{"id":23655,"date":"2020-05-11T06:54:00","date_gmt":"2020-05-11T11:54:00","guid":{"rendered":"https:\/\/www.powerreviews.com\/?p=23655"},"modified":"2022-03-08T12:59:07","modified_gmt":"2022-03-08T18:59:07","slug":"spring-2020-ecommerce-market-trends","status":"publish","type":"post","link":"https:\/\/www.powerreviews.com\/spring-2020-ecommerce-market-trends\/","title":{"rendered":"Spring 2020 Ecommerce Market Trends: Health and Beauty spotlight + Q&#038;A + Webinar recording"},"content":{"rendered":"<div id=\"modal-ready\">\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"23655\" class=\"elementor elementor-23655\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-23c2a1e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"23c2a1e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8dca9c9\" data-id=\"8dca9c9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-ce556cc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ce556cc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-2ab5581\" data-id=\"2ab5581\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7001216 elementor-widget elementor-widget-text-editor\" data-id=\"7001216\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">At the start of the month, we released <\/span><a href=\"https:\/\/www.powerreviews.com\/insights\/market-trends-snapshot-may-2020\/\"><span style=\"font-weight: 400;\">our Market Trends Snapshot<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; an overview of what\u2019s going on in ecommerce right now. As we all know, these are unprecedented times and the data really spoke to that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We hosted a webinar last week presenting a deeper dive into the findings. During this, we provided in-depth analysis of the overall sales, web traffic and review engagement\/submission trends highlighted in the original snapshot data. We also looked at some super interesting health and beauty-specific trends, including sales volumes and review insights in this vertical.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can check out the <\/span><a href=\"https:\/\/www.powerreviews.com\/webinars\/recording-may-2020-market-trends-snapshot-deep-dive\/\"><span style=\"font-weight: 400;\">recording of the webinar here.<\/span><\/a><span style=\"font-weight: 400;\">\u00a0Otherwise, read on for an in-depth overview of all we covered plus the answers to questions posed by webinar participants.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e105d1 elementor-toc--content-ellipsis elementor-widget elementor-widget-table-of-contents\" data-id=\"9e105d1\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-toc__header\" aria-controls=\"elementor-toc__body\">\n\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tContents\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-toc__body\" aria-expanded=\"true\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44c6940 elementor-widget elementor-widget-spacer\" data-id=\"44c6940\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-90b764e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"90b764e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-9553afa\" data-id=\"9553afa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2da8a59 elementor-widget elementor-widget-heading\" data-id=\"2da8a59\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is the PowerReviews Market Trends Snapshot?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8d22ea9 elementor-widget elementor-widget-image\" data-id=\"8d22ea9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"305\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.31.41-PM-768x366.png\" class=\"attachment-medium_large size-medium_large wp-image-23658\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.31.41-PM-768x366.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.31.41-PM-300x143.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.31.41-PM-1024x487.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.31.41-PM-610x290.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.31.41-PM.png 1521w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-36058ad elementor-widget elementor-widget-text-editor\" data-id=\"36058ad\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">These insights come from analysis of consumer behavior across more than 1.5m product pages on more than 1,200 brand and retailer sites throughout between February 24 and April 24 2020. So they can be considered highly representative of existing market trends. It is published on the first of every month at <\/span><a href=\"https:\/\/www.powerreviews.com\/insights\/\"><span style=\"font-weight: 400;\">PowerReviews.com\/Insights<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a78f1fa elementor-widget elementor-widget-spacer\" data-id=\"a78f1fa\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-8790155 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8790155\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-7e9ec7a\" data-id=\"7e9ec7a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f713b4 elementor-widget elementor-widget-heading\" data-id=\"2f713b4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Summary recap<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38daaf0 elementor-widget elementor-widget-text-editor\" data-id=\"38daaf0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As I mentioned, we originally released this information <\/span><a href=\"https:\/\/www.powerreviews.com\/insights\/market-trends-snapshot-may-2020\/\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">. But we explain in more detail in the webinar. Here are some highlights we discussed:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5f10bdd elementor-widget elementor-widget-heading\" data-id=\"5f10bdd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Sales volumes increase 210%\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1dc8c3f elementor-widget elementor-widget-image\" data-id=\"1dc8c3f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"352\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Traffic-also-begins-to-rise-in-April-after-staying-steady-through-March-768x422.png\" class=\"attachment-medium_large size-medium_large wp-image-23596\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Traffic-also-begins-to-rise-in-April-after-staying-steady-through-March-768x422.