How This Shopify Store Dramatically Increased Traffic And Conversions Through Social Proofing
“The cost of traffic has made it crucial to optimize onsite conversion rate, and this is where Loox comes in. Converting traffic is key. Not just into purchases, but into brand ambassadors.”
LolaHemp is a mother-son duo that was first launched in 2018 from a New York City suburb. The company sells lab-tested, organic, full-spectrum hemp oil products specially formulated for pets without any sweeteners or additives.
They got the idea for LolaHemp because of the success their own rescue pet, Lola, experienced with hemp oil.
“Lola” is an anxious rescue chihuahua who needed something to ‘take the edge off. Joey, the ‘son’ part of the business partnership, gave CBD oil a try.
He was amazed at the results with his furry companion.
CBD oil is a brand new product gaining traction in the world, especially in the US. It only became legal to sell in the US in 2018, but the industry has already catapulted. In 2018 there were $512 million of CBD products sold, and $1.5 billion is the projected sales by the end of 2020!
Shopify welcomed US CBD stores to the platform in September 2019. Needless to say, LolaHemp saw a golden ticket in the CBD market and didn’t waste any time jumping in.
The challenge: Instilling confidence in a product that’s brand new on the market
If you have a product that’s either controversial or brand new, like hemp, cold leads likely won’t feel comfortable buying right away. Plus, Cannabis products have always had a bad stigma associated with them for decades. Finding a way to educate customers without letting them stray from the sales page is crucial.
One of the strongest, simplest ways to do that is through social proof.
“When you start a business, you need social proof. You need reviews, you need people talking about it on social. You need to show potential customers that people have bought your product, and they’ve liked it and it is working.”
As all Shopify store owners know, finding a way to get people on your site and making purchases is the first critical battle.
Back in the day, with LolaHemp’s first business in 2015, that wasn’t so expensive. Nowadays, in a saturated market, the cost of generating traffic from paid ads is steep. Once the customers get to your site, it’s more essential than ever to give them a reason to stay and buy your product.
“You really have to make the most out of the traffic visiting your site. Really incentivizing customers to leave reviews has been absolute key.”
LolaHemp was looking for a solution to getting the most value out of their paid traffic. They wanted to utilize social proofing through customer reviews as a way to educate, instill confidence, and retain customers.
“I’m taking the reviews and making them an integral part of my marketing strategy. Emails that display reviews get the best open and click-through rates.”
You can’t always rely on information alone to educate your customers and instill confidence. Social proof is the fastest, most impactful way to do it and it will also increase the odds of them coming back. Retaining customers and preventing buyer’s remorse relies heavily on reinforcing their buying choice.
LolaHemp tackled this from two angles. First, they started using a landing page for their products consisting only of Loox powered reviews.
Then once the sales started coming in and saw the landing page was working well, they used a similar technique in their email campaigns.
They not only included Loox powered reviews in their retargeting emails, they sent individual emails featuring nothing but the reviews themselves, just like the landing page.
When it comes down to it, every part of marketing relies heavily on social proofing.
Getting plenty of reviews as soon and as often as you can is undeniably the fastest method to gaining trust and generating interest. Incentives, like ‘20% off after your photo review’, and the convenience of a supportive platform make getting more reviews easy. After that, you can get creative with your marketing strategy.
“Loox also helps me with accumulating reviews so I can start building other marketing material with those reviews.”
In fact, LolaHemp prints Loox powered reviews onto a flyer to include in every shipping box!
It doesn’t take long to encourage customers to leave reviews using Loox. And once they start coming in, the results in your revenue are just as telling.
Within 1 week, LolaHemp’s reviews started piling up and contributing to their sales
“Right away, I saw reviews coming in immediately, within 7-14 days. I was not only getting reviews but also getting sales. I saw them leaving a review, and then 20 minutes later making a sale, using their 20% off coupon code. There was instant retention.
$2K revenue made from customers redeeming LolaHemp’s Loox-generated discount code
I wouldn’t have gotten those repeat sales without those email sequences, follow-ups, and that exchange. Immediately it was bringing me revenue.”
Dramatically Higher Click-Through Rate (CTR)
LolaHemp quickly discovered the real tangible value from using Loox reviews in their emails by adding them in other review request emails.
People love seeing how others hype up the products they like. It’s the same excitement of reading a relatable story that gets people clicking on emails with reviews.
Before using Loox reviews, LolaHemp’s CTR was .6%.
After sending out emails featuring Loox reviews, it increased by 1.4%. Not only that, but revenue increased $1,239.57
LolaHemp’s email campaigns without using Loox as social proof.
LolaHemp’s email campaigns using Loox as social proof