Case

Conversational reviews

Bol.com, Holland’s largest online retailer, needs product reviews to help shoppers choose the right product.
We doubled the completion rate of the review flow, by using
a persuasive conversational interface.



Challenge

Bol.com asked us to test if persuasive chatbots could be a way to convince more customers to leave a review. In an AB test, we compared the “traditional” form with a chatbot.




The tech we used

We used our proprietary tool 1Question which makes it easy to design persuasive chatbot conversations. The user interface of the chatbot is clean, simple and web-based, so there is no need for complex Facebook integrations.


The conversation starts in an email

Reviews are triggered by sending an email after a product is delivered. One technique that we love at Buyerminds is the “simple question technique”. By asking the first question of the review in the email, we obtained a lot of extra clicks as compared to a standard “request for review”. The chatbot reacts to the answer and continues the conversation.


The “ask-again” technique

The advantage of a chatbot is that when the user wants to skip the review, we can ask it again in a different way* and even experiment with different reasons. This way, we could persuade 40% of the customers who initially didn’t want to write a review, to help.



Personalization
to the max

We were able to give personalized feedback, which is not possible in a traditional webform. In this screenshot we compliment an elderly person by showing some extra gratitude.


Result

The conversion rate doubled. Bol.com and Buyerminds won the first Dutch CRO Award for this beautiful case. After the experiment, our sister company Dopaminelab worked closely together with bol.com to implement the chat interface for all product reviews. We are currently optimizing the conversation based on data of millions of customers.

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