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Traffic-also-begins-to-rise-in-April-after-staying-steady-through-March-300x165.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Traffic-also-begins-to-rise-in-April-after-staying-steady-through-March-1024x562.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Traffic-also-begins-to-rise-in-April-after-staying-steady-through-March-610x335.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Traffic-also-begins-to-rise-in-April-after-staying-steady-through-March.png 1351w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b06d29 elementor-widget elementor-widget-text-editor\" data-id=\"1b06d29\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We tracked growth rates from Feb 24 to demonstrate how consumer behavior has shifted during the pandemic. <\/span><a href=\"https:\/\/www.powerreviews.com\/insights\/impact-consumer-ratings-covid-19\/\"><span style=\"font-weight: 400;\">In March<\/span><\/a><span style=\"font-weight: 400;\">, we saw a massive spike in order volumes but page visits remained relatively flat. The massive 101% growth in sales volumes seemingly coincided with the timing of many states implementing \u201cstay at home\u201d orders. Our hypothesis back then was that shoppers were \u201cstocking up\u201d on lower-consideration items. People were buying, not shopping.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But growth has continued at the same rapid rate. Orders peaked at a 210% increase on April 15. By the end of the month, sales were still up 150% on pre-pandemic levels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We also are now seeing a more meaningful increase in page visits as well. These are up 63% above pre-pandemic levels in late April. This can be attributed to channel shifting, as customers who would never shopped online before are now starting to do so. But given that order increases still outpace traffic increases significantly, shoppers are doing far more buying than browsing.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d15204 elementor-widget elementor-widget-heading\" data-id=\"3d15204\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Volume of reviews submitted starts to rise<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1babe63 elementor-widget elementor-widget-image\" data-id=\"1babe63\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"348\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-submission-volumes-rise-peaking-at-36-higher-on-April-20-then-at-end-of-February-768x418.png\" class=\"attachment-medium_large size-medium_large wp-image-23597\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-submission-volumes-rise-peaking-at-36-higher-on-April-20-then-at-end-of-February-768x418.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-submission-volumes-rise-peaking-at-36-higher-on-April-20-then-at-end-of-February-300x163.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-submission-volumes-rise-peaking-at-36-higher-on-April-20-then-at-end-of-February-1024x557.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-submission-volumes-rise-peaking-at-36-higher-on-April-20-then-at-end-of-February-610x332.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-submission-volumes-rise-peaking-at-36-higher-on-April-20-then-at-end-of-February.png 1345w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae9b791 elementor-widget elementor-widget-text-editor\" data-id=\"ae9b791\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We know purchase levels are increasing. But throughout March, review submissions had actually remained fairly steady. As we moved into April, however, these began to climb too &#8211; peaking at up 36% in late April.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This obviously pales in comparison to the rise in order volumes. But it\u2019s super important to note that this is a percentage figure based on a much larger denominator of larger order volumes generally. So, total volumes of\u00a0 customer generated content are at much higher levels than two months ago.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To put it in context, our moderation team is working on review submissions levels close to those they would typically expect in peak Holiday season. This is obviously the busiest time of the year in ecommerce bar none. So quite the statement.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a9569a4 elementor-widget elementor-widget-heading\" data-id=\"a9569a4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Review length up around 10% since low at end of March<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-779d190 elementor-widget elementor-widget-image\" data-id=\"779d190\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"343\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-length-up-around-10-since-low-at-end-of-March-but-accompanying-rating-stable-768x412.png\" class=\"attachment-medium_large size-medium_large wp-image-23598\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-length-up-around-10-since-low-at-end-of-March-but-accompanying-rating-stable-768x412.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-length-up-around-10-since-low-at-end-of-March-but-accompanying-rating-stable-300x161.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-length-up-around-10-since-low-at-end-of-March-but-accompanying-rating-stable-1024x549.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-length-up-around-10-since-low-at-end-of-March-but-accompanying-rating-stable-610x327.