Muddy Puddles is a leading online retailer of children’s waterproof clothing, supplying waterproofs to parents, schools and nurseries. The company sought a way to better understand its customers, enhance its offering and improve customer retention. After enlisting Feefo to achieve this, Muddy Puddles enjoyed the following results:
- 300% increase in click-through rates
- 14% increase in on-site conversion rates
- New product development
- Gained Seller Ratings on paid ads.
Read this case study to find out how.
Introduction
Established in 1995 by Susie Cullen, Muddy Puddles is a leading online retailer of children’s waterproof clothing. An advocate of children exploring the outdoors, whatever the weather, Muddy Puddles supplies waterproofs to thousands of parents and more than 1,000 schools and nurseries.
The challenge
Muddy Puddles’ challenge was two-fold. The company sought a way to better understand customer opinion to improve its products and service, while simultaneously improving customer acquisition.
In terms of customer opinion, Muddy Puddles was interested in what product features customers liked, what new features customers would like to see introduced, and what could be improved, both from a product and service perspective.
By improving these aspects, Muddy Puddles aimed to enhance trust within its brand and increase consumer confidence, drive more repeat traffic to the website and boost online conversions.
The solution
Peer-to-peer reviews and word-of-mouth are key levers in the children’s retail market for increasing brand awareness, gaining new customers and building trust.
Feefo used its invite-only platform to ask genuine customers of Muddy Puddles to rate and review both its service and products.
The company added this feedback to its website and used it in multiple ways to build trust, increase traffic and boost sales. The Feefo reporting suite also gave Muddy Puddles richer insights into what its customers were saying about both its service and individual products.
“Muddy Puddles is a great example of a brand who truly utilises customer feedback. By showcasing its star rating across organic and paid ads, on its website and displaying individual product reviews, the company gives customers the confidence to make a purchase.”
Ben Clarke-Smith
Head of Customer Success, Feefo
Understanding customer opinion
Feefo’s innovative reporting suite allowed Muddy Puddles to drill down into its data using insight tags and advanced filter options. This made it easy to understand and track what customers were saying. It also enabled Muddy Puddles to make confident operational and business decisions to improve both its product and service offering.
Improving trust and customer acquisition
Leveraging reviews and making them visible in search and on the website was an important way to boost sales.
Working with a Google Licensed Content Partner in Feefo, Muddy Puddles demonstrated its fantastic star rating within both organic and paid search campaigns, providing a trust signal to new and existing customers.
Feefo’s simple JSON integration meant that the company was able to place product reviews on each product page. Displaying real product reviews helped to increase the confidence of new and existing customers with their decision-making at this stage of the customer journey.
The results
“We were blown away by the results we’ve seen after implementing Feefo. By giving our customers a voice, we’re able to make smarter decisions within the business. A 14% increase in conversion rate certainly shows that customers trust the reviews they are reading.”
Digital Marketing Manager, Muddy Puddles
Understanding customer opinion
Customer insight powered by Feefo’s reporting suite allowed Muddy Puddles to make confident business and operational changes.
For example, the company added stirrups on waterproof trousers, which help keep wellies in place, after listening to genuine customer feedback.
To collect better quality feedback, Muddy Puddles also made the business decision to extend the sending of feedback requests by a few days. This gave customers more time to test their waterproofs in the rain, increasing the quality and quantity of responses.
Improving trust and customer acquisition
Muddy Puddles achieved a 4.8 out of 5 customer service rating, which the company displayed prominently on its website and in search.
As a result of working with a Google Licensed Content Partner, Muddy Puddles was able to showcase star ratings in its organic and paid search campaigns. Over a two-year period, the company’s AdWords campaigns saw a 300% increase in CTRs.
Since integration, Muddy Puddles experienced a 14% increase in on-site conversion rates over a two-year period. This increase is thanks to both an increase in trusted quality traffic and displaying product reviews prominently next to the ‘Add to bag’ call to action.
