Consider a recent test involving one product category page: men's shirts. The retailer, which uses Bazaarvoice Ratings & Reviews software, decided to sort items on the product page based on customer reviews. Items with five stars - the highest rating - appeared on the top of the page. "The result was a 9 percent lift in conversions directly attributable to that change," said Ken Seiff, executive vice president, direct and omni-channel at Brooks Brothers during a presentation at the Adobe Digital Marketing Symposium in New York City.
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