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Review-length-up-around-10-since-low-at-end-of-March-but-accompanying-rating-stable.png 1369w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f6235e elementor-widget elementor-widget-text-editor\" data-id=\"8f6235e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In terms of review submissions, ratings have been stable. This is no real surprise because the products themselves have not changed in the short period we are analyzing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In our last snapshot, we reported that review length had seemingly cratered after stay at home orders came into effect. In April, this rebounded and increased around 10%. But you should keep this in perspective: the average review length is 154 characters. A decrease of 10-20% therefore isn\u2019t particularly meaningful in terms of impact on consumer behavior.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless of what\u2019s driving this trend, we\u2019re hearing a lot about review length these days from our customers. It\u2019s proven that longer reviews generate more sales. Our product team is actively working on some cool features to encourage customers to write longer reviews. More on that within the next month. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-627a458 elementor-widget elementor-widget-heading\" data-id=\"627a458\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Review content has doubled in importance in driving purchases during pandemic\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-861042d elementor-widget elementor-widget-image\" data-id=\"861042d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"367\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Consumer-interactions-with-online-reviews-more-than-doubles-in-COVID-19-period-768x440.png\" class=\"attachment-medium_large size-medium_large wp-image-23599\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Consumer-interactions-with-online-reviews-more-than-doubles-in-COVID-19-period-768x440.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Consumer-interactions-with-online-reviews-more-than-doubles-in-COVID-19-period-300x172.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Consumer-interactions-with-online-reviews-more-than-doubles-in-COVID-19-period-1024x586.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Consumer-interactions-with-online-reviews-more-than-doubles-in-COVID-19-period-610x349.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/04\/Consumer-interactions-with-online-reviews-more-than-doubles-in-COVID-19-period.png 1279w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-855a5ac elementor-widget elementor-widget-text-editor\" data-id=\"855a5ac\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Now let\u2019s look at review engagement among purchasers (we define review engagement as someone clicking on a filter, sorting, clicking a key word etc.). These numbers are staggering as well. Among consumers who purchase, engagement has doubled &#8211; peaking at 105% right at the turn of the month.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep in mind that this is review engagement as a percentage of purchasers. Purchasers are up 210% the last two months. This is important when considering the dip that occured around April 10. Remember, it was around this time when purchases shot up to that peak of 200%+. So this still represents a hugely meaningful level of interaction with review content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This really reinforces just how important this review content is when it comes to driving purchasing decisions. Even with shoppers behaving more decisively online than we\u2019ve ever seen before, they are still relying on product reviews to inform their decision making. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e55e268 elementor-widget elementor-widget-spacer\" data-id=\"e55e268\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-1d6a161 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1d6a161\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-e9e158b\" data-id=\"e9e158b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9a0352d elementor-widget elementor-widget-heading\" data-id=\"9a0352d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Spotlight: Health and Beauty\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73324fe elementor-widget elementor-widget-text-editor\" data-id=\"73324fe\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Why did we focus on health and beauty? Well, we saw some pretty marked trends among these brands when crunching the data. When we dug a little deeper into specific product categories, we found some super interesting storylines &#8211; particularly revealing and indicative of different consumer buying patterns in this period.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41ef72d elementor-widget elementor-widget-heading\" data-id=\"41ef72d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Pandemic has huge impact on health and beauty consumer shopping levels\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9aeeb4 elementor-widget elementor-widget-image\" data-id=\"e9aeeb4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"338\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Pandemic-has-huge-impact-on-health-and-beauty-consumer-shopping-levels-768x406.png\" class=\"attachment-medium_large size-medium_large wp-image-23661\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Pandemic-has-huge-impact-on-health-and-beauty-consumer-shopping-levels-768x406.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Pandemic-has-huge-impact-on-health-and-beauty-consumer-shopping-levels-300x159.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Pandemic-has-huge-impact-on-health-and-beauty-consumer-shopping-levels-1024x541.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Pandemic-has-huge-impact-on-health-and-beauty-consumer-shopping-levels-610x323.