Let’s be honest: there is no easy way to get genuine online reviews on condoms. But what if your brand is about to launch a revolutionary condom for a high-end price?
LELO, one of the world’s leading pleasure brands, introduced a new condom called LELO Hex. Designed with an innovative hexagonal structure, this product aims to deliver strength, thinness, and sensation all at the same time during use.
To boost sales, LELO and online retailer Willie.nl came to us to invest in honest, experience-based genuine online reviews prior to the formal product launch.
Our task involved finding reviewers with the following appropriate profiles for this campaign. We aimed to select individuals (couples or singles) who:
Have a regular sex life
Care for high-end products
Are willing to test the condoms at least five times within a four-week period
Are between the ages of 18 and 55
Are willing to write genuine online reviews
Within four days of sharing a landing page and survey within our community, we rallied 15 quality reviewers that matched the above criteria. We sent them samples of the condoms shortly after to begin the campaign.
Willie.nl agreed to conduct A/B testing as part of our review campaign to prove whether or not online reviews made positive impact on both the retailer site and online consumers. They did so by splitting those interested in the LELO HEX condoms into two groups.
Group A was sent to the LELO HEX condoms page (Page A) that included online reviews, while Group B was redirected to the same product page (Page B) that had no reviews to show. Here’s what we found:
Page A had an average page view time of 2’15” while Page B had 1’32”
Page A had a 207% page value increase with €0,89 against €0,31 on
Page B
Conversion rates increased by 245%. Out of the 400 consumers who were interested in LELO HEX condoms,
Page A converted 13 buyers from Group A, while
Page B converted 5 buyers from Group B
Conversion
Page value increase
Recommendation
Sample
Seconds increased page view time
