How Sugru increased conversion rates, using Trustpilot
Mouldable glue producer Sugru achieved a 55% increase in conversion rates on pages featuring Trustpilot widgets, vs. those that did not. "Trustpilot has surpassed our expectations and made a significant difference." - Linda Muck, Ecommerce Manager, Sugru
Sugru is a mouldable glue that sticks to almost anything and turns into a strong flexible rubber overnight. Invented for people looking to improve and repair a wide variety of items and materials, Sugru is used by people in over 150 countries - from homeowners planning DIY projects through to people making small improvements to gadgets, appliances and even toys. Its durable cured properties means it will stay strong and securely bonded anywhere from the freezer to a hot shower, from the home to the great outdoors. Since launching five years ago, inventor and CEO Jane ni Dhulchaointigh and Executive Chairman Roger Ashby have grown the company worldwide, now selling the product at over 6000 stores.
Despite this massive retail expansion, a large portion of Sugru’s half a million customers still buy the product directly from the company’s website, which is regularly updated with project guides and videos.
Over the years, members of the enthusiastic Sugru community has shared the thousands of creative ways they use the product, from repairing fridge doors and improving kitchen appliances to customising kit for photoshoots and even trekking to the North pole. The company was keen to work with a third-party review platform to help capture how customers rated the product’s performance and effectiveness. By providing trustworthy ratings Sugru aimed to instill confidence in new customers of their product - many of whom might be fixing or improving something for the first time.
Since launching in 2009, Sugru has received 5 star reviews from influential tech bloggers in mainstream press (eg, listed no. 22 in TIME Magazine’s Top 50 inventions in the world in 2010). Sugru knew how beneficial reviews were for sales on Amazon, and realized they needed a way to harness that power for customers shopping directly from their website.
Sugru's primary objectives:
- An easy way to capture and share customer reviews;
- Showcase a third-party reviews provider on its website to validate their product, stellar customer service and superior post-sales support in an unbiased fashion;
- Monitor reviews for insights that the product development team can use to improve Sugru.
- Successful collection of nearly 2000 reviews, primarily positive, achieving a TrustScore of 9.4/10, or a 4.8/5 star rating
- 55% increase in conversion rates on pages featuring Trustpilot widgets, vs. those that did not.
Following a three month period in which Sugru A/B tested Trustpilot widgets featuring their reviews on their website, they discovered the widget lead to a 55% increase in conversion rates.
Linda from Sugru kindly joined the Trustpilot team in a webinar dedicated to bottom funnel conversion optimisation.
What Customers Had to Say
Best product this decade! “I use it as much as possible, I recommend it whenever I can and the best thing to happen to Sugru was when the team pushed the expiration date another 6mths.” Justin Darragh
Excellent Product, Speedy Shipping! “Sugru never fails to satisfy me, whether it’s in the speedy shipping or the absolute usefulness of the product. I’ve repaired shoes, boots, phone cords, car trim, knives, an effusion lamp with a broken base. Wonderful stuff! Time for me to reorder, actually!” Valarie Lemons
Exactly as described and quick delivery “The product is exactly as described, and delivery is fast. I’d happily buy again (and have done) and happy to recommend, so long as you know what you are going to do with sugru when it arrives.” Iain McIntosh
Sugru is the world’s first mouldable glue that turns into rubber.
It all started with an idea and a small team of product designers and material scientists here in London. Our dream is to make fixing, modifying and making things easy and fun for anyone, and Sugru is our solution.
Our patented silicone technology is unique. Out of the pack, Sugru feels like play-dough, and it’s that easy to use too. It bonds to almost any other material and cures just by exposing it to air. Its durable cured properties mean it’ll stay strong and securely bonded anywhere from the freezer to a steamy hot shower, from the home to the great outdoors.