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Pandemic-has-huge-impact-on-health-and-beauty-consumer-shopping-levels.png 1426w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4d276b elementor-widget elementor-widget-text-editor\" data-id=\"f4d276b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Above, we talk about a vast surge in overall sales volumes of 210%. This is merely amplified in health and beauty, where order volumes peaked up 450% in April. Traffic, too, increased significantly across these brands and doubled compared to February. Again, consumer decisiveness is clearly in evidence with a far higher proportion of visits converting to purchase than we would typically expect.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac97ef3 elementor-widget elementor-widget-heading\" data-id=\"ac97ef3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Extreme and fluctuating demand for specific products\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb8bd50 elementor-widget elementor-widget-image\" data-id=\"bb8bd50\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"283\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.45.42-PM-768x339.png\" class=\"attachment-medium_large size-medium_large wp-image-23662\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.45.42-PM-768x339.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.45.42-PM-300x132.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.45.42-PM-1024x452.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.45.42-PM-1536x677.png 1536w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.45.42-PM-610x269.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-08-at-6.45.42-PM.png 1660w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-21d6806 elementor-widget elementor-widget-text-editor\" data-id=\"21d6806\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Let\u2019s look a little deeper at different types of health and beauty product groups. Here, we specifically focus on three: Bath and shower (light green), hair color (dark green) and makeup (in gold). The thick gray line highlights the health and beauty vertical average.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although clearly not the only product categories in this industry, they all tell a very distinct story that\u2019s indicative of broader consumer trends. Buying behaviors clearly vary depending on product, with peaks and troughs at various times. Now we\u2019ll look at each in detail.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e54c44c elementor-widget elementor-widget-heading\" data-id=\"e54c44c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Bath & Shower product demand peaks in Mid-March after staggering 2200% increase<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8b0f7f elementor-widget elementor-widget-image\" data-id=\"c8b0f7f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"317\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Bath-Shower-product-demand-peaks-in-Mid-March-after-staggering-2200-increase\u200b-768x380.png\" class=\"attachment-medium_large size-medium_large wp-image-23663\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Bath-Shower-product-demand-peaks-in-Mid-March-after-staggering-2200-increase\u200b-768x380.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Bath-Shower-product-demand-peaks-in-Mid-March-after-staggering-2200-increase\u200b-300x148.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Bath-Shower-product-demand-peaks-in-Mid-March-after-staggering-2200-increase\u200b-1024x506.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Bath-Shower-product-demand-peaks-in-Mid-March-after-staggering-2200-increase\u200b-610x302.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Bath-Shower-product-demand-peaks-in-Mid-March-after-staggering-2200-increase\u200b.png 1466w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-160fd67 elementor-widget elementor-widget-text-editor\" data-id=\"160fd67\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The bath and shower product category includes hand soap so this accounts for this insane jump in sales volumes in mid-March (2200%+). This is a clear story of stocking up. Back in early\/mid-March, CDC guidance urged the population to wash hands for 20 seconds or more multiple times per day. So, in this context, perhaps this is unsurprising to some extent. But the number is still mind-boggling.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After that, orders level off as the population settles into those \u201cstay at home\u201d orders. A somewhat more consistent increase of around 300-500% in orders. Still very high, but a little more steady.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And similar to every other trend highlighted above, jumps in page visits are not nearly as meaningful as the order volumes. Certainly, there are increases (600% in mid-March) but these are dwarfed by purchase increases.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although these numbers come down, you should remember you\u2019re looking at a scale going up to 2000% here. However, increases in traffic throughout April can likely be attributed to increased browsing once preferred products sold out or were subject to delivery delays.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3176284 elementor-widget elementor-widget-heading\" data-id=\"3176284\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Demand for hair color products grew to astonishing levels<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0ee3f13 elementor-widget elementor-widget-image\" data-id=\"0ee3f13\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"305\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Demand-for-hair-color-products-grow-to-astonishing-levels-768x366.png\" class=\"attachment-medium_large size-medium_large wp-image-23664\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Demand-for-hair-color-products-grow-to-astonishing-levels-768x366.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Demand-for-hair-color-products-grow-to-astonishing-levels-300x143.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Demand-for-hair-color-products-grow-to-astonishing-levels-1024x488.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Demand-for-hair-color-products-grow-to-astonishing-levels-610x291.