peek into what they do. 

‍Hi Regina, please tell us a bit about your work?

I lead product management in the squad. To fulfill our mission, we systematically break down the review collection process and shopper journey into core elements. After doing that, we theorize, research, and test ways to improve them.

Can you give an example?

Let’s take optimizing store conversion as an example. It’s a tricky task because many variables are outside our control. To tackle this, we systematically research and test to uncover strong correlations between shopper behavior and conversion.

For instance, we consistently see that shoppers engaging with video are more likely to buy—and the more videos they see, the higher the chances. To leverage this, we developed the Video Slider widget, which is highly engaging and designed to maximize exposure and views.

Similarly, we observe that displaying visual reviews next to the Add to Cart button increases the likelihood of a click. This led us to create the Snippet widget. We have seen cases where it boosted conversion by up to 40%!

Any widget we create is thoroughly researched and tested before it is launched and continues to be optimized over time.  

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What about improving review collection rates?

Review collection is influenced by five key elements: the timing of review requests, the content of the request, incentives, reminders, and, of course, the submission form. While this might sound straightforward, it’s far from simple. Each element consists of numerous smaller, moving parts—many of which are beyond our control.

We focus on the elements we can most influence, theorize where improvements will make the biggest impact, and systematically run A/B tests to validate our ideas. These tests aren’t always as big as you might think—they can range from changing a color or a single word to reworking entire sections of the flow.

With over 100K merchants and millions of review requests sent daily, we can run countless tests, helping us quickly identify what truly moves the needle.

Do these tests have a big impact? 

Not every test is a home run, and that's okay. Some deliver incredible improvements of up to 36%, while others boost conversion by "just" 3-4%. Some don’t work at all.

When we find something that works, we double down by running two or three more iterations to squeeze out every bit of potential before implementing the change into the product. 

Mostly, we see small wins, but together they add up to create an effect much greater than the sum of their parts. This approach, known as Aggregation of marginal gains, is how we’ve managed to increase review collection by 30% in a single quarter!

Can you share some takeaways from your work?

Never let 'we've tried this before' stop you. I heard that phrase a few times when I first joined the squad. But you know what? Sometimes a small tweak makes all the difference. Revisiting and giving old ideas another shot has led to some of our most significant wins.

What do you like most about optimizing review collection rates?

Testing and optimizations can feel like an uphill battle. It can be frustrating when a test doesn’t have a positive result. At the end of the day, it’s incredibly rewarding to know that these small improvements make a significant impact, and there’s nothing I love more than KPI graphs climbing up and to the right! Seeing the tangible impact of our work is what makes it all worthwhile.