TikTok Shop

JP

Encouraging social e-commerce shoppers to write a review

Problem

TikTok Shop faced a challenge with low review submission rates and insufficient product feedback, which impacted user trust and conversion.

Increase in review submission rates

Successful
projects done

Boost in product conversion

Business Goals

Increase review completion rates to strengthen the consideration stage of the shopping funnel to drive conversion

Build loyalty and retention by encouraging shoppers to purchase from TikTok Shop again

User Goals

For Reviewers: Earn incentives quickly and easily for leaving reviews

For Shoppers: Access high-quality, informative reviews to make better purchase decisions

For Sellers: Build trust and credibility, especially for new shops with fewer products

Solution

Background

TikTok Shop launched in the US and UK in September 2023. The platform is designed to meet users where they are, allowing them to purchase products instantly while watching their favorite influencers recommend them. As reviews are a key factor in purchase decisions, our goal was to increase the quantity, quality, and credibility of product reviews without disrupting the user experience.

Research & Insights

User behavior data showed that less than 10% of users clicked the ingress point to write a review. Even fewer wrote a review.
User feedback indicated that customers needed time with the product to form opinions, with many reviews being requested too early to reflect actual experiences
I analyzed competitor platforms to explore successful practices for encouraging reviews, identifying effective ingress points, and introducing completion reminders

JP

JP