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How Sugru increased conversion rates using Trustpilot

Friday, 23 March 2018
Sugru success story trustpilot

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. Their dream is to make fixing, modifying and making things easy and fun for anyone, and Sugru is our solution.

Their 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.

Sugru was 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.

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.

Sugru's overall aim

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.

Sugru's primary objectives

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 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.

"Trustpilot sales said they could help us increase conversions, but we stayed conservative in our expectations. Trustpilot has surpassed our expectations. They were realistic when they said we’d get great results and our A/B testing proves it."
Linda Muck
eCommerce Manager at Sugru

The results

  • Successful collection of nearly 2,000 reviews, primarily positive, achieving a TrustScore of 4.8/5.

  • Following a three-month period in which Sugru A/B tested TrustBoxes on their website, they discovered the widget lead to a 55% increase in conversion rate.

The webinar

Linda from Sugru kindly joined the Trustpilot team in a webinar dedicated to bottom funnel conversion optimization.

What Customers have 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

If you'd like to achieve results similar to Sugru's, why not give customer reviews a go? Find out how Trustpilot could help you too, request a free demo below.


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