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Demand-for-hair-color-products-grow-to-astonishing-levels.png 1477w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69c4eaa elementor-widget elementor-widget-text-editor\" data-id=\"69c4eaa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">While increases in demand for hair color products never quite reach the same level of intensity as bath and shower, order volumes remained consistently high throughout April. But the jump from early March is what\u2019s interesting. Overall, it\u2019s an increase of way over 1000% (or 11x) over the course of about 20 days.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, what\u2019s going on here? Here are a few suggestions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People thinking they could ride it out for a couple weeks and would get back into the salon sooner than expected<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Strong loyalty to salon colorists and\/or hesitancy to try DIY products<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">After a couple of weeks, this went out the window and panic set in &#8211; hence the surge.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Again, as we\u2019ve seen with pretty much every category so far, the increase in page visits simply does not keep pace with the increase in order volumes.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55d4843 elementor-widget elementor-widget-heading\" data-id=\"55d4843\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Makeup spikes later and increase not as pronounced as other health and beauty products<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0f40001 elementor-widget elementor-widget-image\" data-id=\"0f40001\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"299\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Makeup-spikes-later-and-increase-not-as-pronounced-as-other-health-and-beauty-products\u200b-768x359.png\" class=\"attachment-medium_large size-medium_large wp-image-23665\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Makeup-spikes-later-and-increase-not-as-pronounced-as-other-health-and-beauty-products\u200b-768x359.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Makeup-spikes-later-and-increase-not-as-pronounced-as-other-health-and-beauty-products\u200b-300x140.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Makeup-spikes-later-and-increase-not-as-pronounced-as-other-health-and-beauty-products\u200b-1024x479.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Makeup-spikes-later-and-increase-not-as-pronounced-as-other-health-and-beauty-products\u200b-1536x719.png 1536w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Makeup-spikes-later-and-increase-not-as-pronounced-as-other-health-and-beauty-products\u200b-610x285.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Makeup-spikes-later-and-increase-not-as-pronounced-as-other-health-and-beauty-products\u200b.png 1539w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1edfd48 elementor-widget elementor-widget-text-editor\" data-id=\"1edfd48\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Makeup is the last product category we explore. Interestingly, there is a minor spike caused by some normal stocking up in late March. And then there\u2019s a second wave as presumably people begin to run low. These increases are still significant but just nowhere near as vast as trends we see for other product categories.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de02dfd elementor-widget elementor-widget-heading\" data-id=\"de02dfd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Review submission volumes rise significantly in bath and shower and hair color<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a37cbb elementor-widget elementor-widget-image\" data-id=\"1a37cbb\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"341\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Review-submission-volumes-rise-significantly-in-bath-and-shower-and-hair-color-768x409.png\" class=\"attachment-medium_large size-medium_large wp-image-23666\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Review-submission-volumes-rise-significantly-in-bath-and-shower-and-hair-color-768x409.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Review-submission-volumes-rise-significantly-in-bath-and-shower-and-hair-color-300x160.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Review-submission-volumes-rise-significantly-in-bath-and-shower-and-hair-color-1024x546.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Review-submission-volumes-rise-significantly-in-bath-and-shower-and-hair-color-610x325.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Review-submission-volumes-rise-significantly-in-bath-and-shower-and-hair-color.png 1400w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e0f1ff elementor-widget elementor-widget-text-editor\" data-id=\"3e0f1ff\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">But what about consumer review content? Is this important in the health and beauty vertical?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This chart explores review submission levels across these three same product categories (we don\u2019t ask for reviews until a week or two after the order was placed, which explains the lag).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the two product categories with those huge surges, review submissions are also trending way up (100-200% in late April for both bath and shower and hair color). For makeup products, review levels actually fell compared to before the pandemic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most likely, consumers are focused on assessing products that have the biggest immediate emotional impact. Given how all-consuming the coronavirus has been on everyone\u2019s way of life, it seems that mental toll has affected how they approach providing review content.