Bol Replicates Airbnb's Experiment Which Confirms A Better Customer Rating Format

Leak #63 from Bol.com   |   Sep 23, 2020 Product

Bol has been noticed a/b testing at least 3 different versions of customer rating formats on their product detail pages. More interestingly, whether the e-commerce giant is aware of it or not, this can be considered a direct replication of a very similar Airbnb A/B test ran in the past. In the end, the version that combined both rating averages and totals was implemented - hinting at the best outcome.

We're also collecting similar experiments as this under the Customer Star Ratings pattern.

A - Sep 3, 2020 Screenshot
B - Sep 3, 2020 Screenshot
IMPLEMENTED Confirmed Sep 23, 2020
C - Sep 3, 2020 Screenshot

Highlighted UI Changes From This Leak

  1. Rating Average Only

    In the B variation we see a ratings only approach that most likely shows an average rating score (4.7). 

  2. Rating Average With Totals

    In the C variation we can see a combination of rating averages (4.7) with totals (1145) and this has been implemented across Bol's product pages. Why did this do better? Perhaps this format simply shows a more powerful form of social proof. It communicates both the degree of customer satisfaction with the magnitude of how many customers have actually made the purchase.

    This is very similar to Pattern #6: Customer Star Ratings

Comments

  • Robert R

    Robert R 2 weeks ago 00

    I agree with Kevin, looks like variation A is visible.

  • Kevin Anderson

    Kevin Anderson 4 weeks ago 00

    I noticed today that variant A is still active. And this does not seems to be an experiment.