The Power of Authentic Reviews and White-Glove Migration with Junip
Junip is a verified review platform that helps over a thousand brands stand out in a saturated market, ranging from household names like Kellogg’s to DTC brands like Huron and Not Pot.
We sat down with Junip’s marketing manager Leah Morassut to explore the new normal of user-generated content, how reviews play into user psychology to drive conversion, actionable tactics for post-purchase email campaigns, and much more.
Building Trust Between Brands & Consumers
The need for Junip arose at the intersection of a few different issues. Put simply, competing platforms were too expensive and difficult to onboard for smaller brands running on Shopify, while online review sections proved to be flooded with imported or paid postings.
According to Leah, the latter point signals why Junip has been so effective for its clientele’s improved success. The platform’s core verification process, which clearly marks authentic reviews with a distinct badge, renews a sense of trust between brand and consumer.
The average shopper today browses 4 to 7 reviews before engaging with a brand. This can be attributed to a crowded DTC market with a seemingly endless array of brands selling the same type of product, and further exacerbated by the endless torrent of paid Instagram and FB ads.
To convince a customer that your brand is worth their attention scroll time, verified positive reviews — particularly photo reviews — establish your brand’s credibility and label you as a popular, high-value option for other authentic buyers on the market.
“Ultimately, brands want to drive authentic reviews and retain a high-end customer experience from start to finish. That’s why they choose Junip.”
UGC-Forward Conversion Tactics
Expanding on how to create a brand reputation of reliability and authenticity, user-generated content has essentially become a necessity to establish verified social proof for your products.
In an increasingly visual attention marketplace, high-quality images and user-generated videos of one’s product in action from buyers can dramatically boost a brand’s foundational desirability and likelihood of gaining a true following — or even cult status. Visual UGC-fueled brand presences with die-hard users, like Glossier and Apple, lead the way in this regard.
UGC is particularly vital for young companies. For example, an emerging brand with little to no traction or historical presence can still convert browsers to buyers if there’s a foundation of evidence indicating value. In action, this can look like spotlighting your UGC on landing pages, across social media, in email campaigns, and, using Junip, at the top of your review sections.
“UGC is the leading force behind customer loyalty and retention. Why? It drives authentic, positive feedback across nearly every buyer cohort.”
Driving End-to-End Growth Metrics
Brands that have onboarded with Junip typically report increased growth rates across a handful of metrics. More specifically, brands report distinct improvements in three core data points:
- Open rates on review-request emails
- Subsequent review submission rates
- Conversion rates for on-site purchases
In Leah’s words, this speaks to the fact that reviews are integral to a brand’s holistic customer experience, from SEO to PDPs. For instance, if you’re using an ESP like Klaviyo or Omnisend, your brand can view and track buyer behavior through Junip, then set up email flows based on customers’ preferred purchase frequencies. This behavioral data can be leveraged to convert a repeat customer by understanding trends of engagement around acquisition campaigns.
Diving deeper, certain email tactics have been validated by performance metrics over time. From Leah’s vantage point, the timing of email is vital to actually gaining a buyer’s click-through or review submission. Sending a review request a few days before a product has arrived for an international shopper, or before the customer has had time to enjoy the product, is bound to fail.
“Email appears simple on the surface, but it can yield 360-degree insights around evolving consumer trends. That data is ridiculously powerful.”
Junip’s Northstar: White-Glove Migration
Since Junip’s launch, consistent white-glove service has been a distinct focus for the company. CEO Stuart Arsenault would personally migrate clients in the early days, and even now, a large majority of the reviews for Junip on Shopify’s App Store applaud that customer experience.
Leah notes that nearly every single one of Junip employees work customer support shifts, manually solving user issues and pulling in the dev team’s aid as needed. When asked how Junip plans to keep this level of service as they expand, Leah points out that that recurring customer issues can yield direct upgrades in Junip’s growing suite of products.
“Junip takes customer support to the next level. That’s our secret sauce. It not only builds deep relationships with our brands, but spins out product improvement ideas when users signal that a bug or feature is high value.”
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