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32c7da4 elementor-widget elementor-widget-heading\" data-id=\"32c7da4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Huge review engagement in health and beauty<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2cd809 elementor-widget elementor-widget-image\" data-id=\"d2cd809\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"311\" src=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Huge-review-engagement-in-health-and-beauty\u200b-768x373.png\" class=\"attachment-medium_large size-medium_large wp-image-23667\" alt=\"\" srcset=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Huge-review-engagement-in-health-and-beauty\u200b-768x373.png 768w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Huge-review-engagement-in-health-and-beauty\u200b-300x146.png 300w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Huge-review-engagement-in-health-and-beauty\u200b-1024x497.png 1024w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Huge-review-engagement-in-health-and-beauty\u200b-610x296.png 610w, https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/Huge-review-engagement-in-health-and-beauty\u200b.png 1450w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cbb50e5 elementor-widget elementor-widget-text-editor\" data-id=\"cbb50e5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As explained, the above highlights the percentage of interactions with reviews (i.e. filters, sorting, etc.) for <\/span><i><span style=\"font-weight: 400;\">purchasers. <\/span><\/i><span style=\"font-weight: 400;\">We already know health and beauty product order volumes are way up. But the percentage of these purchases that involve a review interaction has also jumped massively.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The peak hits in late March at 313% above the end of February. This is on top of a giant 300% increase in orders during this period. When it comes to health and beauty, review content is simply critical to shoppers\u2019 decision-making. The engagement levels remain super high, well over 100% throughout the rest of April (this was when the industry-wide order volumes shot up 450%).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This makes a lot of sense: the in-store health and beauty product experience tends to be extremely tactile. Shoppers can typically touch, smell or test prior to buying. In lieu of that capability, consumers are relying on the experience of other customers to inform their online purchases. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-087ee83 elementor-widget elementor-widget-heading\" data-id=\"087ee83\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">What does all this mean?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b90ec7e elementor-widget elementor-widget-text-editor\" data-id=\"b90ec7e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The numbers are pretty clear both across the board, and especially within health and beauty:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Order volumes are up,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Review submissions are up<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Review engagement is up<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">As a ratings and reviews company, we are particularly interested in the fact that customer-generated content has become even more important during the Covid-19 era.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Given this combined with increased order volumes, brands and retailers have an unprecedented opportunity to ensure that their shoppers are more informed than ever.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How? By leaning into existing market trends to generate better quality reviews in higher volumes. While we can\u2019t go into huge detail here (<\/span><a href=\"https:\/\/www.powerreviews.com\/blog\/five-ways-to-illuminate-the-path-to-purchase-with-more-customer-generated-content\/\"><span style=\"font-weight: 400;\">check out this blog post for more<\/span><\/a><span style=\"font-weight: 400;\">), here are three quick cost-effective tips:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">80% of reviews originate from a review solicitation email. So think really carefully about what goes into that messaging. As a best practice, don\u2019t dilute your request. Instead, use standalone emails that only ask for reviews<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Send at least two emails. Consumers have enough on their minds, don\u2019t expect them to read every email you send them. <\/span><a href=\"https:\/\/www.powerreviews.com\/blog\/how-to-ask-for-reviews\/\"><span style=\"font-weight: 400;\">Check out this blog for some tips on how to ask for more review content<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Consider incentivizing customers <\/span><a href=\"https:\/\/www.powerreviews.com\/blog\/giveaway-contest\/\"><span style=\"font-weight: 400;\">either with loyalty points or a sweepstakes entries<\/span><\/a><span style=\"font-weight: 400;\">. Just be sure that if you do incentivize, you badge the reviews accordingly to ensure maximum transparency.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-86aec8c elementor-widget elementor-widget-spacer\" data-id=\"86aec8c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-0cb7e00 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0cb7e00\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-4d7a6f0\" data-id=\"4d7a6f0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a0838c6 elementor-widget elementor-widget-heading\" data-id=\"a0838c6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Your Questions Answered: Webinar Q&A\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6ea337 elementor-widget elementor-widget-text-editor\" data-id=\"c6ea337\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">During the webinar, we got asked a handful of questions from our live audience. We answer those here:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eadad6f elementor-vertical-align-top elementor-widget elementor-widget-icon-box\" data-id=\"eadad6f\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t<span  >\n\t\t\t\t\t\tAre these all written reviews\u2014 or video submissions as well?