Case Study: Dell doubles conversion rates and boosts product page sales with Bazaarvoice Ratings & Reviews

Ratings & Reviews Help Dell.Com Shoppers Make Purchase Decisions

Dell used customer ratings and reviews on Dell.com to help shoppers make purchase decisions, collecting more than 155,000 reviews across 6,500+ products since 2006. To better understand impact, Dell compared shoppers who read reviews with those who didn’t and found that conversion doubled when visitors engaged with review content—highlighting a need to surface authentic customer voices more prominently in the purchase path.

Dell launched a customer spotlight campaign that featured happy reviewers’ photos, the exact systems they bought, and their reviews directly on product detail pages alongside standard “good/better/best” configurations. The spotlight content improved product page performance and drove sales, and Dell used review insights to refine products and marketing, aiming for consistently high star ratings.

Dell