\t\t\t\t\t<\/span>\n\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\tOur analysis is based completely on written reviews. That is our speciality. However, we are huge proponents in the power of imagery to tell a story. We know for a fact that review content with customer-generated photographs drives more conversions. We go into detail on how to solicit more customer imagery in <a href=\"https:\/\/www.powerreviews.com\/blog\/path-to-purchase\/\">our blog on the topic.<\/a>\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24b7057 elementor-widget elementor-widget-icon-box\" data-id=\"24b7057\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t<span  >\n\t\t\t\t\t\tDid you see any interesting trends in nutrition (i.e. within the health category)?\t\t\t\t\t<\/span>\n\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\tIn the webinar, we focused on products that we thought highlighted the biggest impact of current market trends. We did not see as big an impact for nutrition products.\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32064f0 elementor-widget elementor-widget-icon-box\" data-id=\"32064f0\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t<span  >\n\t\t\t\t\t\tDo you have any predictions for future months?\t\t\t\t\t<\/span>\n\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\tHonestly, no. We have been surprised at the figures. We could\u2019ve predicted the increases, but the extent has been beyond anything we would\u2019ve predicted. We are happy that we will be able to continue to tell you what we\u2019re seeing on a month-by-month basis. Check back at <a href=\"https:\/\/www.powerreviews.com\/insights\/\">PowerReviews.com\/insights<\/a> on the first of every month for our latest report.\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3089797 elementor-widget elementor-widget-icon-box\" data-id=\"3089797\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t<span  >\n\t\t\t\t\t\tHow do you help brands and retailers generate more effective reviews in higher volumes in these times?\t\t\t\t\t<\/span>\n\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\tMainly through advising and consulting them. We obviously have a lot of experience in this area so feel we offer valuable perspective and expertise. As we mention, with so much focus on ecommerce, this is a great opportunity to create a bigger and more impactful review footprint.<br><br>\n\nThere are many things that brands and retailers can be doing that don\u2019t cost anything and we talk about some of these above. We also provide some links to further information there too. In addition, we have extensive <a href=\"https:\/\/www.powerreviews.com\/solutions-overview\/influencer-content-acceleration\/\">sampling services.<\/a>\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-561417e elementor-widget elementor-widget-icon-box\" data-id=\"561417e\" data-element_type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t<span  >\n\t\t\t\t\t\tHow do you feel consumer behavior will change post pandemic and what impact will this have on customer-generated content?\t\t\t\t\t<\/span>\n\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\tAll the data indicates that the pandemic has massively accelerated the transition online. We talked a lot in the webinar and above about how some of the data was indicative of consumers who typically shop offline engaging with ecommerce for the first time. The smart money is on at least some of this sticking. The store will never die. It might need to reinvent itself but there are certain things the online experience will just never be able to imitate. <br><br>\n\nBut increasingly, and particularly for specific low consideration product items, consumers are appreciating the convenience and ease of online shopping. Once they\u2019ve got a taste, they might never go back.<br><br>\n\nIn terms of impact on <a href=\"https:\/\/www.powerreviews.com\/solutions-overview\/customer-content-management\/\">Customer-Generated Content<\/a>, our data would indicate more shoppers = more review submissions and more interactions with those reviews. So, essentially, we see ratings and reviews content growing in importance. It\u2019s difficult to see how this trend would not play out given everything we see above.\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>At the start of the month, we released our Market Trends Snapshot. As we all know, these are unprecedented times and the data really spoke to that.<\/p>\n<p>We also looked at some super interesting health and beauty-specific trends, including sales volumes and review insights in this vertical.<\/p>\n<p>You can check out the recording of the webinar and read on for an in-depth overview of all we covered plus the answers to questions posed by webinar participants.<\/p>\n","protected":false},"author":44,"featured_media":23656,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[327,326],"tags":[],"yst_prominent_words":[7154,7156,7159,7153,7162,906,5590,7158,7157,7161,7163,7144,2437,208,400,6922,7155,7127,7160,7132],"acf":[],"featured_image_src":"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2020\/05\/the-honest-company-wf7h0NmE1TM-unsplash-300x169.jpeg","_links":{"self":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts\/23655"}],"collection":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/comments?post=23655"}],"version-history":[{"count":0,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts\/23655\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/media\/23656"}],"wp:attachment":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/media?parent=23655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/categories?post=23655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/tags?post=23655"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/yst_prominent_words?